Market Research Manager

Company Description

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, entertain, 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. 

Job Description

Job Purpose:
To lead the consumer and shopper insights function for the PEM region (Poland, Greece, Turkey, South Africa, Export Markets & Middle East), ensuring alignment with the broader EMEA strategy. This role involves leading small team, managing insight projects, and developing strategic insights that inform brand and business decisions. The position works closely with local markets and the EMEA insights team to ensure that insights are actionable, decisive, and implemented swiftly to drive business outcomes. Agility in decision-making and the ability to influence stakeholders at all levels are key to the success of this role.

Main Tasks and Accountabilities:
• Lead the Consumer, Business, and Shopper insights function for the PEM region, ensuring alignment with EMEA-wide objectives.
• Make decisive strategic recommendations based on consumer insights to inform PEM’s brand strategy, marketing decisions, and business outcomes.
• Manage a small team in delivering insights with agility, ensuring quick turnarounds and high impact across PEM markets.
• Ensure all insights are actionable and relevant, helping teams seize opportunities quickly and effectively.
• Influence key stakeholders across the PEM region and EMEA leadership by presenting compelling, data-driven insights that shape strategic decision-making.
• Collaborate with the EMEA insights team to maintain consistency in methodologies and frameworks, ensuring PEM-specific insights contribute to regional goals.
• Present key findings to PEM leadership, delivering persuasive, clear, and concise reports that guide strategic decisions.
• Oversee the planning and execution of both qualitative and quantitative research projects, ensuring efficient and agile project management.
• Monitor category and brand performance at retail, providing sharp, actionable insights to local teams (Sales, Finance, Marketing) and contributing to broader EMEA projects.

Qualifications

• University degree in social science, business administration, or a related field.
• At least 4-6 years of experience in a similar role, focused on insights and strategy development within a smaller region (PEM or similar).
• Experience leading a small team and conducting research projects, with a focus on market, consumer, and shopper insights.
• Experience working in a matrix organization and aligning regional strategies with broader EMEA business goals.
• Proven ability to influence stakeholders and lead strategy development, demonstrating agility and quick, informed decision-making in a multicultural environment.
• Strong leadership skills with the ability to manage a small team and make quick, informed decisions that drive key initiatives forward.
• Decisive and proactive in communicating insights to a range of stakeholders, including local leadership, brand teams, and research partners.
• Agility in decision-making and ability to pivot strategies quickly in a fast-paced environment.
• Exceptional influencing skills to engage and persuade stakeholders across different levels and departments, driving the adoption of insights-based strategies.
• Results-driven, self-motivated, with a strong ability to lead initiatives and act swiftly to meet business objectives.
• Excellent interpersonal skills, capable of managing relationships and fostering collaboration across different regions and departments.
• Strong project management skills with the ability to multitask and prioritize effectively in a dynamic environment.
• Experience working with syndicated data sources and research vendors, ensuring clarity and alignment on project goals.
• Understanding of marketing strategies, budgeting processes, and consumer behavior analysis.
• Proficient in MS Office, with experience in business intelligence tools (e.g., Tableau) being an advantage.
• Knowledge of local PEM languages and culture is valuable.