Director, Marketing Activation

MGA Entertainment; Los Angeles (CA); On-site; USD 145,000 - 175,000; Full time

Job summary

MGA Entertainment in Los Angeles seeks a Director of Activation for L.O.L. Surprise! to drive global marketing strategy and US campaigns. You will lead consumer marketing efforts, coordinate with planning, creative, and media teams, and guide influencer partnerships and paid social initiatives.

The role requires a strong track record in large-scale campaigns, social media expertise, budget management, and a passion for the L.O.L. Surprise! brand.

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field (MBA preferred).
• 8+ years of experience in consumer marketing, preferably toy/entertainment/CPG.
• Proven track record of large-scale campaigns with measurable success.
• Strong experience with social media, influencer marketing, and digital content.
• Ability to lead cross-functional teams and manage budgets.
• Creative mindset aligned with the L.O.L. Surprise! brand identity.

Responsibilities

• Lead the planning, execution, and optimization of integrated marketing campaigns across digital, social, experiential, and retail channels.
• Develop a robust social media and content calendar for platforms like YouTube, Instagram, and TikTok.
• Collaborate with Planning, Digital Strategy, and Media teams on messaging and paid media strategies.
• Support retail marketing initiatives and in-store activations for top US accounts.
• Engage with fans on social platforms and coordinate influencer partnerships and media outreach.
• Set KPIs, analyze performance, and forecast for US brand items and licensed partnerships.

Skills

Consumer marketing

Cross-functional leadership

Social media & influencer marketing

Digital content

Budget management

Analytical skills

Education

Bachelor's degree in Marketing or Business

MBA preferred

Tools

Google Analytics

Sprout Social

Job description

CA EMPLOYEE PRIVACY RIGHTS:

https://www.mgae.com/ca-employee-privacy-rights

Company Summary:

MGA Entertainmentis one of the largest privately held toy and entertainment companies in the world, known for its commitment to creativity, quality, and innovation. Headquartered in Los Angeles with offices globally, the company creates innovative, proprietary, and licensed consumer products and entertainment properties, including toys, games, dolls, apparel, consumer electronics, home décor, stationery, sporting goods, movies, and television series. The MGA family includes award-winning brands such as L.O.L. Surprise!™, Little Tikes®, Rainbow High™, Bratz®, MGA’s Miniverse™, Yummiland™, CarTuned™, GrossMos!™, Pixel Petz™, Micro Games of America, Fluffie Stuffiez™, BABY born®, and Zapf Creation®. For more information, please visit us at www.mgae.com or check us out at LinkedIn, TikTok, Instagram and Facebook.

Position Overview:

The Director of Activation for L.O.L. Surprise! will be responsible for leading consumer marketing initiatives to drive brand awareness, engagement, and loyalty among a diverse global audience. In addition to setting global marketing strategy, this role is dedicated to executing high-impact marketing campaigns in the US that reinforce L.O.L. Surprise! as a leading toy brand in the industry. The ideal candidate will be passionate about working in a dynamic, fast-paced environment, have a strong background in consumer marketing, and be skilled in cross-functional collaboration.

Key Responsibilities:

• Campaign Execution:

  Lead the planning, execution, and optimization of integrated marketing campaigns across digital, social, experiential, and retail channels. Ensure each campaign aligns with the brand’s strategic vision and effectively engages the target audience.

• Content & Channel Strategy:

  Work closely with the Planning and Creative Teams to produce engaging and on-brand marketing assets for various platforms. Develop a robust social media and content calendar that drives continuous engagement, especially on platforms like YouTube, Instagram, and TikTok.

• Collaboration & Cross-Functional Coordination:

  Collaborate with the Planning Team on product launches, consumer insights, and key messaging. Partner with the Digital Strategy and Media Teams to align on paid media strategies, including influencer partnerships and paid social campaigns.

• Retail & Shopper Marketing:

  Support retail marketing initiatives and ensure brand consistency across in-store activations. Work with Sales and Merchandising teams to create exciting in-store experiences that encourage sales and customer engagement. Responsible for creating bespoke marketing programs that drive retailer specific activations at top US accounts and sharing learnings and campaigns with global counterparts.

• Community & Social Engagement:

  Engage with L.O.L. Surprise! fans across social platforms to maintain a loyal community. Partner with the PR Team to identify opportunities for influencer partnerships and media outreach, driving earned media and positive brand sentiment.

• Performance Tracking & Optimization:

  Set KPIs for all campaigns and conduct regular performance analysis. Use insights to adjust strategies and improve effectiveness for future campaigns. Responsible for US forecasting for all brand items and licensed-in partnerships.

Qualifications:

• Bachelor’s degree in Marketing, Business, or a related field (MBA preferred).
• 8+ years of experience in consumer marketing, preferably within the toy, entertainment, or CPG industry.
• Proven track record of executing large-scale marketing campaigns with measurable success.
• Strong experience with social media platforms, influencer marketing, and digital content.
• Ability to lead cross-functional teams and work collaboratively with internal and external stakeholders.
• Budget management experience and excellent analytical skills.
• A creative mindset with a strong sense of the L.O.L. Surprise! brand identity.

Preferred Skills:

• Familiarity with global toy or entertainment markets.
• Proficiency with marketing tools and software, such as Google Analytics, Sprout Social, or similar.
• Knowledge of children’s digital media regulations, including COPPA compliance.

Salary:

$145,000.00 - $175,000.00 /year