Ruben Ruiz

About Ruben Ruiz

Passionate about the intersection of gaming, culture, and community, Ruben is a California native with an MS in Digital Social Media from USC’s Annenberg School for Communication and Journalism. He currently serves as Marketing Manager, UGC Gaming (Roblox & Fortnite) at Mattel, leading go-to-market and live ops marketing for creator-driven experiences that bring Mattel’s iconic brands to life in next-gen digital worlds.Previously, Ruben led social strategy and cultural engagement at Chipotle, driving viral campaigns, fan activations, and product drops that amplified cultural moments and deepened brand fandom. Before that, he was Social Media Marketing Manager at Roblox, where he launched and scaled Roblox’s TikTok to over 17 million followers and oversaw influencer programs and partnerships behind landmark virtual events like the Lil Nas X and Twenty One Pilots concerts.With expertise spanning content strategy, creator partnerships, influencer marketing, and platform-native storytelling, Ruben builds campaigns that authentically connect brands with Millennials, Gen Z, and Gen Alpha.Outside of work, he’s a Disney enthusiast with a love for red pandas, corgis, and Stitch from Lilo & Stitch. You can often find him jogging around Santa Monica Beach, playing League of Legends or Honkai: Star Rail, visiting Disneyland, or traveling around the world.

Experience

1. Digital Marketing Manager Ugc Platforms, Mattel Digital Studios

   Mattel, Inc.

   Nov 2025 — Present · El Segundo, CA, US

   Lead go-to-market and live operations marketing for Mattel’s Roblox and Fortnite experiences, driving how iconic brands show up within user-generated gaming platforms. Develop and execute creator, community, and social campaigns in collaboration with internal stakeholders and external partners to deliver high-impact launches and sustained player engagement. Manage multi-title marketing calendars, ensuring platform-native best practices and cohesive brand storytelling across all activations.

Education

• University of Southern California

  Master of Science (MS), Digital Social Media

• University of California, Berkeley

  Bachelor of Arts (BA), Social Welfare, Global Poverty & Practice

Skills

• Social Media
• Event Planning
• Public Relations
• Blogging
• Microsoft Office
• Indesign
• Public Speaking
• Community Outreach
• Event Management
• Social Media Marketing
• Publicity
• Photoshop
• Bilingual-English/Spanish
• Advertising
• Wordpress
• Team Management
• Newsletters
• Marketing Communications
• Graphic Design
• Video Editing
• Prezi
• Digital Marketing
• Analytics
• Marketing
• Community Management