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Posted 2w ago

Associate Director, Product Marketing

@ SEGA
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Irvine, California, United States
$157k-$175k/yrHybridFull Time
Responsibilities:Strategic planning, Campaign execution, Team leadership
Requirements Summary:9+ years in marketing with 3+ years of management experience; gaming/consumer products experience preferred; strong leadership, collaboration, and analytics skills.
Technical Tools Mentioned:Marketing analytics, Campaign management, Go-to-market planning, Budget management, Cross-functional leadership
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Job Description

Hybrid Work Model



#LI-hybrid



 



Job Summary: 

Reporting to the Senior Director of Product Marketing, the Associate Director will lead the marketing strategy and execution for Virtua Fighter and other assigned titles in the Western markets. This role requires a world class skilled marketer and leader to drive player adoption, lifecycle management, cross-functional collaboration, and business planning while ensuring best-in-class marketing campaigns aligned with SEGA’s and studio’s global objectives. 



 



The ideal candidate has a proven track record of developing strategic go-to-market plans, ability to execute those plans at tactical level, strong collaborative and communication skills and clear leadership and mentorship skills that inspire innovation and growth within a team dynamic. 



 



Duties and Responsibilities: 



Strategic Planning and Execution 





  • Own all aspects of marketing lifecycle management across assigned titles, including portfolio planning, foundational marketing strategy, go-to market execution, postmortem analysis, and long-term catalog performance.  




  • Develop, implement, and own product positioning, audience definition and sizing, and overarching marketing strategies.  




  • Provide input into the product Inline/Greenlight process and Western P&L, including development of strategic recommendations and accountability for managing the marketing budget across the portfolio.  




  • Drive dynamic thinking, innovation, and best practices across marketing organization and cross-functional teams to drive best-in class marketing strategy and execution. 





 



Leadership and Team Development  





  • Lead cross-functional teams across marketing campaigns, mentoring and empowering team members to foster innovation, accountability, and creative excellence.   




  • Advocate for Western players’ needs and ensure alignment across global marketing strategies.  




  • Function as a change agent and drive high-impact, innovative marketing initiatives, and influencing outcomes using data-driven insights, case studies, and benchmarks.  




  • Lead and influence decision making across key executive stakeholders, including business and game development leadership for the Virtua Fighter and other assigned IP.  




  • Mentor, develop, and empower a team to lead cross-functional marketing campaigns for their assigned titles. 





 



Cross-Functional Collaboration  





  • Serve as a collaborative custodian of integrated marketing, coordinating efforts across communications and public relations, community, sales, creative services, events, paid media, 1st parties, external agencies, development teams, and regional marketing teams in the Sega of Europe and Sega of Japan.  




  • Partner closely with brand team counterparts to develop complimentary marketing plans that help grow the audience for Virtua Fighter products and leverage music, consumer products, and other initiatives to amply reach and engagement. 




  • Develop and maintain strong relationships with studio partners, FGC key stakeholders or Tournament Organizers, serving as the voice of the product to players and the voice of the players to developers, including advocating for Western regions and influence into global planning. 





 



Global Collaboration & Relationship Building 





  • Collaborate across U.S., Europe, and Japan cross-functional and international teams to develop globally integrated and innovative community campaigns aligned with strategic KPI’s, financial growth, and engagement goals.   




  • Partner with studio teams to contribute to the adaptation and creation of marketing assets—from trailers to social content—tailored for Western audiences.  





 



Data-Driven Marketing 





  • Analyze campaign performance using a range of KPIs and market insights to identify marketing trends, optimize marketing execution, and maximize ROI.  




  • Partner with the marketing strategy team to apply targets and goals for marketing campaign and drive accountability among cross functional teams to deliver against defined KPIs. 




  • Other responsibilities are performed as assigned or needed.