The Challenge
Build-A-Bear Workshop is launching its Mexico operation and needs someone to own the full marketing playbook from day one. You'll execute integrated campaigns across retail, digital, and experiential channels while coordinating agencies and vendors—with the chance to scale the team as the market grows.
Your Mission
Audit current marketing assets and establish brand guidelines adapted for Mexican market; align with global Build-A-Bear strategy
Launch first integrated campaign (likely seasonal: Christmas/holiday focus) across paid social, organic, retail activations, and PR
Establish agency and vendor relationships; formalize creative briefs, approval workflows, and budget tracking
Define core KPIs and reporting cadence; establish baseline metrics for in-store traffic, digital engagement, and conversion
Execute 3-4 seasonal campaigns (Christmas, Children's Day, Valentine's Day, summer) with proven lift in foot traffic and conversion
Scale digital channels: grow social followers 40%+, optimize paid media spend across Meta/Google/TikTok with target ROAS
Implement retail experience improvements across all locations; measure NPS and customer satisfaction uplift
Build business case and roadmap for team expansion; recruit 1-2 junior coordinators or specialists
KPIs You'll Own
In-Store Traffic
Weekly/monthly footfall data tied to campaign launches and seasonal activations.
Digital Engagement Rate
Social media engagement, click-through rate, and follower growth across Meta, TikTok, Instagram.
Paid Media ROAS
Return on ad spend across Google and Meta campaigns; target baseline and optimization milestones.
Campaign Conversion Rate
Percentage of digital traffic converting to in-store visits or e-commerce purchases.
Budget Efficiency
Cost per acquisition and marketing spend as % of revenue; tracked monthly against plan.
Tools & Stack
Your Team
Your Manager
Marketing Director
Current Team
Solo hire; will coordinate with external agencies (creative, digital, PR), retail ops, and commercial teams
New role; plan to build team within 6-12 months
The Package
Salary
$55K-$75K MXN base
Remote
On-site in Mexico City with travel availability within Mexico
Benefits & Perks
Company Intelligence
Build-A-Bear Workshop is a global entertainment retail brand specializing in interactive experiences and plush toy customization. The company is expanding into Mexico with this newly created marketing position to drive brand awareness, foot traffic, and sales growth.
Customers
Families with children (core audience); experiential retail focus
Culture
Brand-driven, customer-centric, collaborative across retail and marketing functions
Is This Role For You?
- You've executed integrated campaigns (digital + retail + experiential) and can own a 360° strategy end-to-end
- You're fluent in English (C1+) and deeply understand Mexican consumer behavior and seasonal trends
- You're scrappy and comfortable managing multiple agencies/vendors while staying hands-on with day-to-day execution
- You can build processes and structure from scratch, with an eye toward eventually scaling a team
- You're primarily a strategist—this role requires 50%+ hands-on execution and vendor/agency coordination
- You haven't managed external budgets, negotiated with agencies, or owned campaign ROI accountability
- You need a remote setup; this is fully on-site in Mexico City with travel required
Interview Process
Initial screening
Recruiter discusses experience with 360° campaigns, budget management, and English proficiency
Marketing case study
Walk through a past integrated campaign you led; discuss strategy, execution, challenges, and KPI results
Marketing Director conversation
Deep dive on Mexico market strategy, team-building vision, and how you'd prioritize first 90 days
Agency/stakeholder scenario
Role-play managing agency briefs, vendor negotiations, or cross-functional alignment
Interested in this role?
Apply now and hear back within days, not weeks.
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Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.