Creative Director, Marketing Campaigns Dolls
About The Position
MGA Entertainment is seeking a strategic, imaginative, and results-driven Creative Director to lead visual brand storytelling and campaign creative execution across its doll portfolio, including L.O.L. Surprise!, Rainbow High, Mirror Mi, Bratz, and MiniGlam. As part of Creative Shared Services, the role works across departments to translate brand strategies into campaigns, content, and experiences across digital, social, broadcast, retail, and experiential channels. The position guides creative work from concept through delivery, building brand affinity, engaging audiences, and supporting business objectives. It calls for hands-on design expertise and a strong understanding of doll communities, collector culture, fashion, and youth trends, as well as skill in styling, set direction, photography, and visual composition. Success depends on close collaboration with Brand, PR, Product Development, Operations, Retail, and other stakeholders.
Requirements
- 7–10 years of relevant experience in creative marketing, art direction, graphic design, or brand development, including at least 3 years in a creative leadership role.
- A strong portfolio demonstrating integrated campaigns, visual storytelling, hands-on design expertise, and photography or video art direction.
- Experience in dolls, fashion, toys, entertainment, or related consumer lifestyle categories, with deep knowledge of doll and collector communities.
- Ability to translate brand strategy and cultural insights into compelling creative across multiple channels.
- Experience directing photo and video shoots, including set concepts, styling, composition, and product presentation.
- Experience leading and developing multidisciplinary creative teams and managing projects from brief through delivery.
- Ability to build cross-functional partnerships and align creative work with product, marketing, operational, and retail priorities.
- Expert proficiency in Adobe Creative Suite, particularly Photoshop and Illustrator, with working knowledge of Figma, social platforms, and digital content formats.
- Excellent presentation, communication, collaboration, and organizational skills.
- Ability to manage multiple brands and competing priorities in a high-volume, fast-moving creative environment.
- Strong understanding of doll audiences, fandoms, collecting behaviors, customization, and unboxing.
- Understanding of fashion trends, streetwear, beauty, accessories, and subcultures, and ability to translate them into brand aesthetics and campaign concepts.
- Experience developing environments for product and talent photography, video, and social content, with attention to scale, materials, color, props, lighting, and product presentation.
- Experience creating for Gen Alpha, Gen Z, collectors, and millennial parents, with understanding of their motivations and content behaviors.
- Familiarity with creator communities, YouTube unboxing content, TikTok-first storytelling, and emerging forms of audience participation.
- Understanding of mass retail and e-commerce environments, including Walmart, Target, and Amazon, and experience collaborating with global teams, licensors, and external partners.
Responsibilities
- Lead creative development from concept through execution for integrated campaigns, product launches, brand initiatives, and seasonal promotions across MGA’s doll portfolio.
- Develop campaign concepts, narratives, and visual direction that express brand positioning, support business goals, and build cultural relevance.
- Apply knowledge of doll play, collecting, customization, fashion, and fandom to create authentic work for kids and collectors.
- Set the creative vision for photography and video shoots, including mood boards, sets, environments, props, styling, lighting, and composition; partner with production professionals to deliver cohesive brand visuals.
- Lead, inspire, and develop designers, copywriters, producers, and content creators through clear direction, feedback, and high standards.
- Collaborate with Brand, PR, Product Development, Operations, Retail, Integrated Marketing, Packaging, Influencer, Licensing, Sales, and executive stakeholders to align priorities and execution.
- Develop platform-native content for YouTube, TikTok, Instagram, and emerging platforms, as well as assets for broadcast, email, print, retail, and e-commerce.
- Oversee creative for trade shows, retail displays, sizzle reels, influencer kits, experiential activations, and other brand touchpoints.
- Maintain each brand’s distinct voice and visual identity while evolving creative expression with fresh and culturally relevant ideas.
- Develop briefs, define scopes and timelines, direct freelancers and agency partners, and coordinate with production and project management teams to deliver within budgets and deadlines.
- Track doll and collector communities, fashion, beauty, entertainment, and youth culture; use trends, campaign performance, and audience feedback to inform future creative work.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
Education Level
No Education Listed
