Associate Manager, Retail Development

We are seeking a highly commercial and results-driven Retail Lead to spearhead retail development within the Franchise - Consumer Products division at Mattel EMEA. In this pivotal role, you will champion the growth of franchise opportunities across our world-renowned portfolio of brands-including Barbie, Hot Wheels, Fisher-Price, Fireman Sam, and more-with a focus on the UK market. What Your Impact Will Be: You will join the Consumer Products team as Lead, Retail Development UK, based in Slough and reporting to the Head of Consumer Products UK. Working closely with the Head of CP UK, you will shape and activate retail strategy, build strong partnerships with leading UK retailers, and drive day-to-day retail relationships with a retail-first mindset. You will identify new commercial opportunities, drive sell-in, and pitch franchise programs that elevate brand presence and revenue across the UK.,

• Manage the UK Retail Strategy and cross-category Consumer Products campaigns across the full Mattel portfolio, developing retail calendars and activations.
• Conduct market analysis to identify SWOT insights, category gaps, opportunities, and strategic priorities.
• Track competitor activity, category trends, and retailer strategies to inform pipeline development and retail pitches.
• Pitch, plan, and execute cross-category retail activations aligned with business objectives and brand tentpoles.
• Drive sell-in by presenting and selling brands to retailers, supporting the work of category managers and licensees. Expand Consumer Products listings in line with sales targets to accelerate portfolio growth.
• Lead sell-in presentations, business reviews, and product line pitches to secure additional shelf space and new category entries.
• Deliver detailed Joint Business Plans (JBP) for top UK retail partners, including retail calendars and activation plans.
• Conduct bi-weekly 1:1 meetings, quarterly business reviews, bi-annual top-to-tops, and track activations with key retailers and licensees. Present UK retail plans to top licensing partners.
• Partner with cross-functional teams (Sales, Category Management, Marketing) to ensure seamless retail execution.
• Represent Mattel at trade events and presentations as needed.
• Support the Head of CP UK in delivering the UK Consumer Products marketing strategy, collaborating with brand and retail marketing teams to create franchise-first retail campaigns.
• Support category teams in developing detailed joint UK marketing plans per partner, ensuring licensee investment and marketing support aligned with Mattel CP goals, with a focus on top-priority items.