Manager, Global Brand Marketing (Digital Experiences, Hot Wheels)

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.

The Team:

Want to help drive the #1 Selling Toy in the World? 

An iconic brand for over 50 years, Hot Wheels partners with everyone from world class auto manufacturers, to the top entertainment franchises, to global gaming powerhouses, to the hottest car culture icons.  

Job Description

The Opportunity: 

Hot Wheels is hiring a Brand Marketing Manager to work on the Global Brand Team (GBT). The GBT is responsible for the global brand strategy as well as development of the global product line and marketing assets, and this role focuses on brand strategy & consumer marketing.  

The Brand Manager will work together with Mattel’s Future Lab team to lead the growth and brand awareness of a collector-focused app, develop and execute marketing strategies that drive user acquisition, engagement, and retention. 

What Your Impact Will Be: 

• Develop and implement marketing strategies that integrates app into a holistic HW fan ecosystem 

• Ensure accurate and consistent representation of the Hot Wheels brand within the Speedway app experience. 

• Serve as the brand voice in shaping the Hot Wheels collector journey and drive retention through compelling in-app engagement strategies. 

• Integrate the app seamlessly into key brand initiatives to enhance campaign impact and visibility. 

• Lead cross-functional coordination with GBT Product and Mattel Creations teams to leverage the app as a strategic marketing platform. 

• Maintain a steady cadence of fresh, engaging Hot Wheels content and marketing programs within the app to sustain user interest and excitement. 

• Partner with the IMC and Performance Marketing/Media Buying teams to develop and deploy promotional assets that amplify key initiatives – including content creation and social media strategies to bolster community growth and brand affinity. Partner with influencers on co-marketing opportunities. 

• Align performance marketing efforts with the Hot Wheels target audience by coordinating with the MDS team. 

• Collaborate with the Senior Product Manager to analyze in-app feature performance, user engagement, and progression from Auto Enthusiasts to dedicated Hot Wheels Collectors. 

• Work closely with Mattel Creations to ensure collector ecosystems like RLC are fully integrated into the Speedway app, enhancing the overall collector experience. 

• Lead market and competitor analysis to inform strategy. 

• Develop cross-marketing opportunities with OEMs and additional partners; work with Licensing on creating a seamless communication process with partners 

Qualifications

What We’re Looking For:

• Bachelor’s degree in Marketing, Business Administration, Communications or a related field, or equivalent experience.  

• 5+ years of experience in brand management or marketing roles—ideally with a track record of launching or scaling digital/mobile platforms. 

• Demonstrated experience driving user acquisition, engagement and retention for an app or digital property, using data-driven performance marketing tactics. 

• Experience working in a matrixed organization, including leading and coordinating with product teams, creative, performance marketing/media buying, licensing and external partners (e.g., influencers, OEMs). 

• Proven ability to develop compelling in-app content and marketing assets—social, CRM, e-commerce—and to integrate those seamlessly into broader brand campaigns. 

• Comfortable with marketing and analytics tools (e.g., Google Analytics, CRM platforms), and advanced skills in PowerPoint, Excel and other MS Office applications. 

Personal Attributes Required: 

• Strong written/verbal communication; confident presenting to senior stakeholders and large groups. 

• Highly organized, detail-oriented, with a demonstrated ability to manage multiple, fast-moving initiatives on tight timelines. 

• Genuine enthusiasm for Hot Wheels, automotive cultu