Manager 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: 

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

Qualifications

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 c