Sr Manager, Digital Marketing Strategy
3 weeks ago
The Opportunity:
Mattel is seeking a creative, inquisitive, and high-altitude thinking digital expert to provide strategic guidance for our global social portfolio. The role will support both organic and paid marketing plans, fueling demand creation while developing the next generation of social/video presence for the most iconic toy brands in the world.
In this cross-functional leadership role, you will contribute to aspects of planning, presenting, and reporting on owned content social marketing campaigns across Mattel. You will also be responsible for researching and sharing platform, audience, and competitive trends that guide creative and media for engaging/converting fans, shoppers, collectors, and more. Finally – Your curiosity and relentless pursuit of success will inform an ongoing effort to test new, innovative ideas for maximizing reach, brand love, and sales conversion across multiple platforms – Providing clear value for both audience and Mattel alike.
What Your Impact Will Be:
50% - Platform Strategy Development
Contribute to social strategy, campaign development for Mattel portfolio in collaboration with cross-functional partners including the integrated marketing, global brand, and regional market teams. Campaign/portfolio strategies must achieve desired business outcomes and may involve one or more audiences (e.g. heavy-buyers), platforms (e.g. TikTok), creators, and brands. Collect and formulate data into insights and recommendations for determining the optimal mix of market localization and media investment for campaign/portfolio strategies.
Inform development of campaigns / activations by assigned audience, platform, objective, and brand.
Partner with brand and digital account management teams to ensure input briefs include all data needed for marketing strategy development (objectives, resources, audience, etc).
Research platform trends (e.g., platform features), competitive performance, and user behavior to inform Mattel’s approach to content marketing.
Partner with cross-functional brand marketing team to ensure Mattel’s social presences offer clear value that attracts and engages the audience.
Partner with internal data team to develop benchmarks per-platform for achieving sales goals.
Ensure alignment of creative, production, media, and publishing resources needed to achieve breakthrough levels by platform, audience, and category.
Craft and present your plans to cross-functional stakeholders via PowerPoint, Keynote, or other tools.
Partner with peer teams to build reports in support of annual and multi-year planning where appropriate.
Provide reports on audience, platform, competitive, and creative trends to inform our influencer strategy/campaigns.
Host bi-annual alignment with legal to ensure platform strategy adheres to requirements and guidelines.
Execution of related tasks and projects to support the growth and evolution of our business.
50% - Platform Strategy Execution
Report on performance of marketing content strategy for Mattel portfolio in collaboration with cross-functional partners including the integrated marketing, global brand, and regional market teams. Campaign/portfolio strategies must achieve desired business outcomes and may involve one or more audiences (e.g. heavy-buyers), platforms (e.g. TikTok), creators, and brands. Act as the lead driver in recommending optimal adjustments of market localization and media investment during roll-out of campaign/portfolio strategies.
Track content performance vs KPIs/targets for social campaign/portfolio strategies by platform.
Translate competitor, audience, platform, creative updates from broad social/video ecosystem into actionable drivers for maximizing reach and engagement across assigned portfolio.
Implement and share learnings based on insights from platform trends, competitive performance across brands, creator, and user behavior.
Leverage competitive datasets for content alignment, benchmarking, and trend analysis to drive strategic and tactical content optimizations throughout the year.
Lead creation of presentation w/ regular updates on execution and performance variance vs target, identifying and presenting actions needed to accelerate or pivot where appropriate.
Partner with the production team to ensure content is delivered to Publishing in accordance with programming calendar (by platform).
Partner with the publishing team to ensure content is atomized and re-distributed across managed ecosystem.
Partner with influencer team to ensure timely reporting and learnings from social influencer activations.
Work with media, social, and local market teams to ensure proper allocation of dollars for achieving objectives in reach and engagement, pivoting as needed to achieve annual goals.
Execution of related tasks and projects to support the growth and evolution of our business.
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