Marketing Director, Action & Entertainment

Responsibilities

• Define the global marketing and communications strategy for the Action & Entertainment portfolio, translating brand strategy from the Brand team into campaign platforms, messaging frameworks, and go-to-market plans.
• Lead the planning, execution, and optimization of integrated U.S. marketing campaigns across digital, social, experiential, retail, and entertainment channels.
• Build global campaign toolkits that international teams can adapt, and establish the rhythm for sharing learnings across regions.
• Own the go-to-market plan for every product launch, in lockstep with the Brand team’s roadmap and launch calendar.
• Work with licensor partners on joint marketing plans and activations for licensed-in properties.
• Build and lead the go-to-market strategy for new brand launches, establishing awareness and community for properties with no existing fan base.
• Set the content and channel strategy across owned, earned, and paid, with particular depth on YouTube, TikTok, Instagram, and emerging platforms.
• Direct the Creative team and external agencies to produce engaging, on-brand assets; act as the standard-bearer for creative quality.
• Oversee the social and content calendar, ensuring continuous engagement between product launch moments.
• Partner with Digital Strategy and Media teams on paid media strategy, including paid social, creator partnerships, and retail media.

Requirements

• Education: Bachelor’s degree in Marketing, Business, or a related field. MBA preferred.
• Experience: 8+ years in consumer marketing, brand activation, or integrated campaign leadership, preferably within toys, collectibles, entertainment, gaming, or CPG.
• People leadership: 3+ years directly managing and developing a marketing team, with demonstrated success building and retaining talent.
• Campaign track record: Proven success executing large-scale integrated campaigns with measurable business results.
• Digital & social depth: Strong hands-on experience with social platforms, creator and influencer marketing, and digital content production.
• Retail marketing: Experience building shopper and retailer-specific programs with major U.S. accounts.
• Commercial rigor: Marketing budget ownership and strong analytical skills; comfortable being measured on business outcomes, not just engagement.
• Category insight: Demonstrated understanding of fandom-driven brands — what builds a community, sustains it between launches, and converts it into demand.

Preferred

• Experience marketing to both children and adult collectors, and fluency in how those strategies differ in tone, channel, and compliance.
• Knowledge of children’s digital media regulations, including COPPA compliance, and of platform rules for kid-directed content.
• Familiarity with global toy or entertainment markets and the mechanics of equipping international teams.
• Experience with entertainment and content as a marketing vehicle (series, shorts, gaming integrations, live events).
• Proficiency with marketing and analytics tools such as Google Analytics, Sprout Social, or similar.
• Experience taking a new brand from concept to market, not only growing an established one.