Director, Brand Franchise and Consumer Marketing - Play-Doh

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Date: Sep 11, 2023

Location: Pawtucket, Rhode Island, US

Company: Hasbro

At Hasbro we’re changing the face of play and entertainment. We’re looking for people who want to explore, experiment and innovate to come up with the best ideas. Our culture of community, passion, integrity, creativity and inclusion has inspired our diverse team of highly skilled, highly creative and highly committed individuals for 90+ years and we believe the best is yet to come.

We have an immediate opening for a passionate, results-oriented, innovative Director, Brand Franchise and Consumer Marketing for the Hasbro Creativity segment, led by the Play-Doh brand. This person will lead global franchise strategy and consumer marketing development, planning and activations for the Creativity portfolio and the Play-Doh brand to elevate awareness, affinity, relevancy, engagement and to drive commercial success (sales) for Toys &Games.  In this instrumental and high-profile role, the person will lead, collaborate, and influence cross-functional internal and external teams such as consumer insights, integrated marketing, retail, PR, social, creative, media, agencies, partners, and regional marketing to deliver best in class campaigns to engage and convert fans around the world. This role reports to the Creativity Segment Global Play Lead.


A day in the life as a Director, Franchise and Consumer Marketing:

  • Creativity Segment Management of total franchise with specific ownership of the Play-Doh toy brand.
  • Achieve annual and quarterly franchise financial revenue and profitability targets.
  • Set Creativity segment and Play-doh brand strategy, partnering with horizontals to unlock the potential of One Hasbro including Entertainment, Toy & Game, Digital Licensing, Licensed Consumer Products, Licensed Brand Events, Publishing, Brand Creative, PR and Media
  • Lead the integrated franchise planning process to expand engagement and commercial success; ongoing alignment and integration of Licensed Consumer Products, LBE, promotions and studio horizontals.
  • Develop global Brand and toy Product consumer marketing plan and asset toolkit in partnership with product marketing team, brand creative team, lead commercial markets and agency partners.  
  • Leverage integrated Franchise Brand, Consumer Marketing and Retail Activations for One Hasbro.
  • Develop unparalleled understanding of target consumer, leveraging data-driven insights to anticipate and translate market trends to activation roadmap, including competitive set.
  • Work collaboratively with the marketing organization to 1) provide creative assets for marketing to activate in region (Franchise and Product) 2) discuss and align on A&P allocations and mix 3) jointly identify areas of opportunity or efficiency in marketing spend and asset creation.
  • Global mindset through strategic relationships with regional marketing and channel partners.
  • Oversee & monitor performance (franchise, campaign, product) and overall ROI.
  • Leading, coaching, and developing direct reports (1 to start with view to build team).
  • Key member of Creativity segment and Play-Doh brand leadership team.


What you'll bring:

  • An MBA or Degree in a relevant field or relevant professional qualifications are welcome.
  • 10 years + experience specifically in Franchise Brand Strategy/Advertising/Management within CPG industry and across multiple audience segments
  • Successful track record delivering disruptive marketing programs and launches that differentiate company in strategic must-win categories
  • Outstanding project management skills, able to juggle multiple priorities and meet tight deadlines
  • Highly resourceful, tenacious, and able to work autonomously
  • Ability to navigate complex global organizations and structures to achieve their goals.
  • Experience working with international teams and possesses a curiosity to understand global market trends and market nuances
  • Excellent communication skills; ability to build consensus and influence across functions and levels
  • First-rate presentation skills; able to build and create strong verbal and written business cases
  • Identifies and leverages strong consumer insights to grow and develop existing/new consumer categories and consumer communication strategies.
  • Has exquisite product taste levels informed by an intimate understanding of popular culture and consumer behavior.
  • Consumer marketing and brand champion. Believes in the power of branded play.
  • Inspiring, driven & values world-class innovation and creativity.
  • Must be a team player driving a culture of relevance, diversity, inclusivity and excellence.
  • Leads with heart and purpose. Excels in motivating cross-functional teams to go above and beyond.


Functional experience and/or knowledge will include:


  • Franchise Vision:
    • Set a long-term franchise plan in partnership with horizontal leads.
    • Set ongoing integrated franchise team communication cadence and business review.
    • Develop robust brand briefs and guidelines for Entertainment, Digital Licensing, and Licensed Consumer Product partners.


  • Consumer Marketing: Develop consumer insight-led brand and product campaigns that deliver the right balance of brand elevation
    • Partner with Toy & Game and horizontals to optimize franchise and product campaign prioritization and recommended levels of investment.
    • Lead creative teams and agencies to bring brand and product campaigns to life including brand bibles, advertising toolkits, presentation decks, etc.
    • Leverage resources and collaborate with cross functional teams to ensure global campaigns are delivered on time, within budget and are the most efficient for target audiences, media placements as well as culturally relevant for global, regional and local markets.
    • Integrated Retail Marketing: Oversee the development of retail activation toolkits based on shopper and customer insights, retail activation priorities and point of sale assets.


  • Consumer, Category & Shopper Insights: Partner with the global research team to prioritize a pipeline of insights to drive strategy, innovation planning and growth.
    • Consistently build insights driven ideas/plans to test and learn innovation or trends for growth via brand, consumer engagement, segment, channel, market, etc.
    • Oversee Franchise and Product Portfolio Competitive market analysis to understand brand position and competitive growth areas in line with applicable antitrust rules. 


  • Toy Activations: Partner with the product marketing team to oversee Category Activation ‘Party’ priorities and Great gifts to deliver market leading share performance.  


  • Global Mindset: Partner with Regional Marketing leadership teams on brand and category strategic development, retailer JBP timelines, and performance analysis across regions ensuring alignment and excellence in execution.  


  • Performance Optimization: oversee the analysis and evaluation of Franchise metrics, brand and media performance to inform mid-long term strategy as well as drive optimization to support franchise growth and commercial success.


  • Process & Project Management:
    • Budget Management: Accurate tracking and consolidation of franchise budgets for management and optimization.
    • Lead and manage preparations for priority internal leadership meetings and presentations; present at key internal and external facing meetings.
    • Evaluate and implement improvements (as appropriate) to internal processes to maximize collaboration, communication, efficiency, and relationships across key stakeholders (i.e. regional marketing, key account retail leads, media, social, etc.)


  • Team Leadership: Manage a team with a mentorship approach.
    • Develop and manage a team to ensure they have the skill sets, resources and support needed to deliver in their role and achieve objectives, and that they operate in a manner consistent with Hasbro values.
    • Lead the team by example: ensuring effective communication, support and recognition is in place.
    • Identify, recruit, retain and develop talent.


Hasbro’s world-class brands and talented people are our greatest assets. One of the ways we invest in you is through a competitive and contemporary benefits package. Your particular benefits package will depend on your position, location, local legal requirements and years with the company. Here’s a look at what your benefits package may include: Medical, Dental & Vision Insurance, Half-day Fridays year round, Paid Vacation Time & Holidays, Generous 401(k) match, Paid Parental Leave, Team Hasbro Volunteer Program, Employee Giving & Matching Gifts Programs, Tuition Reimbursement, Toy Discounts and more!


Hasbro is committed to equality of opportunity in all aspects of employment. We are committed to making all employment decisions without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, marital status, or any other legally protected status.



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