Sr Associate, Digital Marketing - American Girl CRM

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 Opportunity: 
The CRM Senior Marketing Associate is responsible for supporting the execution and optimization of American Girl’s CRM programs across email and SMS channels. This role will manage day-to-day campaign planning, production, and deployment, while leveraging performance insights to continuously improve customer engagement and business outcomes and support CRM channel performance against key engagement, conversion, and revenue goals.

The SMA will partner cross-functionally with Marketing, Creative, Loyalty, Ecomm/Merchandising, IT, and external agency partners to deliver personalized, on-brand communications that support acquisition, retention, and lifetime customer value. The ideal candidate brings a balance of strong execution, attention to detail, and a data-informed mindset, with a passion for creating meaningful customer experiences.

What Your Impact Will Be: 

1. Campaign Planning, Production & Execution: Support the planning and execution of CRM campaigns across email and SMS, including promotional campaigns, product launches, and loyalty and seasonal initiatives. Maintain and manage the CRM calendar to ensure alignment with broader marketing strategies, business priorities, and retail moments. Develop clear and actionable creative briefs and partner with internal creative teams (design and copy) to deliver engaging, on-brand messaging. Provide input on messaging, subject lines, and creative to optimize performance and maintain brand voice. Coordinate campaign production across internal teams and external partners, ensuring timelines and deliverables are met while managing multiple priorities in a fast-paced environment.

2. Customer Lifecycle & Audience Management: Execute audience segmentation strategies to support customer acquisition, onboarding, retention, and re-engagement. Build, launch, and optimize automated lifecycle journeys (e.g., welcome series, browse/cart abandonment, post-purchase, loyalty, winback). Leverage customer data to support personalization efforts and deliver relevant, timely messaging. Partner with merchandising and site teams to ensure strong alignment between CRM campaigns and on-site experience, contributing to a seamless omnichannel customer journey.

3. Optimization & Testing: Support ongoing optimization of CRM campaigns through A/B and multivariate testing across subject lines, creative, messaging, timing, and audience segments. Monitor key campaign performance metrics

and apply learnings to improve future campaign effectiveness and support overall CRM performance against business and revenue objectives. Conduct thorough QA across all campaigns, ensuring accuracy of content, links, tracking, and overall customer experience.

4. Performance Reporting & Insights: Support CRM performance tracking by contributing to regular reporting for campaigns and key business moments. Monitor campaign performance and identify trends, insights, and opportunities to improve engagement and conversion. Partners with teams incorporating CRM efforts into broader marketing plans and sharing performance learnings to inform future campaign planning and optimization efforts. Assist in the development of performance summaries and marketing decks as needed.

5. Data Stewardship & Best Practices: Maintain strong customer data hygiene and support ongoing audience quality initiatives. Ensure all CRM communications adhere to email and SMS compliance standards (e.g., CAN-SPAM, TCPA) and deliverability best practices. Utilize CRM and project management tools (e.g., Klaviyo, Monday.com) to execute campaigns efficiently and accurately. Familiarity with customer data platforms (CDPs) or marketing data systems is a plus.

What We’re Looking For:

• 3+ years of experience in CRM, lifecycle marketing, or email/SMS marketing, preferably within retail or consumer products
• Hands-on experience with an ESP (Klaviyo preferred) and end-to-end campaign execution
• Integrated marketing experience required across paid and owned channels, including ecommerce, retail stores, social, print/direct mail
• Experience building CRM calendars, segmentation strategies, and lifecycle campaigns
• Experience working cross-functionally with creative, marketing, and merchandising teams
• Excellent written/verbal, time management and quantitative/analytical skills required
• Familiarity with campaign performance metrics and using data to inform optimization decisions
• Strong PowerPoint and Excel skills preferred

KEY SKILLS AND COMPETENCIES

• Customer-Centric Thinking: Understands the importance of delivering relevant, personalized communication across the customer lifecycle. Able to translate brand storytelling into meaningful CRM touchpoints that resonate with adults and gift-givers.
• Executional Excellence: Highly detail-oriented with strong organizational and project management skills. Able to manage multiple campaigns and deadlines while maintaining a high standard of accuracy and quality in a fast-paced, high-volume environment.
• Data-Informed Decision Making: Comfortable working with campaign performance data to identify trends and inform optimizations. Able to apply insights to improve future campaigns and support business goals without requiring deep analytical ownership.
• Collaboration and Communication: Strong interpersonal and communication skills, with the ability to work effectively across cross-functional teams including Creative, Marketing, and Merchandising. Able to contribute ideas and recommendations that influence campaign direction and execution.
• Adaptability: Comfortable working in a fast-paced environment with shifting priorities. Demonstrates flexibility, curiosity, and a willingness to learn and grow.

*The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s 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. 

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. Join Mattel's 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 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.
Beware of recruiting scams: Mattel will only contact you through official @mattel.com or @smartrecruiters.com email addresses and will never ask for payment or sensitive personal information during the hiring process.

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