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Sr. Manager, Brand Commercialization - Fashion & Preschool Brands

Location: Pawtucket, Rhode Island, US, 02861

Company: Hasbro

At Hasbro, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. We’re looking for adventurous and curious people who want to explore, experiment, and innovate to come up with the best ideas. Our culture has inspired our diverse team of highly skilled, highly creative, and highly committed individuals for 100 years and we believe the best is yet to come.

As Sr. Manager, Brand Commercialization – Fashion & Preschool Brands, you will drive the commercial success of a high-priority portfolio including Peppa Pig, Potato Head, Baby Alive, My Little Pony, and a new-to-market franchise (launching Fall 2026). You will lead and drive the US commercialization strategy and go-to-market execution, acting as the primary integrator of commercial insights across Sales, Global Brand Teams, Consumer Insights, and Retail. This position oversees a $120MM+ portfolio in the US and will shape the future of these iconic and emerging brands through data-led decision-making and deep cross-functional leadership.

This is a strategic leadership role and a support function. You will serve as the face of these brands internally and externally, interfacing regularly with VPs, senior retail partners, and cross-functional leaders. This role demands strategic rigor, executive presence, and operational agility.

A Day In The Life as a Sr. Manager, Brand Commercialization:

We are seeking a commercially grounded brand leader who thrives in complexity. You bring strategic foresight, command of the market, and the ability to unify cross-functional teams. A decision-maker and storyteller who bridges long-term brand vision with near-term revenue results.

• Drive the commercialization strategy for Fashion & Preschool brands in the US.
• Lead annual planning and range development for Baby Alive, Peppa Pig, Potato Head, My Little Pony, and a new-to-market franchise.
• Integrate market, shopper, and retailer dynamics into actionable line plans.
• Translate consumer and customer insights into product segmentation, retailer exclusives, and differentiated channel strategies.
• Partner with the Global Brand Team to influence upstream development based on regional needs.

Cross-functional & Strategic Leadership:

• Serve as the primary Commercial Insights Lead on the team, working closely with AIM, CMI & GBT.
• Lead Integrated Business Planning (IBP) process for the portfolio, including DMR forums, demand signal alignment, and forecast support.
• Manage go-to-market milestones including CF forecasts, line reviews, and Customer Previews.
• Ensure alignment across GBT, Sales, Finance, Ops, and Category Management for optimized execution.
• Partner with CSM and Sales to deliver seamless retail execution across online and brick-and-mortar.
• Lead sell-in presentations and strategic planning with key retail partners.
• Elevate in-store and digital activation through compelling product stories and shopper-centric planning.

POS Ownership & Performance Management:

• Maintain ownership of portfolio performance, analyzing POS trends, risks, and opportunities.
• Lead recurring business reviews with senior leadership.
• Develop and deliver compelling, insight-driven narratives to internal and external stakeholders.

Brand Influence & Marketing:

• Influence 360 marketing plans across campaigns and retail programs, working closely with GBT Marcoms.
• Ensure marketing strategies support both short-term sell-through and long-term brand health.
• Advocate for bold, creative thinking that delivers emotional resonance and commercial ROI.
• Lead pricing strategy for the portfolio in collaboration with Sales and Finance.
• Utilize insights and elasticity modeling to optimize margin and drive incremental growth.

Leadership & Succession Development:

• Act as the right-hand to the Director, with clear succession planning for portfolio leadership.
• Mentor and guide other Brand Managers, ensuring talent development and team continuity.
• Build a culture of accountability, insight-led decision-making, and collaborative excellence.

What You'll Bring:

• Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
• 10+ years of experience in brand management and/or brand commercialization.
• Demonstrated success managing large, complex portfolios in consumer products or entertainment.
• Deep understanding of the North American retail landscape.
• Strong financial acumen, command of POS performance and impact on the business.
• Strategic mindset with the ability to move from insight to action quickly and decisively.
• Executive presence and storytelling acumen to influence internal and external stakeholders.
• Proven people leader with experience mentoring and developing talent.

Reporting Structure: Reports directly to the US Brand Commercialization Director - Preschool & Fashion. This role serves as the portfolio's succession candidate for the Director-level position.

We are an Equal Opportunity / Affirmative Action Employer

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.

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. If you have a disability and require assistance in this application process and need to request an accommodation, please contact your recruiter or coordinator.

The base salary range for this position is $125,500.00 to $188,300.00. The hiring range will vary based on factors such as experience, skills, location and market conditions. Additionally, employees may be eligible for annual and long-term incentives as part of their overall compensation package.

• Health & Wellness: Medical, Dental, and Vision Insurance
• Time Off to Recharge: Paid Vacation & Holidays
• Financial Well-being: Generous 401(k) Match
• Life & Family Support: Paid Parental Leave
• Exclusive Perks: Product Discounts & More!

Nearest Major Market: Providence
Nearest Secondary Market: Rhode Island
Job Segment: Senior Brand Manager, Marketing Manager, Strategic Planning, Franchise, Merchandising, Marketing, Strategy, Retail

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