Senior Social Media Lead - Masterbrand & Creations

Job Description

The Opportunity:

The Senior Manager, Social Media will lead social strategy for both Mattel Masterbrand and Mattel Creations. This role will shape how Mattel shows up in culture across key social platforms - driving conversation, relevance, fandom and community through bold storytelling and platform-native content.

The ideal candidate is culturally fluent, highly strategic and creatively ambitious. They are deeply immersed in social trends, creator culture, fandom communities and emerging platform behaviors with a proven ability to translate insights into breakthrough social strategies that drive engagement and brand impact.

This is a rare opportunity to shape Mattel’s voice at a pivotal moment for the company - building deeper emotional connection and cultural relevance with generations who love Mattel’s iconic brands but have yet to connect with the Mattel Masterbrand itself.

What Your Impact Will Be:

Social Media Strategy

• Lead strategy for Mattel Masterbrand and Mattel Creations across Meta, Tik Tok, Reddit and You Tube.
• Translate the brand strategy into platform-native social narratives.
• Build always-on content ecosystems rooted in entertainment, storytelling, community engagement and franchise priorities.
• Drive audience growth, engagement, sentiment and brand relevance through innovative social programming and community-first thinking.
• Use social listening, performance analytics and audience insights to optimize content strategy and inform decision-making.
• Stay ahead of evolving platform behaviors, algorithm changes and digital culture trends to continuously evolve Mattel’s social presence.

Social Activation

• Collaborate with Brand Marketing, Creative, Influencer, PR, Entertainment, Digital Gaming, Toy and Consumer Product teams to develop integrated campaigns and launch moments.
• Integrate social moments with Mattel brands when relevant including Barbie, Hot Wheels, Fisher Price, Uno, American Girl, Monster High and Masters of the Universe.
• Identify and activate cultural moments, internet trends, fandom behavior, and emerging conversation opportunities in real time.
• Lead editorial planning, creative briefs, publishing strategies, and content calendars.
• Partner closely with Brand Creative to ensure strategies are translated into creative execution.
• Manage and develop an Associate, Social Media overseeing day-to-day channel management and publishing execution.

Qualifications:
Qualifications

What We’re Looking For:

• 8+ years of experience in social media, digital marketing, or cultural marketing within a global brand or agency environment.
• Platform Expertise:
  Deep understanding of social platforms including Instagram, Tik Tok, You Tube, Reddit, and emerging social spaces.
• Cultural Fluency:
  Has a finger on the pulse of culture with strong understanding of fandom communities, creator ecosystem, meme culture, audience behavior and emerging trends.
• Proven Track Record:
  Demonstrated success creating culturally relevant campaigns and generating meaningful online conversation around brands.
• Strategic Thinking:
  Forward-looking strategist who can translate high-level brand strategy into clear, actionable social plans.
• Analytics:
  Experience using social listening and analytics tools to derive actionable insights and optimize performance.
• Leadership:
  Strong cross-functional collaborator comfortable navigating a complex, matrixed organization.
• Communication:
  Excellent storytelling, communication and presentation skills.

* 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.

Additional Information

Don’t meet every single requirement? At 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. Join Mattel's Talent…