Responsibilities

• Audience Strategy & Growth Enablement
• Define and own Mattel’s enterprise audience strategy vision aligned to business objectives, growth priorities, and brand strategies.
• Translate enterprise and brand level business questions into audience hypotheses, segmentation frameworks, and growth audience approaches.
• Connect audience strategy to marketing technology, data, and identity capabilities to enable scalable, addressable activation globally.
• Build and govern a durable body of audience knowledge across brands, regions, and markets to inform ongoing and future planning.
• Audience Informed Planning & Lifecycle Integration
• Partner with Analytics & Insights leadership during planning to ensure audience definitions, identity considerations, and segmentation logic are reflected in measurement and learning agendas.
• Ensure audience strategy informs planning and activation decisions across teams while not owning performance measurement or adjudication.
• Embed audience thinking consistently from briefing through post campaign learning, refinement, and future roadmap development.
• Identity, Segmentation & Addressability

• Lead enterprise approaches to audience segmentation and growth audience development using first party, second party, and third-party data.
• Translate identity, privacy, and data connectivity complexity into clear, actionable audience strategies for executive, internal, and external stakeholders.
• Partner with data architecture, marketing technology, and privacy teams to operationalize audience definitions within internal platforms and tools.
• Provide executive guidance on the opportunities and limitations of identity, addressability, and data connectivity globally.
• Activation Partnership & Enablement
• Partner closely with Media and Activation leadership to ensure audience strategies are executable and aligned with channel and platform capabilities.
• Establish standards and best practices for audience onboarding, deployment, reuse, and governance across brands and markets.
• Identify enterprise or brand specific needs requiring custom audience solutions and coordinate delivery with appropriate internal teams.
• Audience Learning & Insight Translation
• Interpret analytics and measurement outputs through an audience lens in close partnership with Analytics & Insights teams and translate learnings into strategic recommendations for future audience refinement and growth.