Job Description

The Opportunity:

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

What Your Impact Will Be:

• 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

Qualifications

What We're Looking For:

• 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.

Additional Information

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.

Our Approach to Flexible Work:
This role is an in-office role Monday-Thursday, and work from home on Fridays. We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in-person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter.

Videos to watch:
The Culture at Mattel
Corporate Philanthropy

Videos To Watch
https://youtu.be/gWyvtJNrMno