Manager, Audience, CRM, Customer Experience (Fixed Term Contract)

Company Description

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 candidate will be part of the EMEA Digital Media & Data Strategy marketing team within the wider EMEA Digital & Media team. The Digital Media & Data Strategy marketing team looks after the three areas: CRM, 1PD and Digital Media. The big focus of the team is to connect consumer data with owned and paid media to deliver consumer-first media experiences. We acquire 1st party consumer data through our CRM program and our website, we deliver content to these audiences via email, website or paid media to build strong relationships with our brands and drive loyalty. We also learn from our 1st party data to inform wider paid media activations & drive media effectiveness and efficiency. The successful candidate will work closely with all European markets, particularly UK, Germany, France, Italy & Spain.

Job Description

The Opportunity: 

Fixed Term Contract
The position of Manager, Audience, CRM & Customer Experience sits within our EMEA Digital & Media  department and reports to the Senior Manager, Digital Media & Data Strategy.

The candidate will be managing Mattel's consumer data within CRM/Loyalty and Digital Media. The aim is to drive consumer centricity across all digital media communications e.g. creating audiences and segmentation, informing content, asset creation, communication strategy and paid media activations. 1st party data is becoming more important than ever and it can be a very valuable source of insight but also drive effectiveness of our media spends if managed strategically. The role includes collaboration with the global teams on Martech & driving regional consistency across various activations. The candidate will also be working closely with the local marketing teams to implement the best practices within the relevant areas.

What Your Impact Will Be: 

• Management of the CRM program across EMEA: strategy & reporting, data acquisition, retention, contact & content strategy i.e. creates strategy for data acquisition & retention, manages external agency resources and supports local markets to deliver email campaigns, drives best practice. Reports back the results to the key business stakeholders and suggest recommendations for improvements. Stays on top of trends across CRM & Email, shares and executes where appropriate. Devises and implements automated/lifecycle customer journeys across email (& other channels where available).
• CDP management incl. consumer journey creation, data onboarding, data orchestration to media channels. This is a technology managed by the global team, however there is a scope for the candidate to shape this project working closely with the global team, evangelize and drive adoption across EMEA
• Audience Profiling & Segmentation. Creates audience frameworks in collaboration with Insights and Brand teams. Informs content and communication strategy
• Creation of segmentation for digital media targeting. Informs our paid media activations across Programmatic, Search, Social, Amazon Advertising by suggesting 1st and 2nd party targeting. Measures the results to improve these strategies
• Data Strategy e.g. defines data collection strategy from various sources, manages suppliers e.g. clean rooms, creates value exchange with a consumer, liaises with Legal on data privacy
• Supports wider paid media projects (e.g. Mattel Creations, Programmatic strategy etc)
• Managing relationships e.g.
  • Internal with broader Digital & Media team members, local marketing & digital teams, Global & Regional brand teams, Global eCommerce team
  • External with agencies & tech providers.

Qualifications

What We’re Looking For:

• The ideal candidate should have experience in managing CRM programs, a strong understanding of first party data and how it can be used across digital media channels. They should be passionate about data and customer centricity.

• A passion for digital marketing and Mattel brands, and for being the ‘voice of the consumer’ in everything they do
• Strong experience in digital marketing or/and CRM, either within an FMCG or a ‘naturally’ digital environment
• An open collaborative approach
• Ability to establish meaningful work relationships and in particular to build bridges with people who have different objectives/KPIs or different backgrounds and levels of knowledge on digital & data-related topics
• Proven ability to effectively manage projects in a fast-paced, highly demanding environment
• Excellent presentation and influence skills
• Good reporting and analytic skills, both quantitative and qualitative. Ability to deal with data complexities
• Ability to understand technology and its impact e.g. collecting digital data (PII data, cookies, pixels), ESPs, clean room providers and use of data in digital media
• Ability to understand legal language and working knowledge of current data privacy regulations e.g. GDPR
• Experience working within a large matrix organization

Preferred

• Working knowledge of Klaviyo and other ESPs
• Experienced managing digital media channels (Paid search, paid social, programmatic)
• Knowledge of other European languages
• Understanding of Google analytics & Digital Analytics tools (such as Tableau)
• Bachelor's degree in marketing, communications or related field
• Working knowledge of current children data privacy regulations e.g. COPPA

Additional Information

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.

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