Responsibilities

• Franchise Strategy: Shape a comprehensive, long-term brand strategy - refining the franchise's core mission, vision, and positioning - to establish a definitive, authentic foothold in the market.
• Identity, TOV & Behaviours: Establish and champion a global brand identity framework, as well as defining the tone-of-voice and core brand behaviors to ensure a consistent, inspirational, and engaging experience across all player-facing touchpoints.
• Audience Ownership: Partner with the insights team to develop, validate and enrich an evergreen audience segmentation, taking the lead in ensuring all publishing and studio activities orientate around their needs and motivations.
• Internal Advocacy: Inspire and educate the broader organization around our core audience and any adjacent segments, bringing it to life and creating closeness for key functions throughout the business.
• Trend Monitoring: Actively monitor consumer, cultural, and competitor trends to ensure the franchise responds to market shifts at the speed of the audience.
• Priority Market Strategy: Partner with insights and commercial teams to develop and execute a priority market strategy, building, maintaining and circulating a deep understanding of the sport on a global scale.
• Local Market Execution: Oversee the implementation of brand and marketing activities that balance global scale with local nuance, responding dynamically to both global and hyperlocal insights.
• Product Integration: Ensure the product strategy reflects our priority markets, driving integration from deep cultural representation to operational localization to attract players in key territories.
• Campaign Leadership: Lead all brand-defining campaign development, collaborating with internal creative stakeholders and world class agency partners to deliver industry-defining output.
• Evaluation Frameworks: Define key brand & campaign performance indicators, enabling insights team to build and track success measurement framework.

Preferred

• Establishing New IP: Experience working within the pre-production phase of major unannounced entertainment or gaming IP.
• Studio Partnership: Experience collaborating with game developers and studio leadership to translate product features into high-impact cultural narratives.