Sr Associate Analyst, Digital Marketing

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 seeking a Digital Marketing Associate Analyst for the Mattel social video portfolio, working across the full spectrum of Mattel brands on both kids and general audience platforms. This individual will harness YouTube and social analytics to generate data, insights and strategic recommendations that directly contribute to audience growth and engagement. This role will also collaborate with Mattel’s Digital and Social Strategy leads to monitor KPIs across the brand portfolio and optimize the performance of owned and operated (O&O) channels to support overall strategic goals. The role will support both organic and paid marketing plans, fueling demand creation while developing the next generation of social/video presence for the most iconic toy brands in the world.

Finally – Your data-driven skills, curiosity and relentless pursuit of success will inform an ongoing effort to test new, innovative ideas for maximizing reach, brand love, and sales conversion across multiple platforms – delivering clear, measurable impact for both audience and Mattel alike.

What Your Impact Will Be: 

80% - Reporting and Analyzing Campaign & Channel Performance; Audience Growth Research

What: Analyze campaign performance and interpret data across all social channels, delivering clear, actionable insights through detailed reporting and compelling data visualizations. Support the Execution Team with recurring reporting deliverables, goal projections, KPI tracking, and ad-hoc analyses to inform strategic decision-making.

How:

• Track content performance against KPIs and targets across platforms, supporting annual and multi-year strategic goals.
  • Analyze competitor, audience, platform, and creative trends within the broader OTT ecosystem to identify actionable opportunities that drive reach and engagement across the portfolio
  • Translate insights from emerging platform features (e.g., new social platform features), user behavior shifts e.g., change in consumption patterns over time across certain demographics), and competitive brand performance into data-driven recommendations.
  • Leverage competitive datasets for benchmarking, trend analysis, and strategic content alignment to optimize performance throughout the year.
• Partner with paid media team to align organic and paid KPIs, ensuring both efforts work cohesively to maximize overall impact.
• Collaborate and provide data for internal content teams to implement data-driven strategies and creative alignment to improve overall Mattel YouTube performance
• Manage a robust database of media metrics, ensuring data accuracy and reliability through regular updates and maintenance to ensure data accuracy and reliability
• Conduct ad hoc platform and channel analysis and partner closely to inform Platform Strategy teams to support overall strategy
• Data pulling and tracking historical content performance in an organized and clear way
• Monitor and research YouTube trends and share key updates to the Platform Strategy execution and development teams
• Ensure audience KPIs are met and flagging any performance declines so strategy teams can pivot quickly

Why: Data analysis and performance reporting will play a pivotal role in shaping content strategies that support key company objectives. As digital video continues to prove effective in driving audience demand, these insights are critical to maximizing impact and guiding strategic decisions at Mattel.

20% - Cross-functional Partner Management

What: Communicate progress toward goals and KPIs through regular performance presentations for assigned brands and platforms. This includes reporting on performance versus targets, identifying key drivers, offering strategic recommendations, sharing audience insights, and outlining content expectations. Present key learnings to senior stakeholders to inform creative direction and brand development. Additionally, provide analytical support to Platform Strategy Managers to drive data-informed decision-making.

How

• Contribute to recurring owned content performance reports for assigned platforms and brands, delivering actionable insights along with clear recommendations, supporting rationale, and resource requirements
• Participate in weekly cross-functional stakeholder meetings to align on the execution of annual and multi-year strategic plans.
  • Partner with Media team and brand leads to ensure strategies are aligned with current-year objectives.
  • Partner with Publishing teams to provide data on channel performance and publishing strategies
• Share performance insights and key learnings from current-year implementations with Development Strategists and Publishing teams to inform future planning and content development
• Engage in monthly strategic discussions with Development and Publishing leads to review performance data, identify learnings, and recommend optimizations.
• Support the execution of tasks and projects related to YouTube Joint Business Plan (JBP) initiatives and other strategic development needs as assigned.

Why: Achieving annual and multi-year objectives requires continuous evaluation of current strategy performance. When strategic pivots are necessary, content direction must be carefully steered through a cross-functional process—encompassing briefing, input alignment, and narrative development—to gain stakeholder buy-in and secure budget approval.

Key Result Areas: measures/metrics that will describe impact of the position (revenue, budget, conversion rates, etc.)

• Affinity KPIs: Views, watch time (or platform equivalent), level of demand creation.
• Consideration KPIs: Media-oriented MMM contribution (e.g., playisode KPIs as they’re developed).

Key Relationships (internal/external)

• Integrated Marketing Communication (Publishing, Production, Creative, Social, Influencer, Media)
• Global Brands Teams
• Distribution
• Franchise
• Product
• MarCom
• eCom

What We’re Looking For:

• College degree or equivalent experience.
  • Three to five years working in content marketing and strategy, with an emphasis on data analysis
• Proficiency in office productivity tools, such as Microsoft Office.
• Organized self-starter with excellent personable/collaborative skills.
• A critical thinker / strategic mind, interested in shaping the bigger picture.
• Strong skills at Microsoft Excel Reporting (calculations, pivot tables, etc.). Google Data Studio experience a plus
• Skilled at Microsoft  Powerpoint (data visualization, creating presentations in a clear concise way)
• Strong knowledge with current YouTube and social analytics (Facebook, Instagram, TikTok)
• Strong Tableau and/or Data Analytics & Dashboarding tools (SQL, Python, R, Looker Studio,  Google Data Studio)
• Experience in the digital media industry, kids content landscape is desirable.
• Strong time management, planning and project execution skills.
• Experience with cross-functional project management.
• Excellent written and verbal communication skills.
• Experience with presenting leadership or cross functional team members
• Outstanding attention to detail.
• Advanced understanding of popular video platform performance metrics (e.g. YouTube, SVOD).
• Knowledgeable in Social platform best practices
• Familiarity with COPPA/CARU.
• Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

The annual base salary range for this position is between $88,000 to $111,000.
**This range is indicative of projected hiring range, however annual base salary 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.

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