Sr Public Relations Associate

Job description

The Opportunity: To lead the planning and delivery of Brand & Franchise public relations activity across the APAC region, strengthening the reputation of Mattel and its portfolio of brands through strategic, integrated communications. Working across Mattel's portfolio of iconic brands and franchises, including Barbie, Hot Wheels, Fisher-Price, UNO, Thomas & Friends and more, the role partners with marketing teams and PR agencies to develop and deliver integrated Brand & Franchise PR campaigns across APAC. What Your Impact Will Be: Regional PR Planning Develop Brand & Franchise PR plans that support Mattel's commercial priorities, brand strategies and corporate reputation objectives. Translate global campaigns and franchise narratives into relevant regional and local market activity. Identify opportunities to connect Mattel brands with consumer interests, cultural moments, entertainment trends and market conversations. Prioritise communications activity across multiple brands and markets based on business impact, audience relevance and available resources. Contribute regional insights to global communications planning and ensure APAC market needs are represented. Campaign Leadership Lead Brand & Franchise PR campaigns directly where appropriate or partner with local marketing teams and PR agencies to provide communications counsel, campaign oversight and approvals, depending on market structure, capability and business priorities. Manage key campaigns from briefing and planning through to execution, approval, evaluation and reporting. Establish clear objectives, audiences, messages, media strategies, timelines and measures of success for each campaign. Coordinate Brand and Franchise PR activity across APAC while allowing for local differences in media, culture, behaviour and business priorities. Maintain oversight of PR campaign risks, dependencies, budgets and stakeholder expectations. Media Relations and Storytelling Develop compelling stories that bring Mattel’s brands, products, purpose and business priorities to life. Identify proactive storytelling opportunities that strengthen Mattel's brands, franchises and broader business priorities. Build effective relationships with consumer, lifestyle, parenting, entertainment, business and trade media across the APAC region. Create high-quality media materials including press releases, pitches, key messages, briefing documents and spokesperson materials. Lead proactive media outreach and manage inbound enquiries with appropriate speed, accuracy and judgement. Prepare spokespeople for interviews and support media engagements involving leaders, brand representatives, partners and talent. Maintain awareness of changes in the regional media landscape and adjust public relations approaches accordingly. Market and Agency Management Manage PR agency partners across APAC, providing strategic direction, stewardship and governance to maximise the value of Mattel's PR investment. Partner with marketing teams and agencies to shape PR plans, oversee approvals and ensure campaigns are delivered consistently with Mattel's communications standards. Review local market plans and materials to ensure they align with regional priorities, franchise narratives and communications objectives. Monitor agency performance, budgets and campaign outcomes, providing feedback to improve capability and consistency across the region. Share tools, campaign learnings and best practices across markets. Stakeholder Partnership Partner with Brand Marketing, CPX and other cross-functional teams to provide communications counsel throughout campaign planning and execution. Provide recommendations on communications approach, timing, messaging and audience considerations. Manage competing stakeholder priorities and guide teams toward practical and aligned outcomes. Build trusted relationships with global, regional and local stakeholders across different levels and functions. Ensure public relations is considered early in business, brand and campaign planning. Recognise opportunities where Brand & Franchise PR can support broader corporate, executive or business storytelling, partnering with Corporate Communications to maximise opportunities. Reputation and Issues Management Monitor emerging issues, media coverage and external conversations that may affect Mattel or its brands. Assess communications risk and determine when matters require senior escalation or broader consultation. Support with preparation of holding statements, questions and answers, key messages and response materials. Support coordinated responses to product, brand, corporate or market issues across APAC. Protect confidential and sensitive information when managing issues or business developments. Escalate emerging issues and reputational risks appropriately, exercising sound judgement and balancing local market needs with regional and global considerations. Content Development Draft and edit clear, engaging and accurate communications for external audiences. Maintain consistency across regional messages while allowing for appropriate market adaptation. Review translated or locally developed materials to ensure the intended meaning and tone are retained. Support the development of regional case studies, leadership materials, award submissions and corporate storytelling content. Ensure materials reflect Mattel’s values, brand positioning and corporate narrative. Measurement and Insights Establish meaningful measures for public relations activity based on campaign objectives and business priorities. Evaluate results using media quality, message delivery, audience relevance, sentiment and stakeholder outcomes. Prepare clear regional updates and campaign reports for senior stakeholders. Use insights from campaign performance, media trends and market feedback to improve future activity. What We’re Looking For: 5-8 years of experience in consumer public relations, brand communications, external communications or a related field. Tertiary qualifications in Communications, Public Relations, Journalism, Marketing or a related discipline are preferred. Strong experience leading consumer facing PR campaigns within an agency or in house environment. Demonstrated ability to manage campaigns independently. Experience working across multiple markets, preferably within APAC or another diverse region is preferred. Strong media relations experience and an established understanding of consumer, lifestyle, entertainment and business media. Experience leading recognised consumer brands, entertainment properties, retail businesses or licensed products is highly desirable. Demonstrated ability to manage agencies, budgets, timelines and multiple concurrent priorities. Strong writing and editing capability across a range of external communications materials. Experience advising stakeholders and exercising judgement on sensitive or high-profile matters. Understanding of how Brand PR supports broader corporate communications, marketing and business objectives. Operates independently with a high level of ownership, following work through from initial brief to final outcome while knowing when to seek guidance or escalate matters. Applies sound judgement and understands when to act independently, consult or escalate. Thinks regionally while remaining sensitive to local market differences. Communicates clearly and confidently with stakeholders at different levels and across cultures. Don’t meet every single requirement? At Mattel, we are dedicated to an inclusive workplace and a culture of belonging. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we still encourage you to apply. You may be just the right candidate for this or other roles. How We Work: We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors: We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower. We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking. We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results. Our Approach to Flexible Work: We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in-person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter. Who We Are: Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more. Visit us at and . Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment. Videos to watch: The Culture at Mattel Corporate Philanthropy CREATIVITY IS OUR SUPERPOWER. It’s our heritage and it’s also our future. Because we don’t just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard—when everyone can show up as themselves and do their best work every day. We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.