Responsibilities

• Define and lead the long-range vision for the franchise, aligning player needs, product direction, commercial objectives, and market opportunity into a sustained global strategy.
• Own the go-to-market brief for each title within the franchise — including feature prioritization for marketing, value proposition development, and translating product capabilities into player-facing messaging — ensuring launches are grounded in deep understanding of the game, the player, and the competitive landscape.
• Establish the strategic and creative north star for the franchise — including brand identity, messaging frameworks, visual identity systems, and key art direction — ensuring a differentiated, emotionally resonant presence that scales globally across all player touchpoints.
• Partner with development studios to advocate for player needs, ensuring marketing strategy is grounded in product truth.
• Define campaign phasing, tentpole moments, messaging hierarchies, content strategy, and lifecycle engagement.
• Own the global marketing budget for the franchise, strategically deploying multi-million-dollar investments to maximize business outcomes across all launch phases through post-launch lifecycle management.
• Lead audience definition and prioritization — segmentation, player motivation, behavioral insights, barriers to entry, and appeal drivers — to ensure we have an aligned understanding of our audience that informs product and marketing throughout the lifecycle.
• Drive franchise and title positioning frameworks, establishing clear market differentiation and compelling reasons to believe, informed by ongoing research and post-launch performance reviews.
• Define key research needs and oversee research initiatives including audience insights, segmentation and persona profile development, creative and messaging testing, and post-launch acceptor/rejector insights.
• Serve as the audience expert across the business, advocating for player-first thinking to influence brand strategy, publishing decisions, and the broader marketing organization.
• Drive alignment across Publishing, Studio, Global Go to Market, Digital Community Management, Creative Strategy, Player Connections, Partnerships, Commercial, and Regional teams to ensure the organization operates from a unified strategic foundation.
• Regularly present marketing strategies, performance, and recommendations to 2K, Studio, and Take-Two leadership, shaping both marketing and product roadmaps.
• Lead and develop a tight team of brand managers — setting clear direction, managing performance, building career development plans, and building our brag-worthy culture.

Requirements

• 12+ years of progressive leadership in Global Brand Marketing within video games, entertainment, media, or consumer products — including large-scale global campaigns and long-range brand strategy.
• Strong commercial mindset with experience owning significant global marketing budgets and a track record of driving measurable business results.
• Proven ability to influence and align senior executives, studio leadership, and global cross-functional teams in a matrixed organization.
• Strong creative instincts and a clear point of view on what great brand work looks like, with exceptional EQ to align multiple stakeholders along the way.
• Genuine passion for video games, player communities, and building culturally resonant entertainment brands.