About the position
Mattel is seeking a Digital Marketing Associate Analyst for the Mattel social video portfolio, working across the full spectrum of Mattel brands on both kids and general audience platforms. This individual will harness YouTube and social analytics to generate data, insights and strategic recommendations that directly contribute to audience growth and engagement. This role will also collaborate with Mattel’s Digital and Social Strategy leads to monitor KPIs across the brand portfolio and optimize the performance of owned and operated (O&O) channels to support overall strategic goals. The role will support both organic and paid marketing plans, fueling demand creation while developing the next generation of social/video presence for the most iconic toy brands in the world. Finally – Your data-driven skills, curiosity and relentless pursuit of success will inform an ongoing effort to test new, innovative ideas for maximizing reach, brand love, and sales conversion across multiple platforms – delivering clear, measurable impact for both audience and Mattel alike.
Responsibilities
- Analyze campaign performance and interpret data across all social channels, delivering clear, actionable insights through detailed reporting and compelling data visualizations.
- Support the Execution Team with recurring reporting deliverables, goal projections, KPI tracking, and ad-hoc analyses to inform strategic decision-making.
- Track content performance against KPIs and targets across platforms, supporting annual and multi-year strategic goals.
- Analyze competitor, audience, platform, and creative trends within the broader OTT ecosystem to identify actionable opportunities that drive reach and engagement across the portfolio.
- Translate insights from emerging platform features and user behavior shifts into data-driven recommendations.
- Leverage competitive datasets for benchmarking, trend analysis, and strategic content alignment to optimize performance throughout the year.
- Partner with paid media team to align organic and paid KPIs, ensuring both efforts work cohesively to maximize overall impact.
- Collaborate and provide data for internal content teams to implement data-driven strategies and creative alignment to improve overall Mattel YouTube performance.
- Manage a robust database of media metrics, ensuring data accuracy and reliability through regular updates and maintenance.
- Conduct ad hoc platform and channel analysis and partner closely to inform Platform Strategy teams to support overall strategy.
- Monitor and research YouTube trends and share key updates to the Platform Strategy execution and development teams.
- Ensure audience KPIs are met and flagging any performance declines so strategy teams can pivot quickly.
- Communicate progress toward goals and KPIs through regular performance presentations for assigned brands and platforms.
- Participate in weekly cross-functional stakeholder meetings to align on the execution of annual and multi-year strategic plans.
- Partner with Media team and brand leads to ensure strategies are aligned with current-year objectives.
- Engage in monthly strategic discussions with Development and Publishing leads to review performance data, identify learnings, and recommend optimizations.
Requirements
- College degree or equivalent experience.
- Three to five years working in content marketing and strategy, with an emphasis on data analysis.
- Proficiency in office productivity tools, such as Microsoft Office.
- Organized self-starter with excellent personable/collaborative skills.
- A critical thinker / strategic mind, interested in shaping the bigger picture.
- Strong skills at Microsoft Excel Reporting (calculations, pivot tables, etc.).
- Skilled at Microsoft Powerpoint (data visualization, creating presentations in a clear concise way).
- Strong knowledge with current YouTube and social analytics (Facebook, Instagram, TikTok).
- Strong Tableau and/or Data Analytics & Dashboarding tools (SQL, Python, R, Looker Studio, Google Data Studio).
- Experience in the digital media industry, kids content landscape is desirable.
- Strong time management, planning and project execution skills.
- Experience with cross-functional project management.
- Excellent written and verbal communication skills.
- Experience with presenting leadership or cross functional team members.
- Outstanding attention to detail.
- Advanced understanding of popular video platform performance metrics (e.g. YouTube, SVOD).
- Knowledgeable in Social platform best practices.
- Familiarity with COPPA/CARU.
- 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.
