Kristoffer Friberg
Performance Marketing Lead, Mattel Creations Dtc Growth, Paid Media, Affiliate & Social Commerce @Mattel, Inc.
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WORK HISTORY
Performance Marketing Lead, Mattel Creations Dtc Growth, Paid Media, Affiliate & Social Commerce @Mattel, Inc.
El Segundo, CA, US
Lead end-to-end performance marketing strategy for Mattel’s adult collector direct-to-consumer business, overseeing multi-million-dollar investments across paid media, affiliate, social commerce, and emerging digital channels.Key Achievements & Responsibilities:• Built and scaled Mattel Creations’ paid media program from the ground up, establishing a high-performing acquisition engine• Own paid media strategy and execution for Mattel’s DTC initiatives, aligning investment to revenue goals, target audiences, and brand priorities• Built and launched Mattel’s first-ever affiliate marketing program for Mattel Creations, adding incremental revenue streams and expanding partner reach• Manage significant cross-channel media budgets, optimizing spend through data-driven forecasting, testing, and measurement• Defined Mattel’s global paid media measurement framework—including pixel architecture, attribution standards, and conversion prioritization—to ensure consistent data quality, scalable optimization, and unified reporting across regions and channels• Launched livestream shopping, including channel strategy, vendor management, creative planning, and event execution for the adult collector segment• Developed and grew the Mattel Creations YouTube channel and integrated YouTube Shopping, expanding conversion pathways and strengthening creator-led commerce• Partner closely with Brand, Creative, Product, Data, and E-Commerce to align paid media with merchandising, drops, storytelling, and audience development
EDUCATION
University of the Arts
Music
Fox School of Business at Temple University
BBA, Business Administration; International Business, Legal Studies, Cert. in Asian Business & Society
SKILLS
ABOUT KRISTOFFER FRIBERG
I’m a digital marketing leader with 15+ years of experience driving measurable growth across paid media, e-commerce, and brand-building initiatives. I specialize in developing full-funnel strategies, optimizing multi-million-dollar media budgets, and building digital experiences that grow revenue while elevating brand impact.Currently at Mattel, I lead performance marketing for our U.S. DTC business—overseeing paid media, affiliate growth, YouTube Shopping, livestream commerce, and new digital channel innovation for Mattel Creations. My work centers on building high-performing digital ecosystems, modernizing our media mix, and unlocking new revenue streams for some of the world’s most iconic brands.My background spans enterprise-level brands, fast-growing e-commerce companies, and hands-on consulting across industries. I’m at my best when partnering cross-functionally, developing scalable digital programs, and using data to tell compelling stories that guide media investment and accelerate business results.AKA/Common misspellings: Kris Friberg, Kristopher Friberg, Christopher Friberg, Chris Friberg, Kristoffer Frieberg, Kris Frieberg, Kristoffer Fryburg
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