Careers at MGA Entertainment

Director, Brand Marketing (Boys)

Requisition ID: 9202126882615_1
Location: Los Angeles, CA, US
Date posted: Jun 07, 2024


MGA Entertainment is one of the largest and fastest growing privately held toy and entertainment companies in the world. Headquartered in Los Angeles, and 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™, Shadow High™, Bratz®, MGA’s Miniverse™, Fluffie Stuffiez™ , Na! Na! Na! Surprise™, Micro Games of America™, Baby born® Surprise and Zapf Creation®. For more information, please visit us at or check us out at LinkedIn, Twitter, Instagram and Facebook. 

Position Summary: MGA Entertainment is seeking a dynamic and experienced Director of Brand Marketing to lead and manage a high-performing Marketing Department. The ideal candidate will drive innovative marketing strategies, enhance brand equity, and contribute significantly to the company’s growth objectives.

Key Responsibilities:

  • Strategic Product and Marketing Planning:
    • Develop and execute Marketing Strategic Plans in collaboration with the Company Executive Committee.
    • Create consumer-targeted marketing plans for key products within the MGA portfolio, ensuring alignment with strategy, targets, and budget.
    • Develop and execute comprehensive US & Global brand strategies to drive brand equity, growth, profitability, and market share on a global scale.
    • Study market trends to identify emerging opportunities and build brand equity.
    • Contextualize business plans with future entertainment and like-category trends (e.g., planning marketing around new movie releases).
  • 360 Marketing Campaigns:
    • Ensure the oversight and future planning of campaigns and strategic plans to reach financial goals.
    • Oversee the creation and execution of global marketing campaigns, ensuring consistent brand messaging and positioning across all channels and regions.
    • Define, execute, and maintain brand voice, values, and tone across every touchpoint into the brand.
    • Drive innovation in marketing strategies and tactics to keep the brand relevant and engaging for consumers.
  • Licensing and Partnerships:
    • Collaborate with licensing partners to generate consumer demand and revenue.
    • Develop and maintain strong relationships with external partners, including licensors and collab partners, content developers, and retailers.
    • Manage forecasts and deliver P&L for licensed products.
    • Ensure licensed products are well-placed and promoted at retail.
    • Represent the brand at industry events, trade shows, and other public forums to enhance brand visibility and reputation.
  • Market Research Analysis:
    • Direct market research and competitor analysis.
    • Establish ongoing product research to stay attuned to changing consumer, marketplace, and retailer needs.
    • Evaluate POS data in response to advertising/promotional support in conjunction with the sales force.
    • Regularly communicate sales and product research findings to relevant departments.
    • Provide creative input and support to the Web Development department.
  • Cross-Functional Collaboration:
    • Collaborate with cross-functional teams, including product development, sales, digital marketing, and regional marketing teams, to ensure cohesive and integrated brand strategies – both short & long term.
    • Monitor market trends, consumer insights, and competitive activity to identify opportunities and threats, and adjust strategies accordingly.
  • Team Leadership:
    • Lead the global wheels and action figure brand marketing team, providing strategic direction, mentorship, and support to ensure high performance and professional growth across a passionate team.
  • Budget Management:
    • Manage the global brand marketing budget, ensuring effective allocation of resources and maximizing ROI.
  • Advertising, PR, Media & Commercials:
    • Develop and manage effective advertising and promotion plans plus budgets for each brand.
    • Work with commercial production teams and external agencies to create target-focused advertising.
    • Collaborate with the media buying team to plan and purchase advertising media.
    • Ensure all communications and plans align with MGA’s brand image.
  • Packaging and Product Development:
    • Ensure packaging stands out at retail and maintains brand consistency.
    • Work with the Product Development department to develop visually impactful materials within brand guidelines.
    • Ensure product instructions are concise and user-friendly.
  • New Product Introduction:
    • Lead cross-functional teams to manage the introduction of new products from concept to market launch.
    • Develop go-to-market strategies and oversee marketing campaigns for new product introductions.
    • Coordinate with Product Development, Sales, and Supply Chain teams for successful product launches.
    • Monitor and analyze the performance of new products post-launch and adjust marketing strategies as necessary to ensure continued success.
  • Trade Shows:
    • Manage and execute trade shows effectively within budget constraints.

Position Requirements:

  • Minimum four-year college degree (MBA in marketing a plus)
  • Minimum eight years of experience in the consumer product industry (especially toys and consumer electronics)
  • Experience in Research & Product Development (R&D) and successful new product launches
  • Experience in media/commercial advertising and communication
  • Strong leadership and management skills
  • Creative and innovative thinker with an entrepreneurial spirit
  • Excellent organizational and project management skills
  • Proficiency in computer applications relevant to marketing and data analysis
  • P&L management experience
  • Strong public relations skills
  • Ability to analyze and implement effective media plans


$150,000.00 – $175,000.00 / yr