Sr Manager, Digital Marketing - AG Retention

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: 
As Sr. Manager, Retention Marketing, you will lead American Girl’s retention and loyalty strategy across CRM, SMS, loyalty, direct mail, and lifecycle marketing for the DTC business. This role is responsible for driving customer lifetime value, repeat purchase, engagement, and retention performance through cross-channel strategy, operational excellence, and cross-functional leadership.

You will own key retention programs end to end, from business case and strategy through implementation, optimization, reporting, and stakeholder alignment.

What Your Impact Will Be: ​​​​​​​

Customer Retention Marketing

• Shape the strategy, planning, and execution of customer lifecycle communications across email, SMS, loyalty, and other retention touchpoints.
• Drive lifecycle and retention initiatives that improve repeat purchase, engagement, loyalty participation, customer retention, and lifetime value.
• Oversee loyalty program strategy, roadmap, and performance, including member engagement, tier progression, benefits, and retention impact.
• Manage loyalty platform and vendor relationships, including capability evaluation, business requirements, implementation prioritization, and ongoing optimization.
• Translate customer and business needs into scalable loyalty capabilities and experiences in collaboration with cross-functional partners.
• Map customer journeys, identify gaps, prioritize opportunities, and align retention initiatives with business goals, campaign calendars, and operational readiness.
• Guide complex cross-functional retention initiatives from concept through launch across Product, IT, Finance, Retail, Customer Care, Data, and Marketing.
• Create alignment across stakeholders by defining requirements, decision frameworks, timelines, and communication plans.
• Serve as the retention lead in cross-functional planning and executive discussions

Operational Leadership & Process Management

• Establish operating models, processes, and project management tools that improve visibility, accountability, and execution across retention initiatives.
• Create and maintain documentation, workflows, and governance practices to support efficient team and cross-functional collaboration.

Analytics, Measurement & Optimization

• Own retention reporting frameworks, KPI definitions, and performance storytelling across CRM and loyalty programs.
• Partner with analytics and data teams to improve attribution, forecasting, reporting infrastructure, and decision-making tools.
• Translate performance data into clear recommendations that inform business decisions and channel optimization.

People Leadership & Team Development

• Lead and develop direct reports through clear goal-setting, regular feedback, coaching, and performance management.
• Support individual growth by identifying development opportunities, strengthening capabilities, and encouraging ownership within the team.
• Foster a collaborative, inclusive team environment that promotes communication, knowledge sharing, and effective cross-functional partnership.
• Manage team workload and resourcing to balance business priorities, team capacity, and continuity of work.

What We’re Looking For:

• 8+ years (6+ with MBA) of digital marketing experience across lifecycle and retention marketing, including email, CRM, loyalty, site marketing, and customer segmentation.
• Demonstrated success leading end-to-end lifecycle, CRM, and/or loyalty programs in a fast-paced direct-to-consumer environment.
• Proven track record of driving customer engagement, repeat purchase, and long-term lifetime value growth.
• Deep understanding of segmentation, customer lifecycle strategy, and cross-channel journey planning.
• Strong analytical mindset with the ability to interpret performance data, identify actionable insights, and translate findings into optimization opportunities.
• Strong knowledge of CRM, marketing automation, and campaign orchestration tools, including email service providers and audience management platforms.
• Working knowledge of customer data, reporting, and campaign operations, including audience management, tagging, and platform workflows.
• Experience leading complex cross-functional initiatives and aligning stakeholders across functions to deliver against business goals.
• Strong prioritization, project management, and operational skills, with the ability to balance strategic opportunities, team capacity, and business timelines.
• Excellent verbal and written communication skills, with the ability to clearly present plans, recommendations, and performance updates to senior management, peers, and direct reports.
• Experience leading and developing high-performing teams through clear communication, coaching, feedback, and accountability.
• Curious, proactive, and solution-oriented, with a strong understanding of industry trends, customer behavior, and evolving retention best practices.

*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