Marketing Director, Action & Entertainment

CA EMPLOYEE PRIVACY RIGHTS:

MGA Entertainment is one of the largest privately held toy and entertainment companies in the world, known for its commitment to creativity, quality, and innovation. Headquartered in Los Angeles with offices globally, the company creates innovative, proprietary, and licensed consumer products and entertainment properties, including toys, games, dolls, apparel, consumer electronics, home décor, stationery, sporting goods, movies, and television series. The MGA family includes award-winning brands such as L.O.L. Surprise!™, Little Tikes®, Rainbow High™, Bratz®, MGA’s Miniverse™, CarTuned™, Hyojo™, Armorsaurs™, BABY born®, and Zapf Creation®. For more information, please visit us at or check us out at LinkedIn, TikTok, Instagram and Facebook.

POSITION OVERVIEW

The Marketing Director owns the global marketing and communications strategy for MGA’s Action & Entertainment portfolio, including in-market brands such as CarTuned™, Hyojo™, and Armorsaurs™, plus new brands launching in sports and entertainment, and leads its execution in the United States. This role determines how these brands show up in culture: the campaign platforms, the content, the channel strategy, the retail experience, and the fan community. It leads a cross-functional team responsible for turning brand strategy into campaigns that drive awareness, engagement, loyalty, and sell-through.

This is a role for a marketing leader who understands fandom-driven categories and can speak to both kid and adult-collector audiences. The ideal candidate is as comfortable with a content calendar and a creator roster as they are with a media plan and a sell-through report. This role operates as one half of a two-Director partnership with the Brand Director, and the two are jointly accountable for the growth of the Action & Entertainment portfolio.

This is a fast-paced, hands-on role. Decisions are made quickly and the Director is expected to be hands-on building the campaign, reviewing the creative, and course-correcting in real time.

KEY RESPONSIBILITIES

Marketing Strategy & Campaign Leadership

• Define the global marketing and communications strategy for the Action & Entertainment portfolio, translating brand strategy from the Brand team into campaign platforms, messaging frameworks, and go-to-market plans.
• Lead the planning, execution, and optimization of integrated U.S. marketing campaigns across digital, social, experiential, retail, and entertainment channels.
• Build global campaign toolkits that international teams can adapt, and establish the rhythm for sharing learnings across regions.
• Own the go-to-market plan for every product launch, in lockstep with the Brand team’s roadmap and launch calendar.
• Work with licensor partners on joint marketing plans and activations for licensed-in properties.
• Build and lead the go-to-market strategy for new brand launches, establishing awareness and community for properties with no existing fan base.

Content & Channel Strategy

• Set the content and channel strategy across owned, earned, and paid, with particular depth on YouTube, TikTok, Instagram, and emerging platforms.
• Direct the Creative team and external agencies to produce engaging, on-brand assets; act as the standard-bearer for creative quality.
• Oversee the social and content calendar, ensuring continuous engagement between product launch moments.
• Partner with Digital Strategy and Media teams on paid media strategy, including paid social, creator partnerships, and retail media.

Team Leadership & Development

• Lead, coach, and develop the Marketing team.
• Set clear goals and performance expectations; build a culture of creative ambition, speed, and measurable results.
• Recruit, onboard, and retain talent; build bench strength within the Marketing team.
• Model collaborative leadership across the Brand/Marketing partnership and set that tone for both teams.

Retail & Shopper Marketing

• Partner with the Sales and Retail Marketing teams to drive U.S. retail strategy and execution, ensuring brand consistency across in-store and online activations.
• Shape in-store and e-commerce experiences that drive conversion and sell-through.
• Develop bespoke marketing programs that drive retailer-specific activation at top U.S. accounts, and share those programs and learnings with global counterparts.

Community, Creators & Earned Media

• Set the strategy for fan community engagement across social platforms, and oversee the team responsible for day-to-day community management.
• Build and steward the creator and influencer roster across both kid-facing and adult-collector audiences.
• Partner with PR to drive earned media, cultural moments, and positive brand sentiment; act as a brand spokesperson where appropriate.
• Monitor community sentiment and feed insight back to the Brand team to inform product and brand decisions.

Marketing Budget, Performance & Optimization

• Own the U.S. marketing budget for the portfolio including planning, allocation across channels, and in-year management to target.
• Set KPIs for all campaigns; conduct regular performance analysis and post-campaign reporting against KPIs.
• Use performance insight to reallocate spend and improve the effectiveness of future campaigns.
• Own U.S. forecasting for all brand items and licensed-in partnerships, along with the campaign plans, promotional calendar, and demand-driving activity behind it, and partner with the Brand Director to build it into the global brand forecast.

QUALIFICATIONS

Required

• Education: Bachelor’s degree in Marketing, Business, or a related field. MBA preferred.
• Experience: 8+ years in consumer marketing, brand activation, or integrated campaign leadership, preferably within toys, collectibles, entertainment, gaming, or CPG.
• People leadership: 3+ years directly managing and developing a marketing team, with demonstrated success building and retaining talent.
• Campaign track record: Proven success executing large-scale integrated campaigns with measurable business results.
• Digital & social depth: Strong hands-on experience with social platforms, creator and influencer marketing, and digital content production.
• Retail marketing: Experience building shopper and retailer-specific programs with major U.S. accounts.
• Commercial rigor: Marketing budget ownership and strong analytical skills; comfortable being measured on business outcomes, not just engagement.
• Category insight: Demonstrated understanding of fandom-driven brands — what builds a community, sustains it between launches, and converts it into demand.

Preferred

• Experience marketing to both children and adult collectors, and fluency in how those strategies differ in tone, channel, and compliance.
• Knowledge of children’s digital media regulations, including COPPA compliance, and of platform rules for kid-directed content.
• Familiarity with global toy or entertainment markets and the mechanics of equipping international teams.
• Experience with entertainment and content as a marketing vehicle (series, shorts, gaming integrations, live events).
• Proficiency with marketing and analytics tools such as Google Analytics, Sprout Social, or similar.
• Experience taking a new brand from concept to market, not only growing an established one.

Salary

$150,000.00 - $170,000.00 / year