Careers at MGA Entertainment

Brand Manager – LOL

Requisition ID: 9200347430874_1
Location: Los Angeles, CA, US
Date posted: Jan 04, 2022

MGA Entertainment has been disrupting the toy business for over 40 years, and under current leadership, Girls Brand Marketing has helped to drive multi year-on-year growth, where competitors continue to see heavy declines. Brands include multi-platinum record-breaking worldwide phenomena L.O.L. Surprise! and 50-year brand, Little Tikes. Be part of the team that is making history every day!  

MGA Entertainment Mission & Values: Our Mission is to entertain children around the world and become part of their childhood and future generations. Our Values serve as a compass for our actions and describe how we behave in the world. For us, Creative Innovation is our way. We are passionate about everything we do. We are about Solutions and “can do” is our belief system. When we say it, we do it – we are always Accountable. We recognize the Unlimited Potential of employees and power of Teamwork. Collaboration is crucial. 

Benefits include new construction modern and sleek home office headquarters, with prioritization on health, wellness, and eco-friendly values: on-site gym, free yoga and Pilates, smoke-free campus, green vehicle charging stations, bamboo Zen garden and more! Employee toy discount and free bagel Friday too! 

Opportunity: The Brand Manager, LOL Surprise role is to drive brand performance, grow brand equity and market share by activating consumer insights, industry trends and innovative entrepreneurship to think differently. The right candidate will drive the Girls portfolio to build brands that surprise and delight consumers, create engaging brand experiences and support the Sr. Manager/Director in setting the brand’s consumer communications and marketing strategies. This individual will own development and execution of projects that focus on existing brands and drive change across new platforms. The role leads internal support centers of excellence (i.e., Product Development, Packaging, Sales, International) for brand management and agency partners (i.e., Entertainment, Marketing Services, Retail Marketing, Licensing) to deliver against our revenue goals and marketing activation to drive consumer demand.

Position Requirements

Education/Experience:

  • Bachelor’s degree required in Business, Marketing or related; MBA preferred
  • 5 – 7+ years of brand management, retail buying or marketing agency experience
  • 2+ years team leadership and management, at least 1 direct report
  • Retail industry knowledge and retail math required. Mass experience strongly encouraged
  • Kids and/or Family marketing, Toy experience or quick turn fashion strongly preferred
  • Diversified experience across big and small companies, start-up entrepreneurial strongly preferred
  • Digitally native, social media savvy, especially as it pertains to influencers, advertising, campaigns

Skills/Knowledge/Ability:

  • Motivated by challenges and possesses a robust sense of curiosity. Can-do attitude. Ability to work independently (self-motivated) and complete projects within required timeframes
  • Must manage multiple priorities with entrepreneurial, fast-paced action
  • Able to manage up, make tough, informed decisions quickly to keep projects on track using good judgement and accountability
  • Strong analytical skills a must. Experience with diagnosing and resolving complex problems. Ability to pull insights from multiple sources and synthesize into a compelling story
  • Builds strong relationships and support cross-functional teams to align to the same goal. Focuses on productivity and efficiency. Avoids gossip and doesn’t engage in office politics. Values being part of the solution and encourages it in others
  • Strong presentation skills, confidence and maturity. Proven ability to effectively represent brand internally and externally
  • Build strong teams and prioritize people investment to promote from within
  • Ability to direct a business from all aspects: marketing, brand building, financial, and sales

Must manage reasonable commuting distance to MGA Chatsworth HQ to support onsite business needs.

Authority:

  • This role reports to a Sr Brand Manager or Director
  • This role may be supported by direct report(s), ABM, Coordinator or Intern

Key Result Areas and Activities:

Brand Management

  1. Balance a portfolio of multiple brands, high volume, brand pipeline with new launches, growth, sustain / innovate and sunset lifecycle at different stages across the portfolio
  2. Own the seasonal brand planning process; i.e., slot planning, white space opportunity analysis, product wave planning, price point analysis, NPD competitive data analysis
  3. Own brand positioning, age target, key attributes and ensure product, packaging, marketing communication, and retail deliver on insights-based alignment and flawless execution and 360 integration
  4. Ensure accurate materials to support sell-in to retail buyers, sales partners, including trade shows and showroom seasonal tentpoles
  5. Craft presentations with compelling storytelling; present to internal and external stakeholders on behalf of the brand as the authority
  6. Own with direct report(s) International Marketing inquiries, and on-brand execution. Ensure ABM follow-through and clear escalation to Management when critical

Consumer & Retail Marketing Activation 

  1. Drive 360-marketing strategic and tactical triggers to drive consumer demand: TV advertising (creative development or advertising, media flighting, GRP/TRP, sponsorships), digital advertising and entertainment, YouTube, Instagram and other social channels with leadership oversight. Support upfront planning and budgeting process. Lead tactical executions
  2. Brief the teams and support marketing communication strategy set with leadership and creative partners and help ensure on-brand, on-strategy, and support on-time, on-budget delivery  
  3. Own the digital strategy, overseeing copy approval, tentpole activation calendar and ensured key trends aren’t missed
  4. Oversee execution of e-commerce, catalogs, retailer ads, and concept mock-ups, including A+ pages photos, videos, copy
  5. Collaborate with Sales and Retail Marketing for key account activations and how they align to 360-consumer brand plans. Ensure on-brand and on-time execution 
  6. Lead PR strategy and oversee event activations 
  7. Come with creative ideas to drive newness and innovative ways to efficiently market

Category Management 

  1. Lead category analysis and be an expert in Girls toy categories; including but not limited to: Collectibles, Plush, Fashion Dolls, Nurturing Dolls, Large Dolls, Activities & DIY, Trend, Novelty, Fashion, Pre-school
  2. Ensure direct reports’ full understanding of category dominance in retail, e-commerce and creative advertising activations of key competitive set. Manage up insights to leadership

Budget, Retail Sales & Financial Analysis

  1. Analyze POS point of sales data to determine trends and key performance indicators. Synthesize data to executive summary and elevator pitch to management. Identify issues and propose potential solutions
  2. Maintain awareness of brand financials including inventory, forecasts etc. and understand implications to marketing investment, ROI and key activations
  3. Build compelling cases and competitive analysis based on NPD industry data to make recommendations and dominate competition
  4. Build financial quotas by item as part of new season development, along with insightful data points to justify financial growth targets for Sales, Supply & Demand Planning 
  5. Demonstrate decision-making abilities around investment alternatives that mitigate risk and maximize return. Identify issues and propose potential solutions

Cross-Functional Team Leadership

  1. Be the go-to problem solver on all things brand related for cross-functional partners: Sales, Retail Marketing, Supply & Demand, Marketing Services, Entertainment, etc.  
  2. Lead cross-functional teams on assigned business or project development initiatives
  3. Own the brand look and feel; educate teams (Entertainment, Creative, Digital, Social etc.) on brand information and background that allow them to help create and execute programs that will drive consumer demand
  4. Be a leader and a team player, solution-oriented with forward momentum and a sense of urgency to pull cross-functional players together to deliver on time and on budget
  5. Other duties as assigned per business needs