Key Accountabilities
Marketing Strategy & Planning
- Define and lead the overall marketing strategy and roadmap for the toys portfolio, aligned with business objectives and sales targets.
- Develop annual and quarterly marketing plans and budgets, ensuring effective allocation of resources and measurable ROI.
- Lead go-to-market strategies for new product launches, seasonal campaigns (e.g. holidays, back-to-school), and promotional cycles.
Brand & Product Management
- Manage brand positioning and storytelling for all toy brands under distribution, ensuring consistency across all touchpoints.
- Develop and maintain product catalogs, brand toolkits, and marketing assets adapted to different age segments and consumer profiles.
- Ensure marketing materials clearly communicate product features, educational value, safety standards, and age appropriateness.
Campaigns & Activation
- Plan and execute 360° marketing campaigns (ATL, BTL, digital, in-store, events) to drive awareness and sell-out.
- Coordinate in-store activations, POS visibility, displays, and promotional mechanics in collaboration with Sales and Retail partners.
- Lead participation in exhibitions, fairs, kids-focused events, and brand activations to strengthen market presence.
Market Intelligence & Performance Tracking
- Monitor market trends, consumer behavior, seasonality, and competitor activity within the toys category.
- Analyze campaign performance, sales data, and consumer feedback to refine marketing strategies and improve effectiveness.
- Prepare and present periodic marketing reports highlighting results, insights, risks, and opportunities.
Cross-Functional Collaboration
- Work closely with Sales, Supply Chain, and Logistics to ensure campaign alignment, product availability, and smooth execution.
- Support the sales team with marketing tools, presentations, and training on brand positioning and product knowledge.
- Coordinate with suppliers and brand principals to align on global guidelines, campaigns, and co-marketing initiatives.
People & Agency Management
- Lead, coach, and motivate the marketing team, fostering creativity, accountability, and execution excellence.
- Manage relationships with external agencies (creative, media, digital, events) to ensure quality delivery and cost efficiency.
Other Responsibilities
- Perform other duties aligned with the scope of the role as assigned by management.
