Associate Manager, Digital Marketing (American Girl) at Mattel, Inc.and Subsidiaries in El Segundo, California

Job Description:

Posting Title Associate Manager, Digital Marketing (American Girl)

Requisition Number 210579
Location El Segundo, California

Zip Code 90245
Job Category Marketing

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, entertain 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 Opportunity:

Mattel is seeking an Associate Manager, Digital Marketing (American Girl YouTube) to drive global video strategies across Mattel's portfolio of brands and products. The position will work with the Manager of Digital Marketing on assigned categories of business, partner management and analytics. This individual will help optimize current and develop new YouTube marketing strategies ensuring impact and effectiveness across all levels of the digital marketing funnel. They will work cross-functionally with brand and content partners to ensure brand consistency and achievement of business goals.

What Your Impact Will Be:

60% -Audience Development

• Create and deliver always-on YouTube audience and programming strategies for American Girl to drive kid intent and product awareness across YouTube products.


• Build and present audience strategies complete with audience and competitor analysis, current platform state assessment, platform best practices and YouTube baselines for key metrics.


• Organize cross-functional brand strategy briefing with stakeholders to include brand and commercial overview, brand & product strategies, key product drivers, consumer segmentation, marketing objectives, key brand campaign, key commercial activations, brand-challenges, franchise strategy, YouTube KPIS and budget guidelines.


• Output and present YouTube global programming strategies to cross-functional partners that demonstrate, audience segments, competitive positioning/purpose, content formats, content mix (channel, influencer, and media), video partnership recommendations, calendarization, amplification plan and local market playbooks.


• Achieve executive leadership approval and partner with creative development, production, and marketing for execution


• Partner with Content Distribution on AVOD, SVOD and OTT opportunities.


• Partner with Social, Content and Marcom teams for asset creation needs.

40% - Analytics/Insights

• Take part in execution of YouTube optimization and best practices.


• Work hand in hand with Integrated marketing arms to align content and media metrics.


• Track and confidently translate digital performance metrics that drive brand health and financial targets.


• Help build and present compelling data-rich presentations that translate metrics into insights and actionable recommendations.


• Represent digital team in key milestone presentations, business planning meetings, and relevant external partner events.


• Partner with Insights teams to optimize new and existing marketing attribution models.

What We're Looking For:

• BA/BS degree or equivalent practical experience.


• 5-7 years' experience in digital marketing, brand marketing, content strategy and/or digital analytics.


• Experience in the consumer internet and media industries, specifically YouTube content distribution landscape.


• Google Analytics, YouTube Analytics (including CID) and Tubular Analytics experience required.

PREFERRED QUALIFICATIONS:

• Deep knowledge of industry trends, platform trends and competitive positioning in the Kids and Family YouTube space.


• Existing relationships with YouTube creators and media companies.


• Current or previous YouTube certifications in audience development, content strategy, digital rights management and monetization.


• Strong communication and interpersonal skills - ability to work closely with production, product, marketing and brand teams.


• Demonstrates ability to effectively build partnership and influence stakeholder and decision making at all levels of a matrix organization.


• Experience with COPPA, CARU and GDPR.


• Effective problem solving and analysis skills, and impeccable business judgment.

What It's Like to Work Here:

We are a purpose driven company aiming to empower the next generation 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.

Who We Are:

Mattel is a leading global toy company and owner of one of the strongest catalogs of children's and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO and MEGA, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 35 locations and our products are available in more than 150 countries 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 children to explore the wonder of childhood and reach their full potential.

Visit us athttps://jobs.mattel.com/andwww.instagram.com/MattelCareers.

Mattel is an Affirmative Action/Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers including minorities, females, veterans, individuals with disabilities, and those of all sexual orientations and gender identities.