Associate Manager, Retail Franchise Development

• Develop and execute the Retail Franchise Development plan for the assigned territory, aligned with EMEA Franchise, Category and Commercial priorities.
• Translate the EMEA retailer segmentation, activation calendar and strategic frameworks into market-relevant plans based on local customer, consumer and competitive dynamics.
• Build clear annual priorities, territory account plans and performance measures for the assigned geography, with regular reporting to the Senior Manager, Retail Franchise Development EMEA.
• Identify whitespace opportunities across brands, categories, channels and retailers, converting insights into actionable growth proposals that strengthen franchise presence and improve retail execution.
• Support the identification and development of strategic Direct-to-Retail (DTR) opportunities aligned with EMEA Category and Commercial priorities.
• Identify new retail concepts, emerging business models and partnership opportunities that can accelerate franchise growth.
• Build and maintain a robust pipeline of future retail partnership opportunities.
• Develop long-term retailer growth strategies by combining Mattel brands, multiple product categories and licensing partners into compelling retail propositions.
• Develop channel-specific growth strategies aligned with retailer priorities, shopper behaviour and market dynamics.
• Leverage market, retail and consumer insights, together with competitive intelligence, to identify growth opportunities, influence EMEA Category, Franchise and Commercial strategies, and share best practices across the region.

• Own and develop day-to-day relationships with priority retailers and buyers across the assigned territory, acting as the principal Consumer Products retail contact.
• Create and pitch integrated franchise programs, exclusive propositions, promotions, merchandising concepts and cross-category activations that drive consumer engagement and sales.
• Lead activation planning from concept through execution, ensuring alignment with retailer strategies, brand standards, commercial goals and agreed timelines.
• Develop Joint Business Plans and retailer activation calendars for key accounts, including objectives, commercial opportunities, marketing support and performance measures.
• Conduct regular retailer meetings, business reviews and activation follow-ups, ensuring strong governance and continuous improvement.
• Support category teams and licensees in increasing product listings, shelf space and visibility across relevant retail channels.

• Partner closely with local Country Managers and Commercial teams to ensure Retail Franchise Development priorities are integrated into customer and market plans.
• Collaborate with EMEA Category, Franchise, Marketing, Creative, Product Development, Sales, Finance and Legal teams to deliver integrated retail programs.
• Act as a connector between the assigned territory and the EMEA Retail Franchise Development team, sharing retailer feedback, market intelligence, best practices and scalable ideas.
• Influence cross-functional teams and external partners to deliver commercially successful retail programs that are on-brand, operationally executable and delivered on time.
• Represent Mattel at retailer meetings, trade events and relevant industry forums within the assigned geography.

• Track activation performance, retail results and agreed KPIs, identifying learnings and corrective actions to improve future programs.
• Maintain clear project plans, timelines and stakeholder updates across multiple concurrent initiatives.
• Contribute to territory forecasts, business reviews and opportunity pipelines, supporting disciplined commercial decision-making.
• Ensure all retail activities comply with Mattel brand, legal, financial and operational requirements.

in retail development, licensing, commercial sales, buying, franchise marketing, category management, or a related consumer products field.

• Experience within

is strongly preferred.

• Strong knowledge of the retail landscape within the assigned territory, with an established network of retailer and/or commercial relationships.
• Proven experience developing and presenting retail programs, Joint Business Plans, franchise activations, customer propositions, and commercial business cases.
• Experience working across cross-functional, multi-market teams within a complex, matrixed organization.
• Degree in Business, Marketing, or a related discipline (or equivalent professional experience).
• Fluency in both German and English is required.

• Strong commercial acumen with expertise in retail strategy, shopper marketing, omnichannel environments, and business development.
• Strategic thinker with solid financial acumen, able to evaluate opportunities and balance long-term vision with execution.
• Excellent presentation, negotiation, storytelling, and influencing skills, with the ability to engage retailers, licensees, and senior stakeholders.
• Strong relationship-building and stakeholder management skills, with the ability to influence across a matrix organization.
• Analytical and insights-driven, able to translate market, consumer, and performance data into actionable recommendations.
• Excellent project management, prioritization, problem-solving, and decision-making skills, with an entrepreneurial, solutions-oriented mindset and a strong focus on execution.

• Gross annual salary range of EUR 82,000 - EUR 97,375
• Bonus scheme: Participation in Mattel Incentive Plan (MIP) with the target of 10% of base salary, payout is determined by company and individual performance results
• Paid time off: 30 vacation days + 2 x 0,5 Mattel Days (company day off)
• Holiday allowance
• Hybrid working set-up
• Commuting benefits: 70% reimbursement of public transport tickets or one-way travel allowance for EUR 0,13/km based on days worked on-site.
• Meal vouchers
• Subsidized EGYM Wellpass membership
• Employee assistance program: Access to Modern Health, Headspace, and Maven
• Pension plan and saving scheme
• Toy discount
• Family benefits program: 24 weeks off (for 1st caregiver) or 12 weeks off (for co-parent) fully paid on the arrival of new child, return to work program, path to, and family care leave

Mattel's total compensation package is based on objective, gender-neutral criteria such as job grade, work location, relevant skills, and experience. This information is provided to enable informed and transparent consideration and negotiation of employment terms. If your profile is retained and we schedule an interview, we will share further details on Mattel GmbH's total rewards package. Please note that (some of) the benefits above may change over time, due to changes in the company policy or in legislation. We will not ask about your previous salary history.

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