Data Analyst, Performance Marketing (Digital Gaming)

About the position

As a Marketing Data Analyst on Mattel Games Studios' Growth Marketing team, you'll leverage advanced analytics to drive growth across our digital gaming portfolio. You’ll build data pipelines, intuitive dashboards, and conduct statistical analyses to optimize user acquisition, engagement, and retention efforts. Collaborating closely with marketing managers, data engineers, product managers, and creatives, you'll inform strategic decisions on channel spend, creative optimization, and player lifecycle management, while navigating privacy-centric frameworks like SKAdNetwork and Privacy Sandbox. This role offers a proactive analyst the opportunity to directly shape impactful business outcomes in a dynamic environment.

Responsibilities

• Analyze large-scale marketing performance datasets, providing weekly insights on channel efficiency and optimization levers.
• Develop and maintain marketing analytics dashboards, ensuring consistency in cohort reporting, LTV curves, and ROAS calculations.
• Perform data reconciliation from various sources such as our MMP, Firebase, SKAdNetwork, and App Store Consoles to ensure data accuracy.
• Maintain and improve existing SQL-based data pipelines that transform raw data into actionable insights.
• Conduct creative analytics by dissecting asset performance (e.g., IPM, CVR, CTR) to help our creative teams iterate on new concepts.
• Partner with marketing managers to analyze the results of A/B tests, incrementality experiments, and campaign lift tests, helping to quantify their impact on our growth.
• Serve as the Growth team's subject-matter expert for SKAN, managing our conversion value schema, monitoring data integrity, and translating SKAN-based performance into actionable insights for the UA team.
• Run cohort analyses and contribute to our LTV and payback models, providing the core data that helps inform budget allocation and strategic planning.
• Partner with UA and Finance to create short- and long-range spend/return forecasts.
• Serve as a critical liaison between Growth Marketing and broader analytics/data functions within Mattel.

Requirements

• 4+ years in F2P mobile gaming or a similarly data-intensive digital business.
• Proficiency in data visualization using tools like Mixpanel or Tableau to create dashboards.
• Strong proficiency in SQL (BigQuery) for querying and manipulating large, complex datasets.
• Practical experience using Python or R for data analysis, manipulation, and automation.
• Strong practical experience working with SKAN data, including hands-on management of conversion value schemas and reconciling SKAN performance against other data sources.
• Strong grasp of mobile marketing KPIs (e.g. CPI, ROAS, ARPU, retention, IPM), campaign funnel metrics, and optimization levers.
• Strong foundation in applied statistics, such as A/B testing, to validate and inform recommendations.
• A curious and proactive mindset with a strong desire to solve problems and a high degree of accountability.
• Excellent communication skills, with the ability to present data-driven findings clearly and concisely.
• Bachelor's degree in a quantitative field (e.g., Statistics, Economics, Math, Computer Science) or equivalent practical experience.
• 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