Job Description

The Opportunity:

To lead the planning and delivery of Brand & Franchise public relations activity across the APAC region, strengthening the reputation of Mattel and its portfolio of brands through strategic, integrated communications. Working across Mattel's portfolio of iconic brands and franchises, including Barbie, Hot Wheels, Fisher-Price, UNO, Thomas & Friends and more, the role partners with marketing teams and PR agencies to develop and deliver integrated Brand & Franchise PR campaigns across APAC.

What Your Impact Will Be:

Regional PR Planning

- Develop Brand & Franchise PR plans that support Mattel's commercial priorities, brand strategies and corporate reputation objectives.
- Translate global campaigns and franchise narratives into relevant regional and local market activity.
- Identify opportunities to connect Mattel brands with consumer interests, cultural moments, entertainment trends and market conversations.
- Prioritise communications activity across multiple brands and markets based on business impact, audience relevance and available resources.
- Contribute regional insights to global communications planning and ensure APAC market needs are represented.

Campaign Leadership

- Lead Brand & Franchise PR campaigns directly where appropriate or partner with local marketing teams and PR agencies to provide communications counsel, campaign oversight and approvals, depending on market structure, capability and business priorities.
- Manage key campaigns from briefing and planning through to execution, approval, evaluation and reporting.
- Establish clear objectives, audiences, messages, media strategies, timelines and measures of success for each campaign.
- Coordinate Brand and Franchise PR activity across APAC while allowing for local differences in media, culture, behaviour and business priorities.
- Maintain oversight of PR campaign risks, dependencies, budgets and stakeholder expectations.

Media Relations and Storytelling

- Develop compelling stories that bring Mattel’s brands, products, purpose and business priorities to life.




- Identify proactive storytelling opportunities that strengthen Mattel's brands, franchises and broader business priorities.
- Build effective relationships with consumer, lifestyle, parenting, entertainment, business and trade media across the APAC region.
- Create high-quality media materials including press releases, pitches, key messages, briefing documents and spokesperson materials.
- Lead proactive media outreach and manage inbound enquiries with appropriate speed, accuracy and judgement.
- Prepare spokespeople for interviews and support media engagements involving leaders, brand representatives, partners and talent.
- Maintain awareness of changes in the regional media landscape and adjust public relations approaches accordingly.

Market and Agency Management

- Manage PR agency partners across APAC, providing strategic direction, stewardship and governance to maximise the value of Mattel's PR investment.
- Partner with marketing teams and agencies to shape PR plans, oversee approvals and ensure campaigns are delivered consistently with Mattel's communications standards.
- Review local market plans and materials to ensure they align with regional priorities, franchise narratives and communications objectives.
- Monitor agency performance, budgets and campaign outcomes, providing feedback to improve capability and consistency across the region.
- Share tools, campaign learnings and best practices across markets.

Stakeholder Partnership

- Partner with Brand Marketing, CPX and other cross-functional teams to provide communications counsel throughout campaign planning and execution.
- Provide recommendations on communications approach, timing, messaging and audience considerations.
- Manage competing stakeholder priorities and guide teams toward practical and aligned outcomes.




- Build trusted relationships with global, regional and local stakeholders across different levels and functions.
- Ensure public relations is considered early in business, brand and campaign planning.
- Recognise opportunities where Brand & Franchise PR can support broader corporate, executive or business storytelling, partnering with Corporate Communications to maximise opportunities.

Reputation and Issues Management

- Monitor emerging issues, media coverage and external conversations that may affect Mattel or its brands.
- Assess communications risk and determine when matters require senior escalation or broader consultation.
- Support with preparation of holding statements, questions and answers, key messages and response materials.
- Support coordinated responses to product, brand, corporate or market issues across APAC.
- Protect confidential and sensitive information when managing issues or business developments.
- Escalate emerging issues and reputational risks appropriately, exercising sound judgement and balancing local market needs with regional and global considerations.

Content Development

- Draft and edit clear, engaging and accurate communications for external audiences.
- Maintain consistency across regional messages while allowing for appropriate market adaptation.
- Review translated or locally developed materials to ensure the intended meaning and tone are retained.
- Support the development of regional case studies, leadership materials, award submissions and corporate storytelling content.
- Ensure materials reflect Mattel’s values, brand positioning and corporate narrative.

Measurement and Insights

- Establish meaningful measures for public relations activity based on campaign objectives and business priorities.
- Evaluate results using media quality, message delivery, audience relevance, sentiment and stakeholder outcomes.
- Prepare transparent regional updates and campaign reports for senior stakeholders.
- Use insights from campaign performance, media trends and market feedback to improve future activity.

📌 Sr Public Relations Associate (Richmond)
🏢 Mattel
📍 Richmond