POSITION OVERVIEWThe Marketing Director owns the global marketing and communications strategy for MGA's Action & Entertainment portfolio, including in-market brands such as CarTuned™, Hyojo™, and Armorsaurs™, plus new brands launching in sports and entertainment, and leads its execution in the United States. This role determines how these brands show up in culture: the campaign platforms, the content, the channel strategy, the retail experience, and the fan community. It leads a cross-functional team responsible for turning brand strategy into campaigns that drive awareness, engagement, loyalty, and sell-through.
This is a role for a marketing leader who understands fandom-driven categories and can speak to both kid and adult-collector audiences. The ideal candidate is as comfortable with a content calendar and a creator roster as they are with a media plan and a sell-through report. This role operates as one half of a two-Director partnership with the Brand Director, and the two are jointly accountable for the growth of the Action & Entertainment portfolio.
This is a fast-paced, hands-on role. Decisions are made quickly and the Director is expected to be hands-on building the campaign, reviewing the creative, and course-correcting in real time.
KEY RESPONSIBILITIESMarketing Strategy & Campaign Leadership- Define the global marketing and communications strategy for the Action & Entertainment portfolio, translating brand strategy from the Brand team into campaign platforms, messaging frameworks, and go-to-market plans.
- Lead the planning, execution, and optimization of integrated U.S. marketing campaigns across digital, social, experiential, retail, and entertainment channels.
- Build global campaign toolkits that international teams can adapt, and establish the rhythm for sharing learnings across regions.
- Own the go-to-market plan for every product launch, in lockstep with the Brand team's roadmap and launch calendar.
- Work with licensor partners on joint marketing plans and activations for licensed-in properties.
- Build and lead the go-to-market strategy for new brand launches, establishing awareness and community for properties with no existing fan base.
Content & Channel Strategy- Set the content and channel strategy across owned, earned, and paid, with particular depth on YouTube, TikTok, Instagram, and emerging platforms.
- Direct the Creative team and external agencies to produce engaging, on-brand assets; act as the standard-bearer for creative quality.
- Oversee the social and content calendar, ensuring continuous engagement between product launch moments.
- Partner with Digital Strategy and Media teams on paid media strategy, including paid social, creator partnerships, and retail media.
Team Leadership & Development- Lead, coach, and develop the Marketing team.
- Set clear goals and performance expectations; build a culture of creative ambition, speed, and measurable results.
- Recruit, onboard, and retain talent; build bench strength within the Marketing team.
- Model collaborative leadership across the Brand/Marketing partnership and set that tone for both teams.
Retail & Shopper Marketing- Partner with the Sales and Retail Marketing teams to drive U.S. retail strategy and execution, ensuring brand consistency across in-store and online activations.
- Shape in-store and e-commerce experiences that drive conversion and sell-through.
- Develop bespoke marketing programs that drive retailer-specific activation at top U.S. accounts, and share those programs and learnings with global counterparts.
Community, Creators & Earned Media- Set the strategy for fan community engagement across social platforms, and oversee the team responsible for day-to-day community management.
- Build and steward the creator and influencer roster across both kid-facing and adult-collector audiences.
- Partner with PR to drive earned media, cultural moments, and positive brand sentiment; act as a brand spokesperson where appropriate.
- Monitor community sentiment and feed insight back to the Brand team to inform product and brand decisions.
Marketing Budget, Performance & Optimization- Own the U.S. marketing budget for the portfolio including planning, allocation across channels, and in-year management to target.
- Set KPIs for all campaigns; conduct regular performance analysis and post-campaign reporting against KPIs.
- Use performance insight to reallocate spend and improve the effectiveness of future campaigns.
- Own U.S. forecasting for all brand items and licensed-in partnerships, along with the campaign plans, promotional calendar, and demand-driving activity behind it, and partner with the Brand Director to build it into the global brand forecast.
QUALIFICATIONSRequired- Education: Bachelor's degree in Marketing, Business, or a related field. MBA preferred.
- Experience: 8+ years in consumer marketing, brand activation, or integrated campaign leadership, preferably within toys, collectibles, entertainment, gaming, or CPG.
- People leadership: 3+ years directly managing and developing a marketing team, with demonstrated success building and retaining talent.
- Campaign track record: Proven success executing large-scale integrated campaigns with measurable business results.
- Digital & social depth: Strong hands-on experience with social platforms, creator and influencer marketing, and digital content production.
- Retail marketing: Experience building shopper and retailer-specific programs with major U.S. accounts.
- Commercial rigor: Marketing budget ownership and strong analytical skills; comfortable being measured on business outcomes, not just engagement.
- Category insight: Demonstrated understanding of fandom-driven brands - what builds a community, sustains it between launches, and converts it into demand.
Preferred- Experience marketing to both children and adult collectors, and fluency in how those strategies differ in tone, channel, and compliance.
- Knowledge of children's digital media regulations, including COPPA compliance, and of platform rules for kid-directed content.
- Familiarity with global toy or entertainment markets and the mechanics of equipping international teams.
- Experience with entertainment and content as a marketing vehicle (series, shorts, gaming integrations, live events).
- Proficiency with marketing and analytics tools such as Google Analytics, Sprout Social, or similar.
- Experience taking a new brand from concept to market, not only growing an established one.
Salary$150,000.00 - $170,000.00 / year
