Creative Director, Marketing Campaigns Dolls

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MGA Entertainment is on a mission to inspire imagination and creativity through innovative toys, entertainment, and experiences that transform play into limitless possibilities. As the largest privately held toy and entertainment company in the U.S., MGA is a global leader in designing and delivering world-class consumer products that spark wonder and drive play forward. Headquartered in Los Angeles with offices worldwide, MGA’s portfolio spans a dynamic range of original and licensed brands — from toys, dolls, games, and electronics to fashion, home décor, and entertainment content including hit movies and TV series. The company is recognized for its bold approach to storytelling, trendsetting design, and deep commitment to quality. The award-winning MGA family includes fan-favorite brands such as L.O.L. Surprise!™, Little Tikes®, Rainbow High™, Bratz®, MGA’s Miniverse™, Yummiland™, CarTuned™, Wonder Factory™, BABY born®, and Zapf Creation®. To learn more, visit www.mgae.com and follow MGA on LinkedIn, TikTok, Instagram and Facebook.

Creative Director, Marketing and Campaigns for Doll Brands

Job Summary

MGA Entertainment is seeking an imaginative, strategic, and results-driven Creative Director, Marketing and Campaigns for Doll Brands, to lead visual brand storytelling and campaign creative execution across our legendary doll portfolio, including L.O.L. Surprise! Rainbow High, Mirror Mi, Bratz, and MiniGlam.

As part of Creative Shared Services, this role will collaborate across departments to translate brand strategies into compelling campaigns, content, and experiences. From concept through delivery, you will guide creative that builds brand affinity, engages audiences, and supports business objectives across digital, social, broadcast, retail, and experiential channels.

The ideal candidate brings a distinctive creative point of view, hands-on design expertise, and a deep understanding of doll communities, collector culture, fashion, and youth trends. You can translate those insights into brand-right storytelling, with a strong eye for styling, set direction, photography, and visual composition that brings each brand’s world to life.

Success in this role depends on strong cross-team collaboration, particularly with Brand, PR, Product Development, Operations, and Retail, to align priorities and deliver cohesive campaigns.

Key Responsibilities

• Lead integrated creative development: Guide the creative process from concept through execution for 360-degree campaigns, product launches, brand initiatives, and seasonal promotions across MGA’s doll portfolio.
• Translate strategy into storytelling: Develop compelling concepts, campaign narratives, and visual direction that express brand positioning, support business goals, and build cultural relevance.
• Bring doll and fashion expertise: Apply a deep understanding of doll play, collecting, customization, fashion, and fandom to create work that resonates with kids and collectors while staying true to each brand.
• Direct sets, visual storytelling and best-in-class assets: Establish the creative vision for photography and video shoots, including mood boards, set direction, environments, props, styling, lighting, and composition. Partner with producers, photographers, stylists, and set designers to deliver a cohesive brand world of visual element driving sales.
• Lead multidisciplinary teams: Inspire and develop designers, copywriters, producers, and content creators through clear direction, constructive feedback, and high standards for craft.
• Drive cross-team collaboration: Build strong partnerships with Brand, PR, Product Development, Operations, and Retail to align creative strategy, product priorities, launch timing, and execution. Collaborate with Integrated Marketing, Packaging, Influencer, Licensing, Sales, and executive stakeholders to support shared objectives.
• Create for each channel: Partner with Brand and Retail teams to develop platform-native content for YouTube, TikTok, Instagram, and emerging platforms, alongside assets for broadcast, email, print, retail, and e-commerce.
• Extend brands into experiences: Oversee creative for trade shows, retail displays, sizzle reels, influencer kits, experiential activations, and other brand touchpoints.
• Protect and evolve brand identity: Maintain each brand’s distinct voice and visual identity while introducing fresh ideas and culturally relevant creative expression.
• Manage creative delivery: Develop briefs, define scopes and timelines, direct freelancers and agency partners, and coordinate with production and project management teams to deliver within agreed budgets and deadlines.
• Apply trends and audience insights: Track doll and collector communities, fashion, beauty, entertainment, and youth culture to identify relevant creative opportunities. Use campaign performance and audience feedback to strengthen future work.

Key Areas of Expertise

• Doll communities and collector culture: Deep knowledge of doll audiences, fandoms, collecting behaviors, customization, and unboxing, including the details that build authenticity and brand loyalty.
• Fashion and styling: Strong understanding of fashion trends, streetwear, beauty, accessories, and subcultures, with the ability to translate them into distinctive brand aesthetics and campaign concepts.
• Set direction and world-building: Experience developing environments for product and talent photography, video, and social content, with close attention to scale, materials, color, props, lighting, and product presentation.
• Audience connection: Experience creating for Gen Alpha, Gen Z, collectors, and millennial parents, with an understanding of their different motivations and content behaviors.
• Social and influencer storytelling: Familiarity with creator communities, YouTube unboxing content, TikTok-first storytelling, and emerging forms of audience participation.
• Retail and global execution: Understanding of mass retail and e-commerce environments, including Walmart, Target, and Amazon, and experience collaborating with global teams, licensors, and external partners.

Qualifications

• 7–10 years of relevant experience in creative marketing, art direction, graphic design, or brand development, including at least 3 years in a creative leadership role.
• A strong portfolio demonstrating integrated campaigns, visual storytelling, hands-on design expertise, and photography or video art direction.
• Demonstrated experience in dolls, fashion, toys, entertainment, or related consumer lifestyle categories, with deep knowledge of doll and collector communities.
• Proven ability to translate brand strategy and cultural insights into compelling creative across multiple channels.
• Experience directing photo and video shoots, including set concepts, styling, composition, and product presentation.
• A track record of leading and developing multidisciplinary creative teams and managing projects from brief through delivery.
• Demonstrated ability to build cross-functional partnerships and align creative work with product, marketing, operational, and retail priorities.
• Expert proficiency in Adobe Creative Suite, particularly Photoshop and Illustrator, with working knowledge of Figma, social platforms, and digital content formats.
• Excellent presentation, communication, collaboration, and organizational skills.
• Ability to manage multiple brands and competing priorities in a high-volume, fast-moving creative environment.

Key Traits for Success

• Cross-team collaboration: Build strong partnerships across Brand, PR, Product Development, Operations, and Retail to align priorities, integrate expertise, and deliver cohesive campaigns from concept through execution.
• Creative and strategic thinking: Bring a distinctive creative point of view grounded in brand strategy, audience understanding, and business objectives.
• Passion for the category: Demonstrate curiosity and enthusiasm for dolls, fashion, collector communities, and visual storytelling.
• Collaborative leadership: Inspire teams, encourage open communication, and build alignment through clear direction and constructive feedback.
• Attention to craft: Maintain a sharp eye for design, styling, scale, composition, and detail.
• Cultural curiosity: Stay engaged with emerging trends and how audiences discover, experience, and connect with brands.
• Ownership and adaptability: Exercise sound judgment, balance competing priorities, and guide work through a fast-paced, deadline-driven environment.

Salary: 

$120,000 - $150,000 /year