Sr Associate Analyst, Digital Marketing

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 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.

Job Description

The Opportunity: 

Mattel is seeking a Digital Marketing Associate Analyst for the Mattel social video portfolio, working across the full spectrum of Mattel brands on both kids and general audience platforms. This individual will harness YouTube and social analytics to generate data, insights and strategic recommendations that directly contribute to audience growth and engagement. This role will also collaborate with Mattel’s Digital and Social Strategy leads to monitor KPIs across the brand portfolio and optimize the performance of owned and operated (O&O) channels to support overall strategic goals. The role will support both organic and paid marketing plans, fueling demand creation while developing the next generation of social/video presence for the most iconic toy brands in the world.

Finally – Your data-driven skills, curiosity and relentless pursuit of success will inform an ongoing effort to test new, innovative ideas for maximizing reach, brand love, and sales conversion across multiple platforms – delivering clear, measurable impact for both audience and Mattel alike.

What Your Impact Will Be: 

80% - Reporting and Analyzing Campaign & Channel Performance; Audience Growth Research

What: Analyze campaign performance and interpret data across all social channels, delivering clear, actionable insights through detailed reporting and compelling data visualizations. Support the Execution Team with recurring reporting deliverables, goal projections, KPI tracking, and ad-hoc analyses to inform strategic decision-making.

How:

• Track content performance against KPIs and targets across platforms, supporting annual and multi-year strategic goals.
  • Analyze competitor, audience, platform, and creative trends within the broader OTT ecosystem to identify actionable opportunities that drive reach and engagement across the portfolio
  • Translate insights from emerging platform features (e.g., new social platform features), user behavior shifts e.g., change in consumption patterns over time across certain demographics), and competitive brand performance into data-driven recommendations.
  • Leverage competitive datasets for benchmarking, trend analysis, and strategic content alignment to optimize performance throughout the year.
• Partner with paid media team to align organic and paid KPIs, ensuring both efforts work cohesively to maximize overall impact.
• Collaborate and provide data for internal content teams to implement data-driven strategies and creative alignment to improve overall Mattel YouTube performance
• Manage a robust database of media metrics, ensuring data accuracy and reliability through regular updates and maintenance to ensure data accuracy and reliability
• Conduct ad hoc platform and channel analysis and partner closely to inform Platform Strategy teams to support overall strategy
• Data pulling and tracking historical content performance in an organized and clear way
• Monitor and research YouTube trends and share key updates to the Platform Strategy execution and development teams
• Ensure audience KPIs are met and flagging any performance declines so strategy teams can pivot quickly

Why: Data analysis and performance reporting will play a pivotal role in shaping content strategies that support key company objectives. As digital video continues to prove effective in driving audience demand, these insights are critical to maximizing impact and guiding strategic decisions at Mattel.

20% - Cross-functional Partner Management

What: Communicate progress toward goals and KPIs through regular performance presentations for assigned brands and platforms. This includes reporting on performance versus targets, identifying key drivers, offering strategic recommendations, sharing audience insights, and outlining content expectations. Present key learnings to senior stakeholders to inform creative direction and brand development. Additionally, provide analytical support to Platform Strategy Managers to drive data-informed decision-making.

How

• Contribute to recurring owned