---
type: JobPosting
title: Sr Manager, Digital Marketing - AG Retention
company: Mattel, Inc.
companyWebsite: "https://www.linkedin.com/company/mattel?trk=public_jobs_topcard-org-name"
category: crm-lifecycle
seniority: SENIOR
contractType: FULL_TIME
remote: ONSITE
location: El Segundo, CA
salaryMin: 140000
salaryMax: 175000
salaryCurrency: USD
market: USA
postedAt: 2026-06-18
applyUrl: "https://jobs.mattel.com/en/job/el-segundo/sr-manager-digital-marketing-ag-retention/2015/93738074448?Codes=JOB_BOARD_78"
canonical: "https://www.growthtalent.org/jobs/crm-lifecycle/mattel-inc/sr-manager-digital-marketing-ag-retention-mattel-inc"
---

# Sr Manager, Digital Marketing - AG Retention

**Mattel, Inc.** · El Segundo, CA

<!--rich-->{"tags":["CRM & Lifecycle","Retention Marketing","DTC Leadership","Email/SMS","Loyalty Programs","$140K-$175K","On-site CA"],"challenge":"American Girl needs someone to build a retention machine. You'll own the entire lifecycle strategy-email, SMS, loyalty, direct mail-across their DTC business and drive repeat purchase and customer lifetime value for a legacy brand modernizing its playbook.","objectives3m":["Map current customer lifecycle touchpoints, identify gaps in retention strategy, and document baseline KPIs across email, SMS, loyalty, and direct mail channels","Assess loyalty platform capabilities and vendor performance; create prioritized roadmap for H1 optimization initiatives","Establish retention reporting framework with clear KPI definitions (repeat purchase rate, retention cohorts, lifetime value, engagement by segment)","Build alignment with cross-functional stakeholders (Product, Data, Retail, Customer Care) on retention strategy and quarterly planning"],"objectives6m":["Launch 2-3 high-impact lifecycle campaigns demonstrating 15%+ lift in repeat purchase or engagement vs. baseline","Implement loyalty program enhancements tied to member tier progression and engagement; track incremental retention impact","Develop and operationalize attribution model connecting email/SMS/loyalty touchpoints to repeat purchase behavior","Lead team to 95%+ on-time campaign delivery with established governance, workflows, and project management discipline"],"kpis":[{"metric":"Customer Retention Rate","description":"Percentage of customers who repurchase within defined cohort windows; tracked by acquisition source and lifecycle stage."},{"metric":"Repeat Purchase Rate","description":"Customers making 2+ purchases within 12 months; measure lift from retention initiatives vs. control groups."},{"metric":"Customer Lifetime Value (CLV)","description":"Total net revenue attributed to a customer relationship; improve through lifecycle optimization and loyalty participation."},{"metric":"Email/SMS Engagement","description":"Open rates, click rates, and conversion rates by segment; optimize send strategy and content relevance."},{"metric":"Loyalty Program Penetration & Tier Progression","description":"% of DTC customers enrolled; % progressing to higher tiers; correlation to repeat purchase and AOV."},{"metric":"Campaign ROI","description":"Revenue generated per marketing dollar spent across retention campaigns; track by channel and initiative."}],"tools":["Klaviyo","Salesforce Marketing Cloud","Braze","Loyalty platform (Yotpo or similar)","Tableau","Google Analytics","Excel/Looker","Asana or Monday.com"],"team":{"manager":"VP or Director of Marketing / CRM","current":"Direct reports likely 2-4 (email specialist, SMS/loyalty manager, analyst); matrixed with Product, Data, Retail teams","hiring":"Backfill or new expansion (not specified; assume backfill given 'Sr Manager' title)"},"compensation":{"salary":"$140K-$175K base","variable":"10-15% bonus (estimated)","equity":null,"remote":"On-site: El Segundo, CA (Mattel HQ). No remote flexibility indicated."},"benefits":["Health, dental, vision coverage","401(k) with company match","Paid time off and parental leave","Professional development budget","Inclusive workplace culture with ERGs"],"company":{"about":"Mattel is a global toy and entertainment company (iconic brands: Barbie, Hot Wheels, Fisher-Price, American Girl). American Girl is a premium DTC brand targeting children and collectors. The company is modernizing its marketing and e-commerce capabilities.","founded":1945,"headcount":"30,000+","funding":"Public (NASDAQ: MAT)","customers":"B2C: Parents, kids, collectors; B2B: Retailers","culture":"Emphasis on creativity, inclusion, and diverse perspectives; values employee voice and belonging."},"forYouIf":["You've managed multi-channel CRM or retention programs at DTC brands (apparel, beauty, kids, collectibles) and can tie campaigns to repeat purchase and LTV metrics","You're comfortable with ambiguity and leading cross-functional initiatives without direct authority; you drive alignment through data and clear communication","You love optimizing loyalty programs and lifecycle workflows; you see retention as a strategic lever, not just a cost center","You can operate at 30,000 feet (strategy, roadmap, stakeholder management) AND in the weeds (campaign execution, analytics, vendor management)"],"wontWorkIf":["You need flexibility or remote work; this role is on-site in El Segundo and requires frequent cross-functional meetings","You're analytical but hate people leadership; you have direct reports to hire, coach, and develop","You're a campaign tactician only; this role demands strategy, process design, and organizational alignment"],"interviewProcess":[{"step":"Phone Screen","detail":"Recruiter confirms background in DTC retention, CRM, loyalty; cultural fit and relocation feasibility"},{"step":"Hiring Manager Interview","detail":"Deep dive on retention strategy, cross-functional leadership, and how you'd approach American Girl's lifecycle roadmap"},{"step":"Take-Home Case","detail":"Analyze sample customer data or campaign results; recommend retention optimizations and present findings"},{"step":"Cross-Functional Panel","detail":"Meet with Director of CRM/Analytics, Product Lead, and Finance stakeholder; discuss collaboration style and problem-solving approach"},{"step":"Final Interview","detail":"Senior leader (VP or CMO-level) conversation on vision, culture fit, and long-term growth opportunity"}]}

[Apply →](https://jobs.mattel.com/en/job/el-segundo/sr-manager-digital-marketing-ag-retention/2015/93738074448?Codes=JOB_BOARD_78)

---

Canonical: https://www.growthtalent.org/jobs/crm-lifecycle/mattel-inc/sr-manager-digital-marketing-ag-retention-mattel-inc