Sr Manager, Social Media - Masterbrand & Creations

About the role

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.

Requirements

• 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.
• 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 initia

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