Mobile Game Product Marketing Manager: Growth & GTM

Mattel EMEA; El Segundo (CA); On-site; USD 100,000 - 150,000; Full time

Job summary

Mattel Game Studios seeks a Product Marketing Manager to drive go‑to‑market execution for a growing mobile game portfolio. You will own lifecycle campaigns, audience segmentation, and cross‑functional coordination across Growth, Brand, PR, and game teams to maximize launches and live‑ops performance.

The role emphasizes data‑driven decision making, storytelling, and hands‑on execution with internal partners, including Brand and Creative Strategy, to translate product features into engaging

Qualifications

• 5+ years in product, growth, or lifecycle marketing, including 3+ years marketing live‑service mobile games.
• Strong understanding of the mobile game publishing ecosystem, including acquisition, retention, monetization, LiveOps, lifecycle marketing, and go‑to‑market planning.
• Experience developing audience segmentation, messaging frameworks, product positioning, and integrated marketing plans.
• Experience supporting a title across its full lifecycle — pre‑registration, launches, LiveOps events, and feature updates — with hands‑on CRM and lifecycle execution across journeys, segmentation, push, email, and personalization.
• Experience partnering with Influencer Marketing and agency partners to plan and execute creator campaigns.
• Experience partnering with performance marketing teams on paid acquisition, ASO, creative testing, audience targeting, and campaign planning.
• Experience managing or synthesizing player and market research — surveys, competitive analysis, playtests — and distributing findings to inform cross‑functional planning.
• Data‑driven, with the ability to pull creative and campaign performance reports, interpret results, and translate them into clear recommendations.
• Strong cross‑functional collaborator with ability to influence without direct authority.
• Exceptional storytelling and communication skills, with the ability to translate product features into compelling player benefits through presentations, marketing plans, creative briefs, and messaging frameworks.

Responsibilities

• Build and run go‑to‑market plans for each title across its full launch arc — pre‑registration, soft launch, worldwide launch, and LiveOps.
• Own the cross‑functional marketing calendar across the portfolio, coordinating timing across game teams, Growth, Brand, PR, Web, and Influencer Marketing.
• Develop positioning, messaging frameworks, audience segmentation, and player personas to guide campaigns.
• Execute lifecycle and CRM campaigns including segmentation, copy, cadence, and journey design for onboarding, engagement, and reactivation.
• Develop the app store presence and first‑party merchandising with our Creative Strategist, including store listing content and visuals.
• Partner with Brand teams to integrate mobile game moments into events, launches, and influencer activations.
• Collaborate with Influencer Marketing and agency support to plan creator campaigns that build awareness and installs.
• Own distribution of player and market research, ensuring insights reach UA, Creative Strategy, Brand, Product, and game teams.
• Coordinate cross‑Mattel promotional campaigns and report performance back to Growth and Publish.

Skills

Lifecycle marketing

Go-to-market planning

Audience segmentation

Cross-functional collaboration

CRM campaigns

Storytelling

Data-driven decisions

Education

Bachelor's degree in Marketing, Business Administration, Communications, Digital Media, or related field

Tools

PowerPoint

Excel

Singular

ASO testing

Job description

Mattel Game Studios seeks a Product Marketing Manager to drive go‑to‑market execution for a growing mobile game portfolio. You will own lifecycle campaigns, audience segmentation, and cross‑functional coordination across Growth, Brand, PR, and game teams to maximize launches and live‑ops performance.

The role emphasizes data‑driven decision making, storytelling, and hands‑on execution with internal partners, including Brand and Creative Strategy, to translate product features into engaging