Sr Associate, Digital Marketing - American Girl CRM

Sr Associate, Digital Marketing - American Girl CRM Full-time Company Description 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. Job Description The Opportunity: The CRM Senior Marketing Associate is responsible for supporting the execution and optimization of American Girl’s CRM programs across email and SMS channels. This role will manage day-to-day campaign planning, production, and deployment, while leveraging performance insights to continuously improve customer engagement and business outcomes and support CRM channel performance against key engagement, conversion, and revenue goals. The SMA will partner cross-functionally with Marketing, Creative, Loyalty, Ecomm/Merchandising, IT, and external agency partners to deliver personalized, on-brand communications that support acquisition, retention, and lifetime customer value. The ideal candidate brings a balance of strong execution, attention to detail, and a data-informed mindset, with a passion for creating meaningful customer experiences. What Your Impact Will Be: 1. Campaign Planning, Production & Execution: Support the planning and execution of CRM campaigns across email and SMS, including promotional campaigns, product launches, and loyalty and seasonal initiatives. Maintain and manage the CRM calendar to ensure alignment with broader marketing strategies, business priorities, and retail moments. Develop clear and actionable creative briefs and partner with internal creative teams (design and copy) to deliver engaging, on-brand messaging. Provide input on messaging, subject lines, and creative to optimize performance and maintain brand voice. Coordinate campaign production across internal teams and external partners, ensuring timelines and deliverables are met while managing multiple priorities in a fast-paced environment. 2. Customer Lifecycle & Audience Management: Execute audience segmentation strategies to support customer acquisition, onboarding, retention, and re-engagement. Build, launch, and optimize automated lifecycle journeys (e.g., welcome series, browse/cart abandonment, post-purchase, loyalty, winback). Leverage customer data to support personalization efforts and deliver relevant, timely messaging. Partner with merchandising and site teams to ensure strong alignment between CRM campaigns and on-site experience, contributing to a seamless omnichannel customer journey. 3. Optimization & Testing: Support ongoing optimization of CRM campaigns through A/B and multivariate testing across subject lines, creative, messaging, timing, and audience segments. Monitor key campaign performance metrics and apply learnings to improve future campaign effectiveness and support overall CRM performance against business and revenue objectives. Conduct thorough QA across all campaigns, ensuring accuracy of content, links, tracking, and overall customer experience. 4. Performance Reporting & Insights: Support CRM performance tracking by contributing to regular reporting for campaigns and key business moments. Monitor campaign performance and identify trends, insights, and opportunities to improve engagement and conversion. Partners with teams incorporating CRM efforts into broader marketing plans and sharing performance learnings to inform future campaign planning and optimization efforts. Assist in the development of performance summaries and