Senior Manager Digital Marketing

Posting Title

Senior Manager Digital Marketing

Requisition Number

R225906

Company

American Girl Brands, LLC

Location

El Segundo, California

Address

333 Continental Blvd

Zip Code

90245

Job Category

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, entertain 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 Team:

We're looking for people who are up for the challenge of honouring a seventy-year legacy by making their own mark in new frontiers. If being part of a remarkable transformation energizes you, you’re in the right place. We need pioneers, inventors, designers, and entrepreneurs of all kinds.

The Opportunity: 

As the Sr. Manager of retention marketing, you will support digital marketing across American Girl’s omni-channel business including DTC and retail. You will drive customer repeat purchase rates, satisfaction, and overall experience.

You’ll be responsible for LTV, requiring the development and execution of a compressive lifecycle marketing strategy across channels including email, SMS, and loyalty. You will support a team responsible for acquiring and retaining customers for American Girl business and hitting marketing driven goals. You will collaborate cross functionally to leverage customer data to improve all digital marketing touchpoints.

What Your Impact Will Be: 

Customer Retention Marketing

• Assist in the strategy and development of customer lifecycle communications across relevant touchpoints: email, SMS, loyalty, etc.
• Develops and executes strategies for personalized customer journeys pre/post engagement.
• Develop the CRM & retention marketing strategy to increase customer retention rate, drive repeat purchases and increase customer lifetime value.
• Partner with Media team to develop, implement, test and scale data driven audience-based marketing efforts.
• Collaborate with Social, Media, Ecomm and Promotions team to map user journeys to identify gaps and opportunities in the customer experience across all touchpoints within Lifecycle Marketing campaigns.
• Constantly stay informed with best-in-class retention practices, including 1:1 personalization, triggers, email deliverability, send frequency, subject line best practices and best-in-class creative approaches to refine and improve all email & customer retention KPI’s.

Analytics, Measurement & Optimization

• Define and track KPIs relevant to lifecycle/retention.
• Partner with Data Analytics, Finance, and other counterparts to forecast, manage and analyse program performance metrics and to report on activities.
• Evaluates program performance and investigates opportunities to increase member engagement (e.g., ROI, new member acquisition and activation goals, etc.)
• Implement robust reporting, identifying trends and using data to optimize program goals.

What We’re Looking For: 

• 8+ years of digital marketing experience in driving lifecycle and retention marketing including email, CRM, loyalty, site marketing & customer segmentation. 
• Prior experience within a direct-to-consumer brand is required. 
• Proven track record in delivering long-term member engagement and lifetime profit growth.
• Deep understanding of segmentation and customer lifecycle.
• Strong data-driven mentality with the ability to interpret data and identify actionable insights to inform engagement strategies.
• Exceptional verbal and written communication skills to clearly share plans and strategies to senior management, peers, and direct reports.
• Entrepreneurial spirit and knowledge seeker - stays up to date on competition and trends and brings new ideas to the table constantly.
• Strong understanding of customer behaviours, data analysis and marketing automation tools.
• Strong knowledge of audience management tools and platforms (CDP, data onboarding, tagging, etc.)
• Strong knowledge of email service platforms (ESPs) and/or campaign orchestration.
• Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.
• Degree-level in any discipline

The annual base salary range for this position is between $114,000.00 and $171,000.00.

**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.

Don’t meet every single requirement? At Mattel we are dedicated to building a diverse and inclusive workplace, so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.

What It’s Like to Work Here:

American Girl is subsidiary of Mattel, a purpose driven company aiming to empower the next generation 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:

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.

Who We Are:

American Girl is a premium brand for girls and a wholly-owned subsidiary of Mattel, Inc. (NASDAQ:MAT, www.mattel.com), a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO and MEGA, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 35 locations and our products are available in more than 150 countries 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 children to explore the wonder of childhood and reach their full potential.

Mattel is recognized for the second year in a row as a Great Place to Work™ and as one of Fast Company’s Best Workplaces for Innovators in 2022.

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

Mattel is an Affirmative Action/Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers including minorities, females, veterans, military spouses, individuals with disabilities, and those of all sexual orientations and gender identities.