Product Marketing Manager, Mobile Publishing - Mattel Digital Studio

Mattel•El Segundo, CA

11d•Hybrid

About The Position

Mattel Game Studios is seeking a Product Marketing Manager to build and run go-to-market execution across its 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 the 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.

Requirements

Bachelor's degree in Marketing, Business Administration, Communications, Digital Media, or a related field, or equivalent experience.
5+ years in product, growth, or lifecycle marketing, including 3+ years marketing live-service mobile games.
Casual mobile experience strongly preferred.
Strong understanding of the mobile game publishing ecosystem, including player acquisition, retention, monetization, LiveOps, lifecycle marketing, and go-to-market planning.
Experience developing audience segmentation, messaging frameworks, product positioning, and integrated marketing plans.
Experience supporting a title across its full lifecycle — pre-registration, launches, LiveOps events, and feature updates — with hands-on CRM and lifecycle execution across player journeys, segmentation, push, email, and personalization to drive engagement and retention.
Experience partnering with Influencer Marketing and agency partners to plan and execute creator campaigns.
Experience partnering with performance marketing teams on paid acquisition, App Store Optimization (ASO), creative testing, audience targeting, and campaign planning.
Experience managing or synthesizing player and market research — surveys, competitive analysis, playtests — and distributing findings so they actually inform cross-functional planning.
Data-driven, with the ability to pull creative and campaign performance reports, interpret results, and translate them into clear recommendations.
Strong cross-functional collaborator — Product, Game Development, Analytics, Creative, Publishing, Brand, Engineering, the broader Mattel organization, and agency partners — with the ability to influence without direct authority.
Exceptional storytelling and communication skills, with the ability to translate product features into compelling player benefits through presentations, marketing plans, creative briefs, and messaging frameworks.
Experience with mobile analytics platforms such as Singular is preferred.
Advanced proficiency in PowerPoint, Excel, and other core business applications.
Self-starter, comfortable operating in ambiguity, juggling multiple concurrent priorities without losing composure, and building new processes as the organization grows.
Comfortable balancing strategic thinking with hands-on execution.
Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

Nice To Haves

Casual mobile experience strongly preferred.
Experience with mobile analytics platforms such as Singular is preferred.

Responsibilities

Build and run go-to-market plans for each title across its full launch arc — pre-registration, soft launch, worldwide launch, and into LiveOps — 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 LiveOps.
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 — and bring brand moments into game marketing and LiveOps in return.
Partner with Influencer Marketing and agency support to plan and execute creator campaigns that build awareness and drive installs across titles.
Own the distribution of player and market research — new studies and existing findings alike — ensuring insights reach UA, Creative Strategy, Brand, Product, and game teams and actively inform their planning.
Coordinate cross-Mattel promotional campaigns including calendar alignment, creative brief input, and day-to-day partner relationships, and report performance back to Growth and Publish.