Product Marketing Manager, Mobile Publishing - Mattel Digital Studio

Mattel, Inc.; El Segundo (CA); Hybrid; USD 130,000 - 158,000; Full time

Job summary

Mattel Game Studios seeks a Product Marketing Manager to lead go-to-market execution for a growing portfolio of mobile games. You will bridge game development, publishing, UA, Creative Strategy, Analytics, PR, and Brand teams to drive successful launches and ongoing campaigns.

You will coordinate pre-registration, launches, lifecycle campaigns, audience strategy, and cross-Mattel promotions, blending marketing fundamentals with a passion for mobile games and player behavior while driving

Qualifications

• 5+ years in product, growth, or lifecycle marketing, including 3+ years in live-service mobile games.
• Experience developing audience segmentation, messaging frameworks, and product positioning.
• Experience supporting a title across its full lifecycle with hands-on CRM and lifecycle execution.
• Experience partnering with Influencer Marketing and agency partners.

Responsibilities

• Build and run go-to-market plans for each title across its launch arc (pre-registration, soft launch, worldwide launch, LiveOps).
• Own cross-functional marketing calendar across portfolio and coordinate with game teams, Growth, Brand, PR, Web, and Influencer Marketing.
• Develop positioning, messaging frameworks, audience segmentation, and player personas for campaigns.
• Execute lifecycle and CRM campaigns including segmentation, copy, cadence, and journey design.
• Develop app store presence and merchandising content in collaboration with Creative Strategist and ASO testing.
• Partner with Brand teams to integrate mobile moments into events and launches; bring brand moments into game marketing.
• Plan and execute creator campaigns with Influencer Marketing and agency partners.
• Distribute player and market research to inform cross-functional planning.

Skills

Product marketing

Go-to-market planning

Lifecycle marketing

CRM campaigns

Cross-functional collaboration

Storytelling & communication

PowerPoint proficiency

Excel proficiency

Self-starter

Analytics-driven

Education

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

Tools

ASO

PowerPoint

Excel

Singular

CRM tools

Job 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: Mattel Digital Studios is focused on building digital products, platforms, and experiences that deepen fan engagement and expand the ways consumers connect with Mattel's iconic brands.

Within it, Mattel Game Studios is the self-publishing team growing Mattel's portfolio of mobile games — building free-to-play titles on Mattel's most recognized IP, including Barbie, Hot Wheels, and UNO, each with over 90% brand recognition. We operate as a publisher game development is external, and we own growth, publishing, and the platform that supports both, with multiple titles in development across multiple studios launching on a roughly twice-yearly cadence. Our team spans User Acquisition, Product Marketing, Analytics, Creative Strategy, and Publishing, and we partner closely with internal game studios, brand teams, analytics, creative, product, engineering, and external partners to deliver engaging player experiences while driving sustainable business growth.

The Opportunity: Mattel Game Studios is seeking a Product Marketing Manager to build and run go-to-market execution across our growing portfolio of mobile games. This role reports to the Senior Director of Growth and serves as a key bridge between game development, publishing, User Acquisition, Creative Strategy, Analytics, PR, and Mattel's Brand and Franchise teams.

As our mobile portfolio expands, this role will coordinate go-to-market planning, pre-registration and launch activation, player lifecycle campaigns, audience strategy, and cross-Mattel promotional execution across titles. The ideal candidate combines strong marketing fundamentals with a passion for mobile games and player behavior and is comfortable rolling up their sleeves to drive execution alongside internal partners.

This is a highly collaborative individual contributor role without direct reports that requires strong project management, exceptional communication, and the ability to coordinate cross-functional teams.

What Your Impact Will Be

• Build and run go-to-market plans for each title across its full launch arc — pre-registration, soft launch, worldwide launch, and into LiveOps — including activation campaigns that convert pre-launch interest into day-one players.
• Own the cross-functional marketing calendar across the portfolio, coordinating timing across game teams, Growth (Creative Strategy and User Acquisition), Brand teams, PR, Web, and Influencer Marketing.
• Develop positioning, messaging frameworks, audience segmentation, and player personas that guide marketing campaigns throughout each title's lifecycle.
• Execute lifecycle and CRM campaigns including segmentation, copy, cadence, and journey design that supports player onboarding, engagement, and reactivation targets set by Growth and LiveOps.
• Develop the app store presence and first‑party merchandising in collaboration with our Creative Strategist including store listing content, screenshots narrative, seasonal refreshes, and feature pitches. Partner with User Acquisition and Product teams on ASO testing methodology.
• Partner with Brand teams to integrate mobile game moments into their events, physical product launches, and social and influencer activations — and bring brand moments into game marketing and LiveOps in return.
• Partner with Influencer Marketing and agency support to plan and execute creator campaigns that build awareness and drive installs across titles.
• Own the distribution of player and market research — new studies and existing findings alike — ensuring insights reach UA, Creative Strategy, Brand, Product, and game teams and actively inform their planning.
• Coordinate cross-Mattel promotional campaigns including calendar alignment, creative brief input, and day-to-day partner relationships, and report performance back to Growth and Publish

What We’re Looking For

• Bachelor's degree in Marketing, Business Administration, Communications, Digital Media, or a related field, or equivalent experience.
• 5+ years in product, growth, or lifecycle marketing, including 3+ years marketing live-service mobile games. Casual mobile experience strongly preferred.
• Strong understanding of the mobile game publishing ecosystem, including player 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 player journeys, segmentation, push, email, and personalization to drive engagement and retention.
• Experience partnering with Influencer Marketing and agency partners to plan and execute creator campaigns.
• Experience partnering with performance marketing teams on paid acquisition, App Store Optimization (ASO), creative testing, audience targeting, and campaign planning.
• Experience managing or synthesizing player and market research — surveys, competitive analysis, playtests — and distributing findings so they actually 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 — Product, Game Development, Analytics, Creative, Publishing, Brand, Engineering, the broader Mattel organization, and agency partners — with the 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.
• Experience with mobile analytics platforms such as Singular is preferred.
• Advanced proficiency in PowerPoint, Excel, and other core business applications.
• Self‑starter, comfortable operating in ambiguity, juggling multiple concurrent priorities without losing composure, and building new processes as the organization grows.
• Comfortable balancing strategic thinking with hands‑on execution.
• Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

Don't meet every single requirement? Mattel, we are dedicated to an inclusive workplace and a culture of belonging. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we still encourage you to apply. You may be just the right candidate for this or other roles.

How We Work

We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors

• We collaborate Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Our Approach to Flexible Work

This role is an in‑office role Monday‑Thursday, and work from home on Fridays. We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in‑person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter.

Who We Are

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher‑Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award‑winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Visit us at https://jobs.mattel.com/ and www.instagram.com/MattelCareers .

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.

The pay range for this position is between $130,000 and $158,000 annual. The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work 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.

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