Director, XBOX Brand

Responsibilities

• Define and evolve the long-term XBOX brand strategy, positioning, architecture and narrative in support of business priorities and player needs.
• Create a clear point of view on the role XBOX plays in gaming and culture, balancing the strength of its heritage with the opportunity ahead.
• Translate consumer insight, cultural intelligence, competitive context and business strategy into focused brand choices and growth opportunities.
• Advise senior leaders on the brand implications of major product, portfolio, partnership, and go-to-market decisions.
• Lead the development of global brand platforms, tentpole campaigns, and defining moments that strengthen awareness, relevance, consideration and affinity.
• Connect storytelling across hardware, services, games, accessories, retail, digital, social, experiential, communications and partner channels.
• Partner with product marketing, devices, Game Pass, studios, communications, sales and regional teams to create a coherent XBOX story across the full player journey.
• Guide work from strategic brief through creative development and market expression, maintaining a high bar for insight, craft and effectiveness.
• Own the strategic direction for XBOX verbal and visual identity, naming, nomenclature, architecture, and global expression.
• Ensure brand systems and guidelines create consistency and flexibility for products, franchises, markets and partners to succeed.

Requirements

• 8+ years work experience at a branding agency or with product marketing, brand building, and/or strategy development
• OR equivalent experience.

Preferred

• 12+ years of experience defining brand strategy and leading integrated global marketing for a large, complex, or culturally relevant consumer brand.
• Proven ability to build brand platforms and systems that advance both long-term brand health and near-term business priorities.
• Demonstrated success influencing senior leaders, aligning diverse stakeholders and driving decisions in a complex, highly matrixed organization.
• Strategic storytelling, written communication and presentation skills, with the ability to make complex ideas clear and compelling.
• Experience leading multidisciplinary teams and agency partners from strategy through execution.
• Command of consumer insight, cultural trends, creative development, and brand measurement.
• Experience in gaming, entertainment, technology, media, sports, lifestyle or another passion-led category.
• Experience guiding a brand through transformation, portfolio expansion, or a significant shift in consumer perception.
• Global experience with a strong understanding of how to balance a consistent central strategy with regional and cultural relevance.
• A track record of creating work that earns attention, shapes culture and produces measurable brand and business impact.