Associate Manager, Performance Marketing (Digital Gaming)

About the position

Mattel Games Studios is seeking an analytical and results-driven Performance Marketing Manager to join our growing mobile marketing team. In this role, you will be responsible for acquiring high-quality users across our diverse portfolio of mobile games. You will leverage your deep expertise in performance marketing, campaign optimization, and ASO to develop and execute robust growth plans. As a core member of the growth team, you'll collaborate closely with creative and analytics specialists, managing substantial budgets to deliver impactful results and drive global expansion for Mattel’s iconic brands.

Responsibilities

• Plan, execute, and optimize multi-channel UA and retargeting campaigns across Meta, Google UAC, TikTok, Apple Search Ads, DSPs, and emerging channels like CTV and influencer partnerships.
• Manage multi-million-dollar monthly budgets, collaborating with Marketing Analytics on strategic allocation to maximize profitable growth and LTV/ROAS targets.
• Design and execute A/B and multivariate tests on audiences, bids, and funnels, translating results into scalable performance gains.
• Partner with creative teams to develop, test, and scale high-performing static, video, UGC, and experimental formats informed by performance insights.
• Increase app store visibility and conversion through keyword optimization and asset A/B testing (icons, screenshots, videos) using Sensor Tower and Data.ai.
• Analyze and interpret attribution data from MMP (Singular) and privacy-first frameworks (SKAN, Privacy Sandbox) to guide strategic decisions.
• Collaborate with product, live-ops, monetization, and analytics teams to align UA and re-engagement with in-game events, content releases, and monetization goals.
• Build and maintain strategic relationships with platform reps, network partners, and agencies to secure betas, negotiate deals, and explore new traffic sources.
• Continuously monitor trends in UA, growth marketing, and competitor strategies to proactively test and scale new channels and formats.

Requirements

• 3–5 years of experience managing UA and retargeting campaigns for mobile F2P games, with a proven track record of delivering profitable growth.
• Demonstrated expertise in multi-channel media buying across major advertising platforms (Meta, Google UAC, Apple Search Ads, TikTok, DSPs, mobile ad networks).
• Proven ability to manage and strategically allocate multi-million-dollar monthly budgets to maximize LTV and achieve ROAS targets.
• In-depth knowledge of App Store Optimization (ASO), including keyword strategy, metadata refinement, creative A/B testing, and conversion rate optimization.
• Hands-on experience working within privacy-centric frameworks (SKAdNetwork, Privacy Sandbox) and leveraging MMP data (Singular, AppsFlyer, Adjust) to measure and optimize performance.
• Highly iterative marketer with a data-driven, 'test-and-learn' mindset, comfortable operating in fast-moving, ambiguous environments.
• Exceptional communication and collaboration skills, with the ability to clearly present data-driven insights and strategies to cross-functional teams and executives.
• Bachelor’s degree in Marketing, Economics, Business, Analytics, or a related field (or equivalent experience).

Nice-to-haves

• Experience with AdMon is a plus.
• 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