Marketing Content Manager & Storyteller

🎀 Welcome to Sanrio! 🎀

Sanrio is the global lifestyle brand best known for pop icon Hello Kitty. We’re also home to an endearing cast of characters, including the newly crowned #1 favorite Pompompurin, alongside Cinnamoroll, Pochacco, Kuromi, and many more. Since 1960, our “small gift, big smile” philosophy has inspired a World of delight—where even the tiniest token can spark happiness and an enduring connection.

Sanrio is looking for a Content Creator & Storyteller ✍️🎥 to bring our brand’s voice to life across digital platforms. In this role, you’ll craft compelling stories 📚, design engaging content 🎨, and capture the moments 📸 that connect us with our audience. If you have demonstrated success in managing end-to-end content production across platforms like YouTube, Instagram, and Facebook, including the lifecycle of content production, we want to meet you!

The Details (AKA: Primary Job Responsibilities)

• Under the direction of the Brand Development & Content Marketing Director, this creative and outgoing individual will manage, create, develop, and execute animated and live action content through storytelling to expand character IP properties and drive consumer engagement.
• Craft compelling narratives that resonate with target audiences, align with brand objectives and achieve KPI goals.
• Develop and execute content strategies across various platforms to engage audiences and build a strong brand presence through storytelling; Provide decks/mood boards to show vision.
• Concentration Areas: Animation, Live Action (Licensing/Retail), Sanrio.com and Space Licensing
• Lead/attend meetings that require Marketing’s input/brainstorm.
• Content lead in meetings—participate, engage and collaborate in conversations and discussions for both internal/external meetings as the main Marketing representative.
• Support Marketing Department in driving the company’s branding, PR, marketing, corporate communications, overall initiatives and KPIs.
• Communicate and enforce Sanrio’s overall brand guidelines to partners and ensure our brand is properly represented in B2B and B2C scenarios.
• Must be nimble and flexible in working outside of primary job description to be a Marketing representative as needed—a team player that initiates and is also an independent thinker.
• Guide and mentor staff member(s) as applicable.
• Liaison to Japan HQ: Content representative to Japan HQ and other Sanrio subsidiaries.

Brand Content

• Utilize storytelling skills, understand storytelling techniques, incorporate SEO practices, and stay updated on digital trends.
• Develop and implement content strategies, research audience preferences, ensure accuracy through research, and collaborate with teams for consistent messaging.
• Craft multimedia content, including videos, graphics, and written copy, curate original stories, write clear copy, and oversee production to ensure quality.
• Monitor and analyze content performance metrics, use analytics tools, manage content calendars, facilitate online conversations, and build relationships with external partners.
• Develop and utilize a deep understanding of our brand DNA to apply to storytelling and brand aesthetics in our concentration areas.
• Provide brand and creative direction for the development of content utilized across the company
• Brand content development includes content for consumers (B2C) on Sanrio’s social media platforms, including but not limited to Facebook, Twitter, YouTube, Instagram, Snapchat, Pinterest, and digital distribution modules.
• Vet and outsource vendors (within budget) including and not limited to writers, graphic designers, editors, voice-over talent, photographer/videographer, production and other industry professionals on an as-needed basis while serving as the primary point of contact on behalf of Sanrio.
• Collaborate with agencies on content development and management, as well as with internal creative department(s).
• Represent the brand at events; Capture event content as needed for internal/external purposes.
• Collaborate with content counterpart and assist with compiling information for internal monthly report which includes data points from established KPIs, anecdotes/feedback from fans (“Notables”), and other metrics; this also includes cross-over functions to collaborate on shared projects.
• Provide strategic visionary/forecasting capabilities based on research, trends, analysis, feedback, etc.
• Stay on top of trends and test new social platform functionalities as they become available.
• Review and monitor Animation, Live Action (Licensing/Retail), Sanrio.com and Space Licensing content submissions; Provide feedback, guidance and overall brand direction.

General / Marketing

• Assist Brand Marketing team with initiatives, planning and implementation.
• Interface regularly with Brand Marketing team members and other departments such as, but not limited to: Sales, Business Development, E-Commerce, Creative, Legal to maintain communication and information sharing.
• Provide feedback on potential brands, collaborations/promotions, pop culture touchpoints and brainstorm ideas.
• Submit invoices, initiate vendor set-ups and issue POs to accounting as needed.
• Draft, submit and organize Project Approval Requests (PARs).
• Monitor and maintain expense account and budget.
• Other duties as assigned.

📚🤝✨What do YOU bring to the table (AKA: Requirements, Skills & Attributes:)

• BA/BS in related field.
• 5+ years of related work experience in the Consumer Products field, focusing on animated and live action content.
• Vast knowledge, experience, creativity, and passion for storytelling.
• Outgoing personality to interface with external partners/vendors daily.
• Troubleshooting/Problem Solving: Must be able to initiate and rectify daily challenges that may arise.
• Ability to work both independently and collaborate on projects.
• Experience with digital photography/videography and photo editing.
• Experience with paid content advertising.
• Strong communication skills and attention to detail is a must.
• Ability to work with multiple vendors at once and excel at time management.
• Enthusiasm and affinity for the Sanrio brand and characters—knowledge of pop culture a huge plus.
• Must possess excellent copywriting skills, be highly organized, and able to multitask in a fast-paced environment.
• Detail-oriented, have excellent interpersonal and written/verbal communication skills.
• English/other language bilingual skills a plus
• Proficient in MS Office (Excel, Word & PowerPoint, Outlook), Airtable, Adobe Suite, Basecamp, etc.
• Travel Required: Up to 20% annually
• Please note that this is a hybrid position - not remote. MUST have your own transportation and be able to come into our Torrance office once or twice per week to collaborate with the team.

Salary: $100-$110k