Senior Associate, Customer Marketing

Please note that this role will be filled through a third-party recruitment agency. However, all hiring processes, including applications and interviews, will be managed by Mattel. 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. Job Description The Opportunity: The role is responsible for bringing Mattel’s brands to life at retail by translating Brand, Category and Commercial priorities into customer-ready omnichannel activation plans. The role supports shopper-centric retail programs, sell-in materials, POS / digital execution, launch readiness and retail activation plans that drive shopper engagement, conversion and execution excellence in Turkey. Turkey is one of the largest and most strategically important markets in the PEM region, with complex retail dynamics, fragmented channels, strong local adaptation needs and growing omnichannel expectations. This role is focused on retail execution, customer activation, ORM ways of working and commercial conversion. This role does not own Brand strategy, Category strategy, portfolio strategy or customer negotiation. It supports the translation of those priorities into customer-facing activation, retail execution and sell-in support. Reporting Line Reports to: ORM Country Leader Works closely with: Sales, Category Leads, Brand / Regional Marketing, ORM / Omnichannel teams, local Commercial teams, external agencies and partners where relevant. What Your Impact Will Be: Omnichannel Retail Program Development Support the development and execution of shopper-centric retail activation programs linked to key launches, seasonal moments and customer opportunities. Translate Brand and Category priorities into practical retail execution plans across in-store and digital touchpoints. Support local omnichannel activation programs that drive conversion and shopper engagement. Adapt activation plans to Turkey’s local retail reality, customer needs and channel dynamics. Identify local activation opportunities based on customer, channel and shopper context. Customer Activation and Sell-in Support Develop customer-facing pitch decks, activation proposals and sell-in materials in partnership with Sales. Translate portfolio and category priorities into retailer-ready sell-in stories. Support priority customer meetings with relevant activation materials, launch plans and execution proposals. Recommend activation focus by customer, channel and retail environment. Ensure materials are commercially relevant and help Sales convert plans into customer support. In-store and Digital Execution Support development and execution of in-store and omnichannel assets, including POS materials, secondary placements, POP displays, cross-merchandising materials, retailer.com content requirements and digital activation toolkits. Ensure POS, digital and content assets are fit for local customer and channel needs. Coordinate with Brand / Regional Marketing and Omnichannel teams to ensure asset readiness. Support execution across modern trade, traditional trade, e-commerce, discounters and other relevant Turkish retail channels. Retail Media and ORM Input Support retail media inputs where relevant, ensuring alignment with customer activation plans, Brand priorities and e-commerce strategy. Provide local market input on retail media opportunities, retailer amplification and shopper-facing activation. Support ORM ways of working with focus on conversion, retail execution and shopper engagement. Partner with Sales, e-commerce and Omnichannel teams to connect physical and digital execution. Customer-facing Portfolio Activation Support the translation of portfolio priorities into customer-facing activation stories. Provide input on customer needs, portfolio gaps, retail barriers and local opportunities. Recommend which launches, lines or ranges require stronger customer activation. Ensure portfolio-related work remains activation-focused and does not duplicate Category / Brand ownership. Activation Planning and Customer Engagement Build and maintain activation calendar inputs by channel and priority customer. Align activations with product launches, campaign windows, promotional periods and key retail moments. Partner closely with Sales and customer-facing teams to support retailer marketing and merchandising discussions. Track activation readiness and raise execution risks early. Agency and External Partner Coordination Support agency briefing, asset development and execution tracking where external partners are used. Coordinate timelines, deliverables and feedback with agencies or production partners. Ensure outputs are aligned with Brand / Category direction, customer needs and GCM guidelines. Execution Tracking and Learnings Track launch readiness, activation implementation and execution quality. Capture post-campaign learnings, customer feedback and channel insights. Support execution scorecards and improvement plans. Share learnings with Sales, Category, Brand / Regional Marketing and Commercial teams. Key Deliverables Turkey retail activation calendar input. Customer-specific activation plans. Retailer-ready sell-in materials and pitch decks. Launch and seasonal execution support. POS, secondary placement and digital activation guidance. Retailer.com / e-commerce content readiness input. Retail media / retailer amplification input where relevant. Customer and channel feedback. Post-campaign execution learnings. Execution readiness tracking. Qualifications What We’re Looking For: 3–5+ years of experience in retail marketing, trade marketing, shopper marketing, customer marketing, category activation, commercial marketing or related roles. Experience working with Sales and customer-facing teams. Understanding of retail execution, shopper activation and sell-in processes. Experience with omnichannel retail activation, POS execution or digital retail content is preferred. Experience in complex or fragmented retail environments is an advantage. Turkey market knowledge is an advantage. Key Competencies Retail execution excellence. Customer and channel activation. Strong project management and execution discipline. Commercial acumen. Storytelling and presentation skills. Ability to translate Brand / Category strategy into customer-ready execution. Stakeholder management. Category awareness without Category ownership. Ability to manage multiple priorities and timelines. Creative mindset with practical execution focus. Continuous improvement and learning mindset. Success Measures Priority launches supported with customer-ready activation plans. Improved sell-in readiness and quality of customer materials. Stronger execution discipline across key customers and channels. POS, digital and content assets delivered on time. Positive feedback from Sales and Country leadership. Clear customer and channel feedback loops. Post-campaign learnings captured and applied. Contribution to Turkey conversion, retail execution and growth priorities. Additional Information 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 Join Mattel's Talent Community and start receiving exciting updates about our company, our employees, and our culture. Also, interested in signing up for job alerts? Do so here! 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 https://jobs.mattel.com/ and www.instagram.com/MattelCareers. Beware of recruiting scams: Mattel will only contact you through official @mattel.com or @smartrecruiters.com email addresses and will never ask for payment or sensitive personal information during the hiring process. 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