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Market Research Manager

1 month ago

Fatih, Istanbul, Turkey Mattel Full time
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 a 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:

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

Qualifications

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

What It's Like To Work Here
We are a purpose-driven company aiming to empower the next generation to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors:

  • We collaborate. Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
  • We innovate. At Mattel, we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
  • We execute. We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Our Approach to Hybrid Work
We embrace a hybrid work model to empower a culture of growth, optimism, and wellbeing, where everyone can deliver on our shared purpose and realize their full potential. Combining purposeful in-person collaboration with tech-enabled hybrid work, our focus is to provide flexibility while enabling collaboration for moments that matter.

About Mattel
Who We Are:
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world's leading retail and e-commerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.

Mattel is recognized for the second year in a row as a Great Place to Work and as one of Fast Company's Best Workplaces for Innovators in 2022. Visit us at jobs.mattel.com and www.instagram.com/MattelCareers. Mattel is an Affirmative Action/Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers including minorities, females, veterans, individuals with disabilities, and those of all sexual orientations and gender identities.

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