Vice President, Platform Strategy & Media

The Opportunity: 

The Vice President, Platform Strategy & Media is a transformative leader responsible for architecting and executing Mattel’s global digital content, platform strategy, publishing, influencer, media, and community engagement strategy. This executive role drives innovation, operational excellence, and strategic alignment across Global Brand Teams (GBT), Franchise Teams, Commercial Marketing, and Entertainment, positioning Mattel as a global leader in digital engagement, media, and publishing.

The VP leads high-performing teams across:

- YouTube Strategy & Channel Management: Provides strategic and operational leadership for our brands’ global YouTube presence, guiding content direction, audience engagement, and platform optimization in line with YouTube best practices, guidelines, and playbooks. The role partners closely with global brand teams to execute strategy, oversee publishing calendars, and optimize video metadata, thumbnails, and programming. Success is defined by measurable growth in audience size, watch time, and retention, as well as the ability to turn data insights into actionable creative and content strategies that drive performance.

- YouTube Native Content Creative: Leads the development of original, platform-native creative designed to maximize storytelling and engagement on YouTube. Partners with brand, production, and strategy teams to craft video concepts, formats, and visual identities that feel authentic to the platform while elevating brand purpose and personality.

- Social Platform Strategy: Provides strategic direction and oversight across all 13+ social platforms with the ultimate goal of engaging with our brands’ fandom. The role ensures alignment with platform best practices, emerging trends, community growth and providing Global Brand Teams with a playbook for execution.

- Influencer Marketing: Oversees a growing team of influencer strategists and managers, supporting Mattel’s IP. The team develops creator-led strategies, identifies partnership opportunities, and collaborates with agency partners to amplify campaigns through authentic, high-impact influencer content.

- Global Media: Leading paid media strategy, cross-regional media planning, and agency partnerships. The team develops global media frameworks that leverage scale while enabling local excellence, and supports brand teams in achieving performance goals.

- The VP ensures long-term growth, brand affinity, and monetization through cutting-edge content, platform, and media strategies for Mattel’s entire portfolio of global IP.

What Your Impact Will Be: 

Strategic Leadership and Vision (40%)

• Define and champion a multi-year global strategy for digital content, publishing, influencer, platform, and media aligned with corporate growth objectives.
• Lead transformation initiatives in collaboration with senior leaders across Global Brand and Franchise teams.
• Establish and scale a center of excellence for digital publishing, content strategy, influencer engagement, global media, and community management.
• Oversee the content creative team, ensuring the development of innovative, brand-aligned content across all formats and platforms.
• Guide the platform strategy team in developing and leading YouTube and cross platform best practices, annual planning, competitive analysis, and playbooks.
• Lead the global media team in developing paid media strategies, global media frameworks, and performance reporting that leverage global scale while enabling local excellence.
• Cultivate strategic partnerships with global platforms, creators, and media partners to drive innovation and influence platform and media roadmaps.
• Serve as a thought leader in digital marketing and media, representing Mattel in industry forums and executive engagements.

Global Cross-Functional and Team Alignment (40%)

• Lead and inspire cross-functional global teams across content creation, influencer, publishing, platform strategy, and media to ensure cohesive execution.
• Oversee publishing operations for 20,000+ annual content assets, including promotional, commercial, and live-action formats tailored for diverse audiences and platforms.
• Drive global-to-local strategy adaptation in partnership with regional leaders (North America, Latin America, Europe/Middle East/Africa, Asia Pacific).
• Oversee the influencer team’s collaboration with brand and franchise teams to develop and execute creator-led strategies that enhance advertising campaigns. Guide influencer research, partnership recommendations, and agency collaboration.
• Partner with Creative, Platform Strategy, and Media leads to ensure brand storytelling is consistent, culturally relevant, and optimized for platform-specific performance.
• Collaborate with regional media and marketing teams to manage global and regional media agency relationships and consolidate input into global media planning.
• Act as the executive liaison for digital content, influencer strategy, platform strategy, and media across internal and external stakeholders.

Performance Oversight and Optimization (20%)

• Own the performance framework for digital content, influencer campaigns, platform strategy, and media investments, including KPIs for engagement, reach, monetization, and operational efficiency.
• Present monthly performance reports to executive leadership and recommend strategic pivots based on insights across content, influencer, platform, and media channels.
• Ensure compliance with global regulations (COPPA, CARU) and platform-specific policies.
• Champion AI-driven efficiencies and automation in publishing and media workflows.
• Lead the East Aurora-based Community Management Team to deepen brand engagement across owned and external platforms.
• Partner with Global Business Insights and Marketing teams to develop test-and-learn agendas and media measurement frameworks.
• Provide consolidated media performance updates and in-market asset insights to creative, communications, and commercial teams.

Key Result Areas (Measures of Success)

• Strategic Impact: Execution of transformative strategies that elevate Mattel’s digital and media footprint across the entire portfolio of IP.
• Performance Metrics: Achievement of global KPIs including watch time, views, engagement, followers, publishing accuracy, media ROI, and revenue.
• Operational Excellence: Streamlined publishing and media operations with compliance adherence.
• Leadership Excellence: Alignment and empowerment of global cross-functional teams.
• Innovation: Implementation of pioneering digital and media practices and technologies.

Key Relationships (Internal/External)

• Executive Leadership Team
• Global Brand Teams: Vehicles, Dolls, Action Figures, Games, Infant Toddler & Preschool
• Franchise Teams
• Regional Market Leaders (NAD, LATAM, EMEA, APAC)
• Finance, Data Analytics, and Technology
• External Platforms, Creators, and Media Agencies
• Industry Forums and Strategic Partners