Growth Marketing Manager, Mattel Digital Studio

About the role

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.

Responsibilities

• Drive 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.
• 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.

Requirements

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.