By Allison Watkinson
TLL Reporter
Mattel has undertaken a restructuring of its commercial organization leadership aimed at strengthening its operating model to enable greater focus, agility and accountability.
That restructuring has seen three new senior managers appointed to critical roles in the company’s regional operations, those being Apostolis Karampatzakis, Sebastian Trischler, and Jessica Kelly.
Karampatzakis, was previously the VP and Country Manager for Mattel’s Pan EMEA Markets, and has now been appointed to the newly created role of SVP and Head of Core Europe.
Karampatzakis will lead commercial strategy, retail distribution channel development, and operational execution across Mattel’s core Europe markets, including the UK and Ireland, Germany, Austria, Switzerland, France, Italy, Iberia, Benelux, and the Nordics, with the European Amazon team reporting to him.
Karampatzakis will report directly to Sanjay Luthra, who was recently appointed Chief Commercial Officer, succeeding outgoing President and CCO Steve Totzke. Luthra will begin his new role on May 1.
Karampatzakis has more than 25 years of experience at Mattel across various roles in Europe. His previous positions include Senior Director of Sales for eCommerce in Europe and Regional Sales Director for Germany, Austria, and Switzerland.
Most recently, as VP and Country Manager for PEM, he doubled the region’s business over five years. In 2024, he received Mattel’s Annual Chairman’s Award, a prestigious global recognition granted to one individual each year.
“After over a quarter century at Mattel, I am honoured to step into this newly created role leading our core Europe markets,” Karampatzakis said. “I look forward to driving focused and streamlined strategies that will enable Mattel and our partners to further accelerate industry growth.”
Trischler, the VP and Country Manager DACH and Head of E-commerce EMEA, has been appointed VP and Country Manager PEM, responsible for leading the performance and day-to-day commercial operations across the PEM region. He will also be reporting directly to Luthra.
“I am excited for the opportunity to lead a dynamic and diverse portfolio of countries across the PEM region, unlocking the potential of some of the company’s most important growth markets,” Trischler said.
Luthra says the appointments are key to Mattel’s plans for expansion in the EMEA region.
“As I step into the global role of Chief Commercial Officer, I do so with immense pride in what we have built together in EMEA and with absolute confidence in the future ahead,” Luthra said. “Apostolis and Sebastian bring the leadership, experience and ambition to continue shaping our next chapter, further modernising how we operate and unlocking a massive opportunity for this important region along with our valued retailers, licensors and partners.”
Mattel says it has also promoted Jessica Kelly to a key position in the company as its new Senior Director, Head of Consumer Products EMEA.
Kelly will step into the position officially on May 1, 2026, succeeding Ruth Henriquez following her recent departure. The role will see Kelly leading Mattel’s Consumer Products and licensing business across Europe, the Middle East and Africa.
A seasoned commercial leader, Kelly joined Mattel in 2018 and has built a strong track record across both local and regional teams. Her experience spans the UK Sales organization as well as broader EMEA leadership roles across Customer Marketing, Amazon and eCommerce.
Prior to joining Mattel, Kelly held roles at Dyson, Marks & Spencer, WHSmith and Blockbuster, bringing a broad perspective across retail, consumer goods and entertainment.
Most recently, Kelly served as Senior Director and Country Manager for Poland & Central and Eastern Europe.
In her new role, Mattel says, Kelly will be responsible for shaping and executing the company’s regional licensing and category strategy across all consumer products verticals.
“Jessica brings a strong combination of commercial acumen, leadership capability and deep knowledge of Mattel’s brands and markets,” said Meredith Norrie, VP & Head of Consumer Products Global. “Her ability to lead teams through transformation, while building collaborative partnerships makes her ideally positioned to drive the next phase of growth for our Consumer Products business across EMEA.”
In her new role, Jessica will be tasked with driving Mattel’s regional licensing and category strategy across all consumer product segments, working closely with Karampatzakis and Trischler.