Product Marketing Manager, Mobile Publishing – Mattel Digital Studio

Role Overview

The Product Marketing Manager will build and run go-to-market execution across Mattel’s growing portfolio of mobile games. This role reports to the Senior Director of Growth and serves as a key bridge between game development, publishing, User Acquisition, Creative Strategy, Analytics, PR, and Mattel’s Brand and Franchise teams.

What You Will Do

The ideal candidate will coordinate go-to-market planning, pre-registration and launch activation, player lifecycle campaigns, audience strategy, and cross-Mattel promotional execution across titles. They will also develop positioning, messaging frameworks, audience segmentation, and player personas that guide marketing campaigns throughout each title’s lifecycle.

Why It Might Be a Fit

The Product Marketing Manager will 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. They will also partner with User Acquisition and Product teams on ASO testing methodology and develop the app store presence and first-party merchandising in collaboration with the Creative Strategist.

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.
• 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.
• Exceptional storytelling and communication skills, with the ability to translate product features into compelling player benefits through presentations, marketing plans, creative briefs, and messaging frameworks.
• Advanced proficiency in PowerPoint, Excel, and other core business applications.
• Self-starter, comfortable operating in ambiguity, juggling multiple concurrent priorities without losing composure, and building new processes as the organization grows.
• Comfortable balancing strategic thinking with hands-on execution.
• Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and improving themselves.

Benefits

• Competitive total pay programs
• Comprehensive benefits
• Resources to help empower a culture where every employee can reach their full potential