Team Lead, Product Marketing

Sago Mini is seeking a Team Lead, Product Marketing to guide and shape the product marketing strategy for Sago Mini and the Piknik subscription service. This role involves bringing products to global audiences, acting as a key contact for product teams, establishing reporting, integrating roadmaps, and defining marketing moments. The manager will lead a team focused on lifecycle marketing, customer engagement, care, and design, ensuring alignment with company objectives and driving cross-channel campaign strategies.

Must Have

• Maintain the Sago Mini & Piknik marketing roadmap
• Develop go-to-market strategy for new product launches
• Execute on established marketing plans
• Establish frameworks and best practices for brand franchises
• Drive cross-channel campaign strategy for audiences
• Lead a team of marketers focused on lifecycle marketing, customer engagement, customer care, and design
• Set marketing team production priorities
• Compile regular reports of campaign performance and results
• Analyze historical and current campaign data to optimize marketing campaigns
• Communicate priorities to stakeholder groups
• Support partnership opportunities within Spin Master and externally
• Review and approve marketing briefs
• Work with Creative Production & Project Management to ensure output delivers on brief intent
• Work closely with Marketing Project Manager to define promotional opportunities for core partners
• Connect with partners, Spin Master, other digital studios, and external organizations
• Stay up to date with the latest market research and trend analysis

Good to Have

• Experience with subscription services or recurring revenue
• Experience in the mobile apps/games industry
• Experience in children’s media, or products designed for children/families

Perks & Benefits

• Open and inclusive culture
• Opportunity to work with smart, curious and collaborative colleagues
• Challenging, deeply rewarding and fun work environment
• Accessible and inclusive application and selection process
• Reasonable accommodation for job applicants with accessibility needs

Make fun things that matter. Join us.

We aim to build the best play experiences for kids - as a team.

At Sago Mini, we’re always on the lookout for fresh perspectives, deep expertise and creative problem solvers to join our diverse team. We have an open and inclusive culture often associated with start ups. Everyone contributes. You’ll have the chance to work with smart, curious and collaborative folks. A job with us is challenging, deeply rewarding and always fun.

Do your best work here with us.

Sago Mini strives to create an accessible and inclusive application and selection process and is committed to working with and providing reasonable accommodation to job applicants who may require provisions to participate in the recruitment, selection and/or assessment processes. Should you require an accommodation, please contact Tiffany Lopes, Talent Acquisition Manager by email at tlopes@sagomini.com or by phone at 416-703-6459 and we will work with you to meet your accessibility needs.

Sago Mini is an award-winning company devoted to play. With three subscription services and over 10 million monthly active users, Sago Mini creates apps that seed imagination, grow wonder, and bring thoughtful design to life for preschoolers and parents worldwide. Proudly Canadian, Sago Mini is a subsidiary of Spin Master, a leading global children’s entertainment company. Along with sister studios Toca Boca and Originator, Sago Mini is part of the Piknik bundle – a collection of the world’s best apps for kids in one subscription.

About the Role

Sago Mini is seeking a leader to help guide and shape the product marketing strategy of Sago Mini, and our bundled subscription service Piknik. As the Manager, Product Marketing, you will be responsible for bringing our products to kids and parents around the world. You will act as the key point of contact for our product teams, establishing the reporting cadence, integrating our roadmaps, and defining key marketing moments. This position is suitable for candidates with 5+ years of people management experience, as well as experience across lifecycle marketing and product marketing functions.

This is a hybrid role that requires your in-office presence 2-3 days per week.

You’ll thrive in this role if you…

• Have a strategic mindset with a knack for execution, balancing long-term vision with the day-to-day
• Are passionate about leading your team with integrity and compassion
• Enjoy crafting impactful marketing strategies across various channels
• Value data-driven decision-making
• Have a customer-first approach
• Are a master of communication and strong interpersonal skills
• Have an eye for creativity and detail with a focus on brand alignment and voice

What You’ll Be Doing

• Maintain the Sago Mini & Piknik marketing roadmap, anchored in our customer needs, product vision and Piknik growth strategy to reach our goals
• Go-to-market strategy for new product launches, and establishing cross-functional workflows
• Execute on established marketing plans, ensuring visibility across organic channels in conjunction with our product release roadmap
• Establish frameworks and best practices to help build the Sago Mini and Piknik brand franchises, working closely with internal and external stakeholders
• Driving cross-channel campaign strategy for our audiences, and working with channel owners to build brand experiences across CRM, Youtube, the App Store, and Social Media.
• Leading a team of marketers focused on lifecycle marketing, customer engagement, customer care, and design, to deliver on our company objectives
• Responsible for setting the marketing team production priorities, with input key stakeholders within your team and across functions. Align marketing priorities with an understanding of the wider team and studio perspective
• Compile regular reports of campaign performance and results, assessing against key objectives and KPIs
• Analyze historical and current campaign data to optimize marketing campaign direction, strategy and value
• Communicate priorities to stakeholder groups, and set expectations for timelines, delivery, and scope
• Support partnership opportunities within Spin Master and externally
• Review and approve marketing briefs, and work with Creative Production & Project Management to ensure that the output delivers on the brief intent, including proofreading, and consolidated feedback
• Work closely with Marketing Project Manager to define promotional opportunities for our core partners (Apple, Google, Amazon, etc).
• Connect with partners, Spin Master, our other other digital studios, and external organizations
• Staying up to date with the latest market research and trend analysis to inspire and inform our marketing campaigns

Qualifications and Skills

• 5-10 years of experience in product marketing
• 5+ years of team leadership experience, with a demonstrated ability to prioritize across conflicting needs. The right candidate will be able to balance their strategic vision with pragmatic, team-based execution
• Expertise and demonstrated success across multiple marketing specializations (e.g. brand marketing, audience development, and customer acquisition, and lifecycle marketing)
• Experience working with a blend of agency and in-house production resources
• Strong analytical skills and attention to detail
• Excellent verbal, written, and interpersonal communication skills

Nice to Haves

• Experience with subscription services or recurring revenue
• Experience in the mobile apps/games industry
• Experience in children’s media, or products designed for children/families

About the Process

• You’ll get an email response confirming we’ve received your application, and we’ll let you know within a few weeks if we’d like to schedule a follow-up.
• If you’re moving ahead, we’ll book a call to learn more about your experience.
• If that goes well, we’ll send you a short homework assignment to get a better feel for your skillset.
• If the assignment goes well, we’ll book an interview with you and the hiring team to dive deeper prior to making a final call.

We welcome and encourage applications from people with disabilities. Accommodations are available upon request for candidates taking part in all aspects of the selection process.

Based in Toronto, Sago Sago Toys is a subsidiary of Spin Master Limited a leading global children’s entertainment company that creates, designs and manufactures a diversified portfolio of innovative toys, games, products and entertainment properties. We hire humble and collaborative people who care about doing great work. Sago Mini is an equal opportunity employer. We value diversity at our company.