Director, Video Strategy & Content Ecosystem

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.

The Team

Working across Brand, Creative, Production, Media, Influencer, Entertainment and regional teams, this leader will bring platform and audience intelligence upstream into content development. The ideal candidate combines deep platform expertise with editorial judgment, production fluency, commercial acumen and strong cross-functional leadership.

Responsibilities

Define Mattel's global video strategy across YouTube, FAST/CTV, creator-led video, social video and emerging platforms, translating audience behavior, cultural trends and performance data into growth opportunities.; Lead YouTube strategy and governance globally, including channel architecture, portfolio strategy, programming frameworks, audience development and distribution.; Develop differentiated strategies for made-for-kids audiences and general audience/adult fan and collector audiences based on their distinct behaviors, content expectations and commercial opportunities.; Build strategic relationships with YouTube/Google and other priority video and distribution partners and identify emerging platforms, formats and technologies relevant to Mattel's audiences.; Develop platform-native video strategies and repeatable content formats that connect franchise priorities with audience needs and platform behavior.; Shape Mattel's general audience and adult fan and collector content strategy, including original series, repeatable formats, creator-led programming and new storytelling models.; Ensure major franchise moments, live experiences, partnerships and entertainment launches are designed as content engines that extend storytelling before, during and after the moment.; Develop the role of creator-distributed video within Mattel's broader strategy, identifying opportunities to reach audiences through integrations, recurring creator formats and creator-owned channels when owned-channel investment is not the most effective approach. Partner with Influencer, Media and Partnerships teams on activation and measurement.; Partner with internal Production teams, agencies, studios, creators and external production companies to develop content that is creative, platform-native and financially efficient.; Evaluate creative concepts, scopes of work, production models and budgets, ensuring investment is appropriate for the audience opportunity, platform and expected performance.; Identify and manage relationships with YouTube-native studios, producers, showrunners and other specialized video partners.; Drive greater value from Mattel's existing content library through strategic reuse, re-editing, atomization, compilation and redistribution, balancing net-new production with scalable content models.; Establish frameworks for evaluating video investment and efficiency across production and media, including production cost, audience delivery, watch time, cost per view/watch hour, paid media efficiency and content longevity.; Partner with Media to determine when paid support can accelerate audience and content growth and ensure investment decisions consider both organic and paid performance.; Develop and optimize Mattel's video monetization strategy across YouTube advertising, sponsorships and integrations, licensing, distribution, FAST/CTV and other emerging commercial models.; Lead Mattel's global video channel management and distribution capability, establishing governance and best practices for channel management, publishing, metadata, rights management and platform optimization.; Oversee agency and external partner relationships supporting channel operations and continue to simplify Mattel's channel portfolio, concentrating resources where they create the greatest strategic value.; Translate audience behavior, content performance, platform analytics, competitive benchmarks and marketplace trends into recommendations that actively shape programming, production and investment decisions.; Establish measurement frameworks, benchmarks and performance targets connecting video investment to audience growth, engagement, consumption, efficiency, monetization and franchise impact.; Build an ongoing test-and-learn agenda across formats, talent, content length, publishing cadence, distribution, creative approaches and monetization models.; Lead Mattel's Video Center of Excellence, developing the playbooks, standards, operating principles and education that strengthen video capabilities across brands and markets.; Serve as Mattel's senior advisor on YouTube and video strategy, helping leadership teams make informed decisions about content investment, platform opportunities, production models and distribution.; Lead and develop a high-performing team spanning video strategy, content development, audience strategy and channel management.; Build strong cross-functional partnerships and establish clear roles and decision rights across teams involved in video strategy, development, production, creator partnerships, distribution and amplification.; Influence strategic decisions and align stakeholders around shared audience and business outcomes.

Requirements

10–15+ years of experience across video strategy, digital content, audience development, production, programming or platform strategy within entertainment, media, digital platforms, studios, agencies or global consumer brands.; Deep expertise in YouTube strategy, programming, channel growth, audience development, optimization and monetization.; Strong understanding of the broader digital video ecosystem, including FAST/CTV, creator platforms, social video and emerging distribution models.; Demonstrated experience developing or commissioning digital video content and working directly with production companies, studios, producers, creators and creative teams.; Strong production and financial fluency, including experience evaluating creative treatments, scopes, budgets, schedules and production models.; Demonstrated ability to connect content investment with audience performance, monetization and business outcomes and make strategic tradeoffs across a portfolio.; Experience using audience, performance and competitive data to establish benchmarks, set targets and shape programming, creative development and investment decisions.; Exceptional strategic thinking, editorial judgment, executive communication and leadership skills, with the ability to operate across creative, analytical and commercial disciplines.