Manager Digital Marketing
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 fans, entertain audiences 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.
The Opportunity:
The Manager Digital Marketing will lead the development and execution of a social-first brand strategy, shaping how the brand shows up across platforms, communities, and culture. This role partners with the Director to evolve the long-term brand vision, with a primary focus on driving cultural relevance, audience engagement, and growth through social, creator, and digital ecosystems.
This individual will be responsible for translating brand strategy into best-in-class social and integrated campaigns, ensuring the brand is not only present in culture but actively participating in it. They will bring deep expertise in social platforms, creator partnerships, and emerging digital behaviors, with a strong ability to turn insights into content, conversation, and community.
The Manager will lead end-to-end social strategy and execution, from identifying trends and defining narratives to activating campaigns and measuring impact. They will serve as a key point of contact for Mattel’s Inter Agency Team (IAT), while directly managing social, influencer, and creative agency partners to deliver breakthrough, culturally resonant work.
A highly visible leader, this individual galvanizes teams, influences stakeholders, and ensures alignment around a social-first, audience-centric approach. They are both strategic and hands-on, equally comfortable defining the vision and executing it in real time.
What Your Impact Will Be:
Social & Brand Strategy Leadership
- Lead the development of a social-first brand strategy, ensuring the brand shows up authentically and consistently across platforms
- Translate cultural trends, social behaviors, and creator/influencer dynamics into actionable content and campaign strategies
- Define the brand’s voice, tone, and storytelling approach across social channels
- Establish social and content guardrails to ensure consistency while enabling creative flexibility
- Partner with Toy, Franchise, and Studio teams to embed social thinking into product, content, and launch strategies from the start
- Act as the central connector across content, product, experiences, and marketing to ensure social is integrated, not additive
Social Activation & Execution
- Own and lead end-to-end social campaign development and execution, from concept through launch and optimization
- Develop and execute always-on and tentpole social strategies, including key cultural moments, launches, and partnerships
- Partner with Influencer team to shape creator and influencer strategy, including identification, briefing, and relationship management
- Oversee the creation of platform-native content designed to drive engagement, sharing, and community participation
- Partner with creative and production teams to deliver high-quality, social-first assets (short-form video, trends, reactive content, etc.)
- Collaborate with regional teams to ensure global strategies translate effectively across markets
Performance & Optimization
- Define social KPIs (engagement, reach, sentiment, creator performance, conversion)
- Track, analyze, and optimize campaign performance in real time, using insights to refine strategy
- Monitor brand health through social listening, community engagement, and cultural relevance
- Continuously identify opportunities to improve content effectiveness and platform performance
What We’re Looking For:
- 6+ years of experience in marketing, with a strong emphasis on social, digital, and influencer marketing.
- Proven track record of leading social strategy and executing high-impact, culturally relevant campaigns.
- Deep expertise in social platforms (TikTok, Facebook, Instagram, YouTube, etc.), content trends, and creator ecosystems.
- Experience building and scaling always-on content and community engagement strategies.
- Strong understanding of social analytics, performance metrics, and optimization techniques.
- Ability to translate insights into compelling, platform-native creative ideas.
- Strategic thinker who can connect brand vision to day-to-day social execution.
- Hands-on mindset with the ability to own execution, not just strategy.
- Strong leadership and cross-functional collaboration skills.
- Confident presenter with the ability to influence senior stakeholders.
- Highly proactive, detail-oriented, and performance-driven.
- Passion for culture, entertainment, and storytelling, with a constant pulse on what’s next.
- Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.
*The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work location, skills and experience. Mattel offers competitive total pay programs, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential.
Don’t meet every single requirement? At Mattel, we are dedicated to an inclusive workplace and a culture of belonging. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we still encourage you to apply. You may be just the right candidate for this or other roles. Join Mattel's Talent Community and start receiving exciting updates about our company, our employees, and our culture. Also, interested in signing up for job alerts? Do so here!
How We Work:
We are a purpose driven company aiming to empower generations 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.
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 ecommerce 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.
Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.
Visit us at https://jobs.mattel.com/ and www.instagram.com/MattelCareers.
Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.
Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.
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