Director, Brand Strategy & Activation

Mattel•El Segundo, CA

3d•$178,000 - $223,000•Onsite

About The Position

Mattel is seeking a strategic and consumer-focused Director, Head of Marketing for Portfolio Games. This role leads a dynamic portfolio of iconic and emerging games brands, including Skip-Bo, Pictionary, Whac-A-Mole, Scrabble, and Trading Cards. It will drive brand growth by shaping compelling consumer experiences across physical gameplay, digital touchpoints, and cultural moments. You will play a critical role in evolving Mattel’s Games business—building enduring brands, expanding into new formats, and connecting with players across generations.

Requirements

8–12+ years of experience in brand marketing, product marketing, or related fields (games, entertainment, consumer products, or digital platforms preferred).
Experience with adult collectibles and/or trading cards is required.
Proven success building and growing brands, ideally within games, toys, or interactive entertainment
Strong understanding of consumer behavior across casual, family, and social gaming audiences
Experience developing integrated marketing campaigns across physical and digital channels
Ability to work cross-functionally in a global, matrixed organization and influence without authority
Strong commercial acumen with experience managing budgets and driving ROI
Excellent storytelling, communication, and presentation skills
Passion for games, play, and creating engaging consumer experiences

Responsibilities

Lead the development and execution of global brand strategies across the Games portfolio, including positioning, target audiences, and annual marketing plans.
Drive integrated marketing campaigns across key touchpoints, including digital, social, retail, partnerships, and experiential activations.
Own product marketing strategy, including segmentation, messaging, and go-to-market plans for new launches and evergreen titles.
Evolve and modernize iconic brands like Pictionary, Scrabble, and Skip-Bo while unlocking growth opportunities for brands like Whac-A-Mole and the new Trading Cards business.
Partner cross-functionally with Product Design, Game Development, Creative, Sales, and Licensing to ensure cohesive brand storytelling and execution.
Lead cross-functional alignment on global launches, seasonal moments, and franchise-building initiatives.
Identify and drive opportunities to extend brands into new platforms (e.g., digital gameplay, content, partnerships, and licensing).
Manage marketing investment and optimize performance to deliver against revenue, engagement, and brand equity goals.
Leverage consumer insights, trends, and analytics to inform strategy and measure success.