Director Paid Media, Ecommerce

Job Summary

Director Paid Media, Ecommerce - Mattel, Inc.

Join to apply for the Director Paid Media, Ecommerce role at Mattel, Inc.

This range is provided by Mattel, Inc. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.

$/yr - $/yr

CREATIVITY IS OUR SUPERPOWER. It's our heritage and it's also our future. Because we don't just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard—when everyone can show up as themselves and do their best work every day.

We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.

Mattel is elevating its marketing strategy by strengthening how we invest in and activate paid media across channels. The Director of Paid Media will be responsible for building and leading the global paid media strategy, ensuring our brands are visible, relevant, and impactful in an evolving media landscape.

This leader will be KPI and CAC obsessed and growth driven, ensuring every media investment is measurable, optimized, and tied to business outcomes. They will oversee media planning, buying, investment, and partnerships across digital, social, search, video, and emerging platforms, driving both brand impact and commercial results.

Paid Media Strategy & Planning

• Define and execute the global paid media strategy in alignment with brand and commercial priorities.
• Lead integrated paid media planning across digital, social, search, display, programmatic, video, and emerging platforms.
• Balance long-term brand-building with short-term performance and growth objectives.

Investment & Partnership Leadership

• Manage global paid media budgets with a relentless focus on ROI and efficiency.
• Build and maintain strong partnerships with media agencies, global platforms (Meta, Google, Tik Tok, etc.), and publishers.
• Challenge contracts to maximize value, transparency, and impact.

KPI & Growth Accountability

• Establish clear KPIs across awareness, engagement, conversion, and ROI.
• Ensure paid media consistently drives measurable growth in brand visibility, consumer acquisition, and retention.
• Foster a culture of test-and-learn, using insights to continuously improve effectiveness.

Innovation & Emerging Media

• Identify, test, and scale new media opportunities, from shoppable content to streaming partnerships.
• Champion innovation pilots that deliver measurable growth and new consumer connections.
• Share best practices across markets to accelerate global learning.

Measurement & Optimization

• Partner with analytics and insights teams to build advanced measurement frameworks (incrementality, attribution, brand lift).
• Regularly report on paid media performance with actionable insights.
• Drive agile budget reallocations based on performance to maximize growth outcomes.

Leadership & Collaboration

• Build and lead a high-performing paid media team.
• Partner closely with brand, creative, and regional marketing teams to ensure paid media strategies are fully integrated into campaigns.
• Represent paid media in leadership forums, championing growth and accountability.

• 10+ years of experience in paid media strategy, planning, and buying at scale.
• KPI-obsessed with a proven track record of driving measurable growth through paid media.
• Deep expertise in digital, social, video, programmatic, and search channels.
• Experience managing large media budgets with disciplined ROI focus.
• Strong track record in agency and global platform partnership management.
• Adept at testing, learning, and scaling innovative paid media approaches.
• Collaborative leader with strong influencing skills across marketing, brand, and creative functions.
• Excellent communication and presentation skills, with the ability to simplify complex media performance insights for senior stakeholders.
• Demonstrated a growth mindset by staying curious and continuously learning, embracing challenges, and…