Senior Associate, Customer Marketing

Please note that this role will be filled through ManAsset Turkey, 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.

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.

While this role does not own Brand, Category or Portfolio strategy, or customer negotiations, it plays a key role in translating 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.

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.

Responsibilities

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.; 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.; 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.; 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.; 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.; 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.; 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.; 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.; 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.

Requirements

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.; 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.