Sr Manager, Social Media - Masterbrand & Creations

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 Opportunity: 

The Senior Manager, Social Media will lead social strategy for both Mattel Masterbrand and Mattel Creations.  This role will shape how Mattel shows up in culture across key social platforms - driving conversation, relevance, fandom and community through bold storytelling and platform-native content.

The ideal candidate is culturally fluent, highly strategic and creatively ambitious.  They are deeply immersed in social trends, creator culture, fandom communities and emerging platform behaviors with a proven ability to translate insights into breakthrough social strategies that drive engagement and brand impact.

This is a rare opportunity to shape Mattel’s voice at a pivotal moment for the company - building deeper emotional connection and cultural relevance with generations who love Mattel’s iconic brands but have yet to connect with the Mattel Masterbrand itself.

What Your Impact Will Be: 

Social Media Strategy

• Lead strategy for Mattel Masterbrand and Mattel Creations across Meta, TikTok, Reddit and YouTube.
• Translate the brand strategy into platform-native social narratives.
• Build always-on content ecosystems rooted in entertainment, storytelling, community engagement and franchise priorities.  
• Drive audience growth, engagement, sentiment and brand relevance through innovative social programming and community-first thinking.
• Use social listening, performance analytics and audience insights to optimize content strategy and inform decision-making.
• Stay ahead of evolving platform behaviors, algorithm changes and digital culture trends to continuously evolve Mattel’s social presence.

Social Activation

• Collaborate with Brand Marketing, Creative, Influencer, PR, Entertainment, Digital Gaming, Toy and Consumer Product teams to develop integrated campaigns and launch moments.
• Integrate social moments with Mattel brands when relevant including Barbie, Hot Wheels, Fisher Price, Uno, American Girl, Monster High and Masters of the Universe.
• Identify and activate cultural moments, internet trends, fandom behavior, and emerging conversation opportunities in real time. 
• Lead editorial planning, creative briefs, publishing strategies, and content calendars.
• Partner closely with Brand Creative to ensure strategies are translated into creative execution.
• Manage and develop an Associate, Social Media overseeing day-to-day channel management and publishing execution.

What We’re Looking For:

• 8+ years of experience in social media, digital marketing, or cultural marketing within a global brand or agency environment.
• Platform Expertise: Deep understanding of social platforms including Instagram, TikTok, YouTube, Reddit, and emerging social spaces.
• Cultural Fluency: Has a finger on the pulse of culture with strong understanding of fandom communities, creator ecosystem, meme culture, audience behavior and emerging trends.
• Proven Track Record: Demonstrated success creating culturally relevant campaigns and generating meaningful online conversation around brands.
• Strategic Thinking: Forward-looking strategist who can translate high-level brand strategy into clear, actionable social plans.
• Analytics: Experience using social listening and analytics tools to derive actionable insights and optimize performance.
• Leadership: Strong cross-functional collaborator comfortable navigating a complex, matrixed organization.
• Communication: Excellent storytelling, communication and presentation skills.

*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