Responsibilities

• Brand & Cultural Marketing
• Build and evolve The Arena as a lifestyle brand — one that Anime, Modern Action, and Gaming fans actively adopt as a means of self-expression and identity.
• Develop the brand marketing calendar and cultural strategy , identifying moments, movements, and cultural intersections where Arena has genuine right to play.
• Own Research and Tracking framework (Brand Tracker) that gain deep consumer insights, enable fan-first initiatives and track and measure our success.
• Translate brand positioning into campaigns, activations, and content that feel native to the culture - not borrowed from it.
• Identify and activate brand partnerships, talent, and cultural collaborators that expand the brand's presence and credibility with core and adjacent audiences.
• Own the brand - ensure The Arena’s purpose and mission is always at the center, and we execute it consistently according to our values, in our tone of voice and visual expression
• Maintain a sharp, fluid understanding of pop culture across gaming, anime, streetwear, music, and entertainment — and actively bring those signals into Arena's brand decisions.
• Serve as an internal creative conscience and brand steward — ensuring every output reflects our premium-craft, non-generic standard.
• Contribute to brand architecture decisions , seasonal positioning, and the evolution of Arena's visual and verbal identity over time.
• Partner with Commerce org to leverage consumer product road map as brand building tool.
• Title Campaign Marketing
• Lead end-to-end go-to-market strategy for IP title campaigns — from concept through execution — spanning owned, earned and paid
• Develop earned media strategies that build genuine fandom, awareness, and cultural conversation aroundThe Arena IP.
• Own creative direction and campaign narrative for title launches; ensure every campaign is fan-first, culturally grounded, and true to the IP.
• Partner with Director, Community, drive Arena's digital channel strategy across Webtoon, YouTube, and emerging platforms — treating these as storytelling and community-building engines, not distribution channels.
• Partner with streamers and platform partners on co-developed marketing programs that amplify reach and deepen audience connection.
• Manage and inspire agency and production partners setting the brief, pushing creative, and holding high standards from concept to delivery.