Product Marketing Manager, Mobile Publishing - Mattel Digital Studio

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.

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.

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.

• Build and run go-to-market plans for each title across its full launch arc — pre-registration, soft launch, worldwide launch, and into Live Ops — 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 Live Ops.
• 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 —…