Sr Manager, Digital Marketing AG Retention

The Opportunity: 
As Sr. Manager Retention Marketing you will lead American Girls retention and loyalty strategy across CRM SMS loyalty direct mail and lifecycle marketing for the DTC business. This role is responsible for driving customer lifetime value repeat purchase engagement and retention performance through cross-channel strategy operational excellence and cross-functional leadership.

You will own key retention programs end to end from business case and strategy through implementation optimization reporting and stakeholder alignment.

What Your Impact Will Be: 

Customer Retention Marketing

• Shape the strategy planning and execution of customer lifecycle communications across email SMS loyalty and other retention touchpoints.
• Drive lifecycle and retention initiatives that improve repeat purchase engagement loyalty participation customer retention and lifetime value.
• Oversee loyalty program strategy roadmap and performance including member engagement tier progression benefits and retention impact.
• Manage loyalty platform and vendor relationships including capability evaluation business requirements implementation prioritization and ongoing optimization.
• Translate customer and business needs into scalable loyalty capabilities and experiences in collaboration with cross-functional partners.
• Map customer journeys identify gaps prioritize opportunities and align retention initiatives with business goals campaign calendars and operational readiness.
• Guide complex cross-functional retention initiatives from concept through launch across Product IT Finance Retail Customer Care Data and Marketing.
• Create alignment across stakeholders by defining requirements decision frameworks timelines and communication plans.
• Serve as the retention lead in cross-functional planning and executive discussions

Operational Leadership & Process Management

• Establish operating models processes and project management tools that improve visibility accountability and execution across retention initiatives.
• Create and maintain documentation workflows and governance practices to support efficient team and cross-functional collaboration.

Analytics Measurement & Optimization

• Own retention reporting frameworks KPI definitions and performance storytelling across CRM and loyalty programs.
• Partner with analytics and data teams to improve attribution forecasting reporting infrastructure and decision-making tools.
• Translate performance data into clear recommendations that inform business decisions and channel optimization.

People Leadership & Team Development

• Lead and develop direct reports through clear goal-setting regular feedback coaching and performance management.
• Support individual growth by identifying development opportunities strengthening capabilities and encouraging ownership within the team.
• Foster a collaborative inclusive team environment that promotes communication knowledge sharing and effective cross-functional partnership.
• Manage team workload and resourcing to balance business priorities team capacity and continuity of work.

Qualifications :

What Were Looking For:

• 8 years (6 with MBA) of digital marketing experience across lifecycle and retention marketing including email CRM loyalty site marketing and customer segmentation.
• Demonstrated success leading end-to-end lifecycle CRM and/or loyalty programs in a fast-paced direct-to-consumer environment.
• Proven track record of driving customer engagement repeat purchase and long-term lifetime value growth.
• Deep understanding of segmentation customer lifecycle strategy and cross-channel journey planning.
• Strong analytical mindset with the ability to interpret performance data identify actionable insights and translate findings into optimization opportunities.
• Strong knowledge of CRM marketing automation and campaign orchestration tools including email service providers and audience management platforms.
• Working knowledge of customer data reporting and campaign operations including audience management tagging and platform workflows.
• Experience leading complex cross-functional initiatives and aligning stakeholders across functions to deliver against business goals.
• Strong prioritization project management and operational skills with the ability to balance strategic opportunities team capacity and business timelines.
• Excellent verbal and written communication skills with the ability to clearly present plans recommendations and performance updates to senior management peers and direct reports.
• Experience leading and developing high-performing teams through clear communication coaching feedback and accountability.
• Curious proactive and solution-oriented with a strong understanding of industry trends customer behavior and evolving retention best practices.

*The pay range is indicative of projected hiring range however base pay will be determined based on a candidates work location skills and experience. Mattel offers competitive total pay programs comprehensive benefits and resources to help empower a culture where every employee can reach their full potential. 

Additional Information :

Dont meet every single requirement At Mattel we are dedicated to an inclusive workplace and a culture of belonging. If youre excited about this role but your past experience doesnt 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. Join Mattels Talent Community and start receiving exciting updates about our company our employees and our culture. Also interested in signing up for job alerts Do so here!

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 worlds 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.

Mattels award-winning workplace culture has been recognized by Forbes Fast Company Newsweek Great Place to Work TIME and more.

Visit us at  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.

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The Culture at Mattel
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Remote Work :

No

Employment Type :

Full-time