Sr Associate Analyst, Digital Marketing

The Opportunity: 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.What Your Impact Will Be: 80% - Reporting and Analyzing Campaign & Channel Performance; Audience Growth ResearchWhat: 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.How: 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 portfolioTranslate insights from emerging platform features (e.g., new social platform features), user behavior shifts e.g., change in consumption patterns over time across certain demographics), and competitive brand performance 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 performanceManage a robust database of media metrics, ensuring data accuracy and reliability through regular updates and maintenance to ensure data accuracy and reliabilityConduct ad hoc platform and channel analysis and partner closely to inform Platform Strategy teams to support overall strategyData pulling and tracking historical content performance in an organized and clear wayMonitor and research YouTube trends and share key updates to the Platform Strategy execution and development teamsEnsure audience KPIs are met and flagging any performance declines so strategy teams can pivot quicklyWhy: Data analysis and performance reporting will play a pivotal role in shaping content strategies that support key company objectives. As digital video continues to prove effective in driving audience demand, these insights are critical to maximizing impact and guiding strategic decisions at Mattel.20% - Cross-functional Partner ManagementWhat: Communicate progress toward goals and KPIs through regular performance presentations for assigned brands and platforms. This includes reporting on performance versus targets, identifying key drivers, offering strategic recommendations, sharing audience insights, and outlining content expectations. Present key learnings to senior stakeholders to inform creative direction and brand development. Additionally, provide analytical support to Platform Strategy Managers to drive data-informed decision-making.HowContribute to recurring owned content performance reports for assigned platforms and brands, delivering actionable insights along with clear recommendations, supporting rationale, and resource requirementsParticipate 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.Partner with Publishing teams to provide data on channel performance and publishing strategiesShare performance insights and key learnings from current-year implementations with Development Strategists and Publishing teams to inform future planning and content developmentEngage in monthly strategic discussions with Development and Publishing leads to review performance data, identify learnings, and recommend optimizations.Support the execution of tasks and projects related to YouTube Joint Business Plan (JBP) initiatives and other strategic development needs as assigned.Why: Achieving annual and multi-year objectives requires continuous evaluation of current strategy performance. When strategic pivots are necessary, content direction must be carefully steered through a cross-functional process—encompassing briefing, input alignment, and narrative development—to gain stakeholder buy-in and secure budget approval.Key Result Areas: measures/metrics that will describe impact of the position (revenue, budget, conversion rates, etc.)Affinity KPIs: Views, watch time (or platform equivalent), level of demand creation.Consideration KPIs: Media-oriented MMM contribution (e.g., playisode KPIs as they’re developed).Key Relationships (internal/external)Integrated Marketing Communication (Publishing, Production, Creative, Social, Influencer, Media)Global Brands TeamsDistributionFranchiseProductMarComeCom