Director, Video Strategy & Content Ecosystem

What Your Impact Will Be: 

Video Platform Strategy & Audience Growth

● 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.

Content Strategy, Development & Production

● 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.

Content Economics, Monetization & Distribution

● 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.

Performance Intelligence & Video Center of Excellence

● 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.

Leadership & Cross-Functional Influence

● 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.