MGA Entertainment
Senior Director, Activation - Brand
MGA Entertainment, Los Angeles, California, United States, 90079
Overview
The
Senior Director, Activation
leads the development and execution of 360° marketing campaigns that build brand love, drive retail demand, and deliver breakthrough consumer experiences. This role oversees the North America marketing strategy and execution across media, social, influencer, experiential, and retail activations for a portfolio of brands within a specific Brand Team. Working closely with Franchise, Planning, and Creative partners, this leader ensures that every consumer-facing expression is insight-driven, channel-optimized, and culturally relevant. The ideal candidate blends strategic leadership with executional excellence—and brings a collaborative, entrepreneurial mindset with a passion for marketing innovation, including the use of
AI tools
to boost creative impact, planning efficiency, and campaign performance. Key Responsibilities
Integrated Campaign Leadership
Lead the strategic development and execution of
integrated marketing campaigns
across media, social, influencer, experiential, and retail channels. Own North America marketing plans and activation calendars that drive brand objectives, product launches, and seasonal priorities. Develop and oversee
360° briefs
that align cross-functional teams, inspire creative excellence, and deliver cohesive brand experiences.
Team & Cross-Functional Leadership
Manage and mentor a team of activation managers and associates; oversee team resourcing, growth planning, and performance development. Collaborate closely with Franchise (brand strategy) and Planning (product & retail strategy) functions to ensure campaigns are grounded in insights and business goals. Partner with Creative and external agencies to bring campaign ideas to life across all consumer touchpoints. Guide the media strategy and investment planning process—partnering with internal teams or media agencies to optimize spend and performance. Lead the social strategy in partnership with brand managers and social leads, ensuring platform-appropriate content and consistent brand voice. Oversee influencer marketing and content partnerships that drive cultural relevance and consumer trust.
Retail & Experiential Activation
Collaborate with Sales and Retail Marketing teams to support retail sell-through via shopper marketing, in-store merchandising, and omni-channel promotions. Concept and lead experiential marketing programs, trade shows, and live events that build fandom and brand engagement. Build and maintain
dashboards and campaign recaps
that track KPIs, learnings, and optimizations. Explore and implement
AI-powered tools
for content ideation, reporting, workflow management, and trend forecasting. Stay current on cultural, consumer, and platform trends to continuously evolve brand activation strategies.
Qualifications
10+ years of experience in consumer marketing, brand activation, or integrated campaign management—ideally within toys, entertainment, lifestyle, or youth-focused industries. Proven track record of leading high-impact campaigns across
media, social, influencer, experiential, and retail . Experience managing teams and agencies, with strong project leadership and creative problem-solving skills. Strategic thinker with a performance mindset—able to connect brand building to business outcomes. Deep understanding of consumer trends, pop culture, youth behavior, and channel best practices. Strong presentation and communication skills; adept at influencing across stakeholders and functions. Bonus Qualifications
Experience with omnichannel retail marketing, DTC campaigns, or live events. Background working with or inside creative/media agencies. Familiarity with AI tools for marketing ideation, content tagging, reporting automation, or productivity enhancement. Seniority level
Director Employment type
Full-time Job function
Marketing Industries Consumer Goods Location and compensation: Culver City, CA; compensation range varies by experience and is listed within the posting context. Note: This refined description removes boilerplate and unrelated postings while preserving the core responsibilities and qualifications of the Senior Director, Activation role.
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The
Senior Director, Activation
leads the development and execution of 360° marketing campaigns that build brand love, drive retail demand, and deliver breakthrough consumer experiences. This role oversees the North America marketing strategy and execution across media, social, influencer, experiential, and retail activations for a portfolio of brands within a specific Brand Team. Working closely with Franchise, Planning, and Creative partners, this leader ensures that every consumer-facing expression is insight-driven, channel-optimized, and culturally relevant. The ideal candidate blends strategic leadership with executional excellence—and brings a collaborative, entrepreneurial mindset with a passion for marketing innovation, including the use of
AI tools
to boost creative impact, planning efficiency, and campaign performance. Key Responsibilities
Integrated Campaign Leadership
Lead the strategic development and execution of
integrated marketing campaigns
across media, social, influencer, experiential, and retail channels. Own North America marketing plans and activation calendars that drive brand objectives, product launches, and seasonal priorities. Develop and oversee
360° briefs
that align cross-functional teams, inspire creative excellence, and deliver cohesive brand experiences.
Team & Cross-Functional Leadership
Manage and mentor a team of activation managers and associates; oversee team resourcing, growth planning, and performance development. Collaborate closely with Franchise (brand strategy) and Planning (product & retail strategy) functions to ensure campaigns are grounded in insights and business goals. Partner with Creative and external agencies to bring campaign ideas to life across all consumer touchpoints. Guide the media strategy and investment planning process—partnering with internal teams or media agencies to optimize spend and performance. Lead the social strategy in partnership with brand managers and social leads, ensuring platform-appropriate content and consistent brand voice. Oversee influencer marketing and content partnerships that drive cultural relevance and consumer trust.
Retail & Experiential Activation
Collaborate with Sales and Retail Marketing teams to support retail sell-through via shopper marketing, in-store merchandising, and omni-channel promotions. Concept and lead experiential marketing programs, trade shows, and live events that build fandom and brand engagement. Build and maintain
dashboards and campaign recaps
that track KPIs, learnings, and optimizations. Explore and implement
AI-powered tools
for content ideation, reporting, workflow management, and trend forecasting. Stay current on cultural, consumer, and platform trends to continuously evolve brand activation strategies.
Qualifications
10+ years of experience in consumer marketing, brand activation, or integrated campaign management—ideally within toys, entertainment, lifestyle, or youth-focused industries. Proven track record of leading high-impact campaigns across
media, social, influencer, experiential, and retail . Experience managing teams and agencies, with strong project leadership and creative problem-solving skills. Strategic thinker with a performance mindset—able to connect brand building to business outcomes. Deep understanding of consumer trends, pop culture, youth behavior, and channel best practices. Strong presentation and communication skills; adept at influencing across stakeholders and functions. Bonus Qualifications
Experience with omnichannel retail marketing, DTC campaigns, or live events. Background working with or inside creative/media agencies. Familiarity with AI tools for marketing ideation, content tagging, reporting automation, or productivity enhancement. Seniority level
Director Employment type
Full-time Job function
Marketing Industries Consumer Goods Location and compensation: Culver City, CA; compensation range varies by experience and is listed within the posting context. Note: This refined description removes boilerplate and unrelated postings while preserving the core responsibilities and qualifications of the Senior Director, Activation role.
#J-18808-Ljbffr