Rachel Rasser

Senior Director of Consumer Insights, Mattel, Inc.

El Segundo, CA 90245

Certifications · Degrees · Memberships

Degree Haverford College - BA

Her Story

About Rachel

Rachel Rasser is Senior Director of Consumer Insights at Mattel, Inc., where she has spent nearly 20 years helping some of the world’s most iconic brands better understand and serve consumers. Throughout her career, she has advanced through roles of increasing responsibility, becoming a trusted strategic advisor to business leaders across Mattel’s global portfolio. Rachel leads consumer insights initiatives that inform brand strategy, innovation, product development, and long-term growth. Her work has supported major brands including Barbie, Hot Wheels, UNO, Disney Princess, Masters of the Universe, and Monster High, helping teams make consumer-informed decisions at every stage of the product lifecycle. She is particularly passionate about ensuring the voice of the consumer is represented in executive decision-making, translating complex research findings into clear, actionable business recommendations. Prior to joining Mattel, Rachel began her career at BASES, where she developed expertise in concept evaluation, innovation research, and launch forecasting. Her experience on both the supplier and client sides of the industry has given her a unique perspective on consumer behavior, combining analytical rigor with practical business application. Rachel holds a Bachelor of Arts in Mathematics from Haverford College. She draws on her quantitative background and deep understanding of consumer behavior to uncover insights that drive brand growth, strengthen innovation, and build meaningful connections with consumers. She is passionate about elevating the consumer voice in business decision-making and helping brands create products, experiences, and stories that build meaningful connections with consumers around the world.

Her Interview

Ten minutes with Rachel

01What do you attribute your success to?

I’ve always been naturally curious and eager to learn, and I think that has been a major contributor to my success. Throughout my career, I’ve tried to stay open to new ideas and different ways of approaching challenges rather than assuming there’s only one right answer. Consumer behavior and the world around us are constantly changing, so I believe it’s important to keep evolving as well. Just as importantly, I genuinely love the work I do. I hold myself to a high standard and am always looking for ways to improve. When you enjoy what you do, it’s much easier to stay engaged, keep learning, and put in the time and effort required to grow and make an impact.

02What’s the best career advice you’ve ever received?

One of the best pieces of advice I’ve received is to be true to yourself. Everyone brings different strengths, perspectives, and leadership styles to the table, and I’ve learned that embracing those differences is far more valuable than trying to fit a mold. Staying authentic has helped me build stronger relationships, make better decisions, and develop a career that feels both successful and meaningful.

03What advice would you give to young women entering your industry?

My advice would be to find something you genuinely enjoy and to pay attention to the people you're working with. The work matters, but so does the environment and the culture. Being surrounded by people you respect, learn from, and enjoy spending time with can have a huge impact on your career and overall happiness. When you find both, you're much more likely to stay motivated, keep growing, and build a career you truly enjoy.

04What are the biggest challenges or opportunities in your field right now?

One of the biggest opportunities in consumer insights right now is helping organizations keep pace with a rapidly changing consumer landscape. Consumer behaviors, expectations, and cultural influences are evolving faster than ever, and approaches that worked in the past may no longer be as effective. At the same time, emerging technologies like AI are creating new ways to understand consumers and generate insights. The challenge—and opportunity—is to stay curious, adapt, and ensure insights remain grounded in real human needs and behaviors.

05What values are most important to you in your work and personal life?

Physical and mental health are extremely important to me because they provide the foundation for everything else. I also believe in holding myself to a high standard and continuously looking for ways to improve. I enjoy challenging myself, setting ambitious goals, and pushing beyond my comfort zone rather than settling for "good enough." Those values guide both my personal life and my career and have played a significant role in my growth over the years.

Keep Exploring