Manager Digital Marketing

Mattel•East Aurora, NY

7h•$104,000 - $123,000•Onsite

About The Position

The Manager Digital Marketing will lead the development and execution of a social-first brand strategy, shaping how the brand shows up across platforms, communities, and culture. This role partners with the Director to evolve the long-term brand vision, with a primary focus on driving cultural relevance, audience engagement, and growth through social, creator, and digital ecosystems. This individual will be responsible for translating brand strategy into best-in-class social and integrated campaigns, ensuring the brand is not only present in culture but actively participating in it. They will bring deep expertise in social platforms, creator partnerships, and emerging digital behaviors, with a strong ability to turn insights into content, conversation, and community. The Manager will lead end-to-end social strategy and execution, from identifying trends and defining narratives to activating campaigns and measuring impact. They will serve as a key point of contact for Mattel’s Inter Agency Team (IAT), while directly managing social, influencer, and creative agency partners to deliver breakthrough, culturally resonant work. A highly visible leader, this individual galvanizes teams, influences stakeholders, and ensures alignment around a social-first, audience-centric approach. They are both strategic and hands-on, equally comfortable defining the vision and executing it in real time.

Requirements

6+ years of experience in marketing, with a strong emphasis on social, digital, and influencer marketing.
Proven track record of leading social strategy and executing high-impact, culturally relevant campaigns.
Deep expertise in social platforms (TikTok, Facebook, Instagram, YouTube, etc.), content trends, and creator ecosystems.
Experience building and scaling always-on content and community engagement strategies.
Strong understanding of social analytics, performance metrics, and optimization techniques.
Ability to translate insights into compelling, platform-native creative ideas.
Strategic thinker who can connect brand vision to day-to-day social execution.
Hands-on mindset with the ability to own execution, not just strategy.
Strong leadership and cross-functional collaboration skills.
Confident presenter with the ability to influence senior stakeholders.
Highly proactive, detail-oriented, and performance-driven.
Passion for culture, entertainment, and storytelling, with a constant pulse on what’s next.
Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

Responsibilities

Lead the development of a social-first brand strategy, ensuring the brand shows up authentically and consistently across platforms
Translate cultural trends, social behaviors, and creator/influencer dynamics into actionable content and campaign strategies
Define the brand’s voice, tone, and storytelling approach across social channels
Establish social and content guardrails to ensure consistency while enabling creative flexibility
Partner with Toy, Franchise, and Studio teams to embed social thinking into product, content, and launch strategies from the start
Act as the central connector across content, product, experiences, and marketing to ensure social is integrated, not additive
Own and lead end-to-end social campaign development and execution, from concept through launch and optimization
Develop and execute always-on and tentpole social strategies, including key cultural moments, launches, and partnerships
Partner with Influencer team to shape creator and influencer strategy, including identification, briefing, and relationship management
Oversee the creation of platform-native content designed to drive engagement, sharing, and community participation
Partner with creative and production teams to deliver high-quality, social-first assets (short-form video, trends, reactive content, etc.)
Collaborate with regional teams to ensure global strategies translate effectively across markets
Define social KPIs (engagement, reach, sentiment, creator performance, conversion)
Track, analyze, and optimize campaign performance in real time, using insights to refine strategy
Monitor brand health through social listening, community engagement, and cultural relevance
Continuously identify opportunities to improve content effectiveness and platform performance