Responsibilities

• Build and run go-to-market plans for each title across its full launch arc — pre-registration, soft launch, worldwide launch, and into LiveOps — including activation campaigns that convert pre-launch interest into day-one players.
• Own the cross-functional marketing calendar across the portfolio, coordinating timing across game teams, Growth (Creative Strategy and User Acquisition), Brand teams, PR, Web, and Influencer Marketing.
• Develop positioning, messaging frameworks, audience segmentation, and player personas that guide marketing campaigns throughout each title's lifecycle.
• Execute lifecycle and CRM campaigns including segmentation, copy, cadence, and journey design that supports player onboarding, engagement, and reactivation targets set by Growth and LiveOps.
• Develop the app store presence and first-party merchandising in collaboration with our Creative Strategist including store listing content, screenshots narrative, seasonal refreshes, and feature pitches. Partner with User Acquisition and Product teams on ASO testing methodology.
• Partner with Brand teams to integrate mobile game moments into their events, physical product launches, and social and influencer activations — and bring brand moments into game marketing and LiveOps in return.
• Partner with Influencer Marketing and agency support to plan and execute creator campaigns that build awareness and drive installs across titles.
• Own the distribution of player and market research — new studies and existing findings alike — ensuring insights reach UA, Creative Strategy, Brand, Product, and game teams and actively inform their planning.
• Coordinate cross-Mattel promotional campaigns including calendar alignment, creative brief input, and day-to-day partner relationships, and report performance back to Growth and Publish

Requirements

• Bachelor's degree in Marketing, Business Administration, Communications, Digital Media, or a related field, or equivalent experience.
• 5+ years in product, growth, or lifecycle marketing, including 3+ years marketing live-service mobile games. Casual mobile experience strongly preferred.
• Strong understanding of the mobile game publishing ecosystem, including player acquisition, retention, monetization, LiveOps, lifecycle marketing, and go-to-market planning.
• Experience developing audience segmentation, messaging frameworks, product positioning, and integrated marketing plans.
• Experience supporting a title across its full lifecycle — pre-registration, launches, LiveOps events, and feature updates — with hands-on CRM and lifecycle execution across player journeys, segmentation, push, email, and personalization to drive engagement and retention.
• Experience partnering with Influencer Marketing and agency partners to plan and execute creator campaigns.
• Experience partnering with performance marketing teams on paid acquisition, App Store Optimization (ASO), creative testing, audience targeting, and campaign planning.
• Experience managing or synthesizing player and market research — surveys, competitive analysis, playtests — and distributing findings so they actually inform cross-functional planning.
• Data-driven, with the ability to pull creative and campaign performance reports, interpret results, and translate them into clear recommendations.
• Strong cross-functional collaborator — Product, Game Development, Analytics, Creative, Publishing, Brand, Engineering, the broader Mattel organization, and agency partners — with the ability to influence without direct authority.