Director, Digital Marketing

Company 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, inclusive, 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.

Job Description

The Opportunity

Mattel is advancing its consumer‑first strategy by redefining how we build, engage, and retain relationships with our audiences. The Director of Digital Marketing & Relationship Management will lead the enterprise approach to CRM, Loyalty Programs, the Promotional Calendar, and Brand Storytelling leveraging Global toolkits. This role will design and execute data‑driven strategies that deepen consumer engagement, elevate brand experiences, and drive long‑term value across the Mattel portfolio.

What Your Impact Will Be

Consumer Engagement Strategy

• Define the enterprise vision for CRM, loyalty, and lifecycle marketing.

• Embed relationship marketing into brand and campaign strategies across all consumer touchpoints.

• Integrate loyalty and CRM programs into content, partnerships, and marketing activations to maximize impact and retention.

Loyalty and CRM Leadership

• Lead the strategic evolution of loyalty programs that strengthen emotional and transactional connections with consumers.

• Partner with analytics to identify engagement opportunities and optimize consumer journeys.

• Oversee CRM strategy, including segmentation, lifecycle planning, and personalization.

Promotional Calendar and Commercial Strategy

• Own the global promotional calendar, ensuring cross‑brand alignment and discipline.

• Define promotional guardrails and frameworks that drive sales while protecting brand equity.

• Collaborate with eCommerce, Paid Media, and Brand Marketing to integrate campaigns across channels.

Brand Building and Experience

• Partner with Brand and Creative teams to craft lifestyle and storytelling strategies that expand consumer affinity.

• Champion new approaches to content and experience that strengthen Mattel’s connection with consumers.

• Ensure every campaign builds both short‑term conversion and long‑term brand equity.

Leadership and Collaboration

• Lead and develop a high‑performing team across CRM, loyalty, and promotional strategy.

• Serve as a strategic advisor within the marketing leadership team, shaping enterprise marketing priorities.

• Collaborate across functions to ensure consistent consumer engagement and global alignment.

Qualifications

What We’re Looking For

• 10+ years of digital, CRM, or brand marketing experience with a track record of driving consumer engagement at scale.

• Culture builder dedicated to employee development and strong team collaboration.

• Deep expertise in CRM, loyalty innovation, and promotional strategy.

• Proven ability to align relationship marketing with brand storytelling and commercial objectives.

• Strong analytical acumen and ability to translate data into strategic action.

• Experienced leader skilled at influencing across marketing, media, creative, and eCommerce.

• Demonstrated success in leading organizational change toward consumer‑centric marketing.

What You Bring

• Strategic vision with a balance of creativity and data‑driven rigor.

• Leadership presence and ability to influence at all levels.

• Passion for building meaningful, lasting consumer relationships.

• Commitment to advancing Mattel’s digital transformation and growth agenda.

• Demonstrated growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

* 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…