Director, Consumer Marketing & Relationship Management

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 Opportunity: 

Mattel is advancing its consumer-first strategy by redefining how we build, engage, and retain relationships with our audiences. The Director of Digital Marketing & Relationship Management will lead the enterprise approach to CRM, Loyalty Programs, the Promotional Calendar, and Brand Storytelling leveraging Global toolkits. This role will design and execute data-driven strategies that deepen consumer engagement, elevate brand experiences, and drive long-term value across the Mattel portfolio.

What Your Impact Will Be: 

Consumer Engagement Strategy

• Define the enterprise vision for CRM, loyalty, and lifecycle marketing.
• Embed relationship marketing into brand and campaign strategies across all consumer touchpoints.
• Integrate loyalty and CRM programs into content, partnerships, and marketing activations to maximize impact and retention.

Loyalty and CRM Leadership

• Lead the strategic evolution of loyalty programs that strengthen emotional and transactional connections with consumers.
• Partner with analytics to identify engagement opportunities and optimize consumer journeys.
• Oversee CRM strategy, including segmentation, lifecycle planning, and personalization.

Promotional Calendar and Commercial Strategy

• Own the global promotional calendar, ensuring cross-brand alignment and discipline.
• Define promotional guardrails and frameworks that drive sales while protecting brand equity.
• Collaborate with eCommerce, Paid Media, and Brand Marketing to integrate campaigns across channels.

Brand Building and Experience

• Partner with Brand and Creative teams to craft lifestyle and storytelling strategies that expand consumer affinity.
• Champion new approaches to content and experience that strengthen Mattel’s connection with consumers.
• Ensure every campaign builds both short-term conversion and long-term brand equity.

Leadership and Collaboration

• Lead and develop a high-performing team across CRM, loyalty, and promotional strategy.
• Serve as a strategic advisor within the marketing leadership team, shaping enterprise marketing priorities.
• Collaborate across functions to ensure consistent consumer engagement and global alignment.

What We’re Looking For:

• 10+ years of digital, CRM, or brand marketing experience with a track record of driving consumer engagement at scale.
• Culture builder dedicated to employee development and strong team collaboration.
• Deep expertise in CRM, loyalty innovation, and promotional strategy.
• Proven ability to align relationship marketing with brand storytelling and commercial objectives.
• Strong analytical acumen and ability to translate data into strategic action.
• Experienced leader skilled at influencing across marketing, media, creative, and eCommerce.
• Demonstrated success in leading organizational change toward consumer-centric marketing.

What You Bring

• Strategic vision with a balance of creativity and data-driven rigor.
• Leadership presence and ability to influence at all levels.
• Passion for building meaningful, lasting consumer relationships.
• Commitment to advancing Mattel’s digital transformation and growth agenda.
• Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

*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.

Visit us at https://jobs.mattel.com/ and www.instagram.com/MattelCareers.

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.

Videos to watch:
The Culture at Mattel
Corporate Philanthropy