Marketing Manager, UGC Gaming (Roblox & Fortnite)

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 Team:

The Future Lab team’s mission is to pioneer the future of play by identifying, incubating, and implementing new customer-facing, tech-enabled products, experiences, and services beyond Mattel’s conventional offerings and categories.

The position of Marketing Manager, UGC Gaming (Roblox & Fortnite) sits within the Future Lab Product Studio, a collaborative team responsible for the development, launch, and live operation of validated digital products. The team works cross-functionally with global Mattel partners and external development studios and is based in Mattel’s offices in El Segundo, CA

The Opportunity: 

The Marketing Manager, UGC Gaming (Roblox & Fortnite) will lead go-to-market and live ops marketing efforts for user-generated content (UGC) experiences on creator platforms, helping to shape the way Mattel brands show up authentically within next-gen digital ecosystems.

You will develop and manage creator, community, and social campaigns that bring our experiences to life. This includes close collaboration with internal teams (Product, Global Brand Team, Franchise, Communications, Social, Legal, and Production) and external developers and agency partners to execute high impact launches and sustain player engagement post-release. You will also own the marketing calendar across multiple titles, ensuring all messaging is coordinated, timely, and aligned with platform-native best practices.

This is an exciting opportunity for a culturally fluent, execution-focused marketer who thrives at the intersection of brand, community, and digital experiences, and who can seamlessly connect creative storytelling with business impact.

What Your Impact Will Be: 

• Lead go-to-market planning and execution for UGC experience launches, content updates, and live service campaigns.
• Manage an integrated marketing and social calendar across multiple experiences, ensuring alignment across internal and external teams.
• Collaborate across Future Lab and Mattel, including Product, Brand, Comms, Social, Legal, and Creative, for unified campaign strategy and execution.
• Serve as the primary marketing liaison to external game developers, creator talent, and agency partners.
• Plan and execute platform-native creator campaigns, including early access programs, paid influencer activations, UGC contests, and co-creation initiatives.
• Support the planning and execution of in-experience events or community activations that align with marketing and product milestones.
• Work closely with performance marketing and brand teams to align organic content with amplification strategies and campaign KPIs.
• Analyze and optimize campaign and creator performance across platforms by tracking key KPIs, collaborating with finance and performance teams on budget and ROI alignment, and staying current on platform trends, fan behavior, and creator culture to ensure all campaigns remain fresh, discoverable, and effective.

What We’re Looking For: 

• 3–5 years of experience in marketing, influencer or community strategy, or digital content, preferably in gaming, youth entertainment, or UGC ecosystems.
• Strong understanding of UGC platforms, creator ecosystems, and player behavior across channels like TikTok, Discord, YouTube, and native community hubs.
• Demonstrated experience managing cross-functional teams, campaign calendars, and go-to-market workflows across multiple stakeholders.
• Proven ability to coordinate internal teams and external partners, including developers, creators, and agencies, to deliver on-time, on-brand campaigns.
• Familiarity with budgeting and campaign optimization, including experience working alongside growth or performance marketing teams.
• Experience planning events or in-experience activations tied to product or content milestones.
• Proficiency with marketing tools and platforms, including social scheduling tools, community management software, analytics dashboards, and project management tools (e.g., Asana, Jira, Confluence).
• Exceptional communication and collaboration skills across creative, technical, and executive stakeholders.
• Bachelor’s degree in Marketing, Communications, Business, or related field, or equivalent relevant work experience.
• A passion for digital play, creator communities, emerging platforms, and IP-driven storytelling.

The annual base salary range for this position is between $123,000 and $153,000.
**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.

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:

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