Manager Digital Marketing

Mattel, Inc.and Subsidiaries; East Aurora (NY); On-site; USD 104,000 - 123,000; Full time

Job summary

Mattel, Inc. is seeking a Manager of Digital Marketing to lead a social-first brand strategy across platforms and culture. You will partner with the Director to evolve long-term vision, drive audience engagement, and oversee influencer and creator ecosystems.

This role translates brand strategy into best-in-class social campaigns, manages end-to-end execution, measures impact, and works with IAT and regional teams to ensure global relevance and timely, creative output.

Qualifications

• 6+ years of experience in marketing with emphasis on social and influencer marketing.
• Proven track record of leading social strategy and campaigns.
• Deep expertise in social platforms (TikTok, Facebook, Instagram, YouTube).
• Experience building always-on content and community engagement.
• Strong understanding of social analytics and optimization.

Responsibilities

• Lead end-to-end social strategy and execution from concept to launch.
• Develop always-on and tentpole social strategies with cultural moments.
• Partner with Influencer team for creator strategy and relationships.
• Create platform-native content to drive engagement and community.
• Collaborate with regional teams to translate global strategies.

Skills

Social marketing

Influencer marketing

Content creation

Campaign management

Social analytics

Leadership

Job description

Manager Digital Marketing

Pay range: USD $104,000 – $123,000 yearly. Base pay will be determined based on 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.

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 agrowth mindset by staying curious and continuously learning, embracing challenges, and improving themselves

Equal Employment Opportunity Statement

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.