Head Of DTC Marketing

CA EMPLOYEE PRIVACY RIGHTS: https://www.mgae.com/ca-employee-privacy-rights

MGA Entertainment is on a mission to inspire imagination and creativity through innovative toys, entertainment, and experiences that transform play into limitless possibilities. As the largest privately held toy and entertainment company in the U.S., MGA is a global leader in designing and delivering world-class consumer products that spark wonder and drive play forward. Headquartered in Los Angeles with offices worldwide, MGA’s portfolio spans a dynamic range of original and licensed brands — from toys, dolls, games, and electronics to fashion, home décor, and entertainment content including hit movies and TV series. The company is recognized for its bold approach to storytelling, trendsetting design, and deep commitment to quality. The award-winning MGA family includes fan-favorite brands such as L.O.L. Surprise!™, Little Tikes®, Rainbow High™, Bratz®, MGA’s Miniverse™, Yummiland™, CarTuned™, Wonder Factory™, BABY born®, and Zapf Creation®.  To learn more, visit www.mgae.com and follow MGA on LinkedIn, TikTok, Instagram and Facebook. 

The Role

MGA Entertainment is seeking a senior Direct-to-Consumer leader to help evolve how our iconic brands engage with consumers in owned and operated channels.

The VP, DTC & Consumer Engagement will be responsible for leading brand-led DTC initiatives that strengthen direct relationships with consumers, deliver differentiated shopping and engagement experiences, and support key brand moments across MGA’s global portfolio. This role sits at the intersection of brand, creativity, and commerce, and will work closely with cross-functional partners to ensure DTC efforts are aligned with broader business priorities.

This is an opportunity for a strategic, consumer-first leader to shape how MGA shows up directly with fans, families, and collectors—while operating in close partnership with retail, wholesale, and marketplace teams.

Key Responsibilities

DTC Strategy & Leadership

• Lead the development and execution of MGA’s brand-led DTC initiatives across owned platforms
• Help define the role of DTC within MGA’s broader go-to-market ecosystem, ensuring alignment with retail and wholesale partners
• Translate brand and marketing priorities into compelling DTC experiences and launches

Consumer Experience & Engagement

• Oversee the evolution of MGA’s DTC consumer experience, including site experience, content, merchandising, and launches
• Develop programs that deepen consumer engagement through storytelling, community, and owned channels (email, SMS, membership, etc.)
• Ensure DTC experiences reflect MGA’s creativity, entertainment DNA, and brand standards

Launches, Limited Releases & Special Initiatives

• Lead the planning and execution of limited releases, special collections, and key brand moments on DTC platforms
• Partner with Brand, Creative, and PR teams to bring launches to life with compelling narratives and integrated activation plans
• Support test-and-learn approaches to new formats, products, and engagement models

Cross-Functional Collaboration

• Partner closely with Brand, Creative, PR, Sales, Licensing, Supply Chain, and Operations teams
• Ensure DTC initiatives complement retail strategies and support broader brand and commercial objectives
• Align calendars, messaging, and priorities across teams to deliver cohesive consumer experiences

Performance, Insights & Optimization

• Establish performance metrics and dashboards to track DTC engagement, launch performance, and consumer behavior
• Use insights to refine experiences, improve future launches, and inform brand and product strategies
• Foster a culture of continuous learning and improvement across DTC initiatives

Team & Operating Rhythm

• Build and lead a high-performing DTC team and/or agency partners as appropriate
• Establish clear operating rhythms, planning processes, and accountability across initiatives
• Collaborate with Finance and Operations to ensure disciplined execution and resource management

What Success Looks Like

• Strong execution and performance of DTC launches and special initiatives
• Growth in direct consumer engagement, repeat purchase, and owned audience
• High-quality, differentiated DTC experiences that reflect MGA’s brands and creativity
• Clear alignment and collaboration with retail and wholesale partners
• Actionable consumer insights that inform future brand, product, and marketing decisions

Ideal Candidate Profile

• 10+ years of experience in DTC, consumer engagement, e-commerce, or brand-led commerce
• Experience working with consumer brands in fashion, lifestyle, entertainment, or trend-driven categories preferred
• Demonstrated success launching limited editions, special collections, or branded consumer experiences
• Strong cross-functional leadership skills with the ability to influence and align diverse teams
• Data-informed decision maker with a creative, consumer-first mindset
• Comfortable operating in fast-paced, evolving environments

Why Join MGA

MGA Entertainment is one of the world’s most dynamic toy and entertainment companies, home to globally recognized brands including LOL Surprise!, Bratz, Little Tikes, Rainbow High, Miniverse, and more.

This role offers a unique opportunity to help shape how MGA builds direct relationships with consumers, working across brands and functions to deliver meaningful, engaging, and innovative experiences.

Salary: 

$200,000.00 - $300,000.00 /year