Digital Marketing Analyst Jobs in California

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.

The Team:

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.

The Hot Wheels Showcase App is a digital experience designed for Hot Wheels fans and collectors, creating a central destination for content, community, product discovery, collecting moments, and brand engagement. This role will sit at the intersection of digital product, brand marketing, CRM, growth marketing, creative, and fan engagement.

The Opportunity:

Mattel's Digital Studio is seeking a Digital Marketing Manager to lead digital marketing for the Hot Wheels Showcase App. This role will be responsible for driving app growth, engagement, subscription conversion, and retention by developing and executing integrated marketing strategies across in-app content, CRM, performance marketing, brand campaigns, social, influencers, and live event integrations.

This is a highly cross-functional role without direct reports, requiring strong ownership, strategic marketing acumen, and the ability to rally teams around measurable business outcomes. The ideal candidate is not only a strong strategist, but also a hands-on operator who is willing to roll up their sleeves, drive execution, solve problems, and ensure marketing initiatives are delivered effectively from strategy through implementation.

The Digital Marketing Manager will serve as the central marketing hub for the Hot Wheels Showcase App, translating business goals into clear KPIs, actionable plans, and cross-functional execution across internal partners including the growth marketing team, brand team, CRM team, design team, product team, and external partners where applicable.

What Your Impact Will Be:

• Serve as the marketing owner for the Hot Wheels Showcase App, driving alignment across product, growth marketing, CRM, brand, creative, and analytics teams to achieve business objectives.
• Establish marketing goals and success metrics, regularly evaluating performance and identifying opportunities to improve acquisition, engagement, conversion, and retention.
• Develop and execute integrated marketing campaigns that support key app initiatives, feature launches, content moments, and subscription growth opportunities.
• Coordinate cross-functional teams to ensure marketing plans are delivered effectively, on time, and with clear accountability.
• Own the app marketing calendar, ensuring a consistent cadence of content, campaigns, and engagement opportunities for fans and collectors.
• Partner with CRM teams to optimize lifecycle marketing programs across email and push notifications.
• Collaborate with growth marketing teams to support paid acquisition, retargeting, and conversion-driving initiatives.
• Work closely with the Hot Wheels brand team to extend app visibility through social, influencer, community, and live event activations.
• Analyze campaign and app performance data, translating insights into actionable recommendations and optimization plans.
• Prepare and present performance updates, key learnings, and strategic recommendations to stakeholders.
• Act as a hands-on contributor when needed, creating campaign assets, writing copy, managing tracking links and QR codes, coordinating execution details, and solving operational challenges.
• Champion a test-and-learn culture, continuously identifying new opportunities to improve marketing effectiveness and business results.
• Ensure all marketing activities deliver a high-quality fan experience and remain aligned with the Hot Wheels brand.

What We’re Looking For:

• Bachelor’s degree in Marketing, Business Administration, Communications, Digital Media, or a related field, or equivalent experience.
• 7+ years of experience in digital marketing, growth marketing, lifecycle marketing, app marketing, brand marketing, or related roles; 5+ years of relevant experience with an MBA.
• Demonstrated experience driving growth, engagement, conversion, and retention for a mobile app, digital platform, subscription product, membership program, gaming experience, content platform, or consumer digital product.
• Strong understanding of full-funnel digital marketing, including acquisition, activation, CRM, performance marketing, organic growth, conversion optimization, and retention.
• Experience developing KPI frameworks, analyzing performance data, identifying insights, and translating findings into strategic and tactical marketing plans.
• Experience working cross-functionally with product, brand, creative, design, CRM, growth marketing, analytics, and external partners.
• Strong CRM experience, including email, push notifications, lifecycle journeys, segmentation, messaging strategy, testing, and performance analysis.
• Familiarity with performance marketing, paid media campaign planning, audience targeting, creative testing, attribution, and optimization.
• Experience with in-app content strategy, content calendars, merchandising, campaign planning, or digital engagement programming.
• Ability to develop strong creative briefs, marketing copy, messaging frameworks, presentations, campaign recaps, and stakeholder communications.
• Comfort working with marketing tools and analytics platforms. Experience with tools such as Singular, Google Analytics, Firebase, CRM platforms, mobile measurement partners, or similar systems is a plus.
• Advanced proficiency in PowerPoint, Excel, and other core business tools.

Personal Attributes Required

• Highly driven, self-starting, and comfortable taking ownership without needing step-by-step direction.
• Entrepreneurial and resourceful, with the ability to operate strategically while also getting hands-on with execution.
• Strong marketing judgment and commercial acumen, with the ability to connect brand moments, product experiences, audience behavior, and business outcomes.
• Excellent cross-functional leadership skills, with the ability to influence teams, align stakeholders, and drive execution without direct authority.
• Strong written and verbal communication skills, with the ability to present clearly to senior stakeholders and cross-functional partners.
• Highly organized and detail-oriented, with the ability to manage multiple fast-moving initiatives, timelines, dependencies, and deliverables.
• Comfortable operating in ambiguity, creating structure, and turning broad objectives into actionable plans.
• Analytical and performance-oriented, with a test-and-learn mindset and a focus on measurable results.
• Creative, curious, and willing to experiment with new ideas to engage fans and drive app growth.
• Genuine enthusiasm for Hot Wheels, collector communities, automotive culture, digital experiences, and fan-first marketing.

The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work location, skills and experience. Mattel offers competitive total pay programs, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential.

Don’t meet every single requirement? At Mattel, we are dedicated to an inclusive workplace and a culture of belonging. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we still encourage you to apply. You may be just the right candidate for this or other roles. Join Mattel's Talent Community and start receiving exciting updates about our company, our employees, and our culture. Also, interested in signing up for job alerts? Do so here!

How We Work:

We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors:

• We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Who We Are:

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.