Senior Brand Manager

Are you a strategic brand marketer with a passion for building AAA franchises, shaping go-to-market strategy and creating campaigns that resonate with players around the world?

We're partnering with a global games publisher seeking a Senior Brand Manager to lead brand strategy and marketing for an upcoming AAA PC and console title. This is a highly visible role, responsible for defining positioning, audience strategy, creative direction and integrated marketing campaigns, while working closely with both development and publishing teams to build a successful long-term franchise.

About The Role

As Senior Brand Manager, you will own the development and execution of global brand and go-to-market strategies for a major upcoming AAA title.

Working closely with development partners, publishing teams and external agencies, you'll help define the brand's identity, shape how it is introduced to players and ensure all marketing activities align with the game's vision and commercial objectives.

This is a hands-on role that combines strategic thinking with practical execution. We're looking for someone who enjoys developing big-picture marketing strategies but is equally comfortable getting involved in campaign planning, creative reviews and day-to-day delivery.

What You'll Do

Brand Strategy & Go-To-Market Planning

• Develop and own global brand positioning, audience strategy and key messaging.
• Define go-to-market plans aligned with creative vision and business objectives.
• Lead campaign planning across major milestones from announcement through launch.
• Identify opportunities to strengthen brand awareness, engagement and consideration.
• Translate player insights, market research and competitive analysis into actionable marketing strategies.
• Define success metrics and KPIs for campaigns and launch initiatives.

Integrated Campaign Development

• Plan and execute integrated marketing campaigns across multiple channels.
• Work closely with internal and external teams to ensure campaigns are cohesive and impactful.
• Develop marketing initiatives spanning:
  • Brand marketing
  • Community
  • Social
  • Performance marketing
  • Influencer marketing
  • PR
  • Retail and platform partnerships
• Continuously optimise campaigns based on performance and audience insights.

Creative Leadership

• Lead creative development across key marketing assets.
• Review and provide feedback on:
  • Trailers
  • Key art
  • Digital campaigns
  • Promotional content
  • Brand materials
• Ensure consistency of brand identity and messaging across all touchpoints.
• Collaborate with creative agencies and marketing teams to maintain a high creative standard.

Stakeholder & Partner Management

• Build strong relationships with development teams, publishing stakeholders and external partners.
• Act as a key point of connection between development and publishing functions.
• Collaborate across regional teams to ensure alignment on strategy and execution.
• Support stakeholder communication and alignment throughout the product lifecycle.
• Contribute to executive reviews and strategic planning discussions.

Platform & Commercial Partnerships

• Develop relationships with major platform holders and commercial partners.
• Explore opportunities for co-marketing initiatives and promotional partnerships.
• Support platform launch strategies and major commercial beats.
• Work closely with commercial and publishing teams to maximise market impact.

Cross-Functional Collaboration

• Partner with communications, community, creator and performance marketing teams.
• Work alongside programme management teams to ensure alignment between marketing activities and development milestones.
• Coordinate across multiple stakeholders to manage priorities, dependencies and deadlines.
• Support the development of scalable publishing and marketing processes.

What You'll Own

You will be responsible for the overall brand strategy and market positioning of a major AAA title.

Key areas of ownership include:

• Global brand strategy.
• Audience definition and targeting.
• Integrated campaign planning and execution.
• Creative direction and asset quality.
• Marketing performance and campaign effectiveness.
• Stakeholder alignment across publishing and development teams.
• Long-term franchise growth and brand equity.

What Success Looks Like

• A clear and compelling brand identity exists across all channels and territories.
• Marketing campaigns drive strong awareness, engagement and player acquisition.
• Stakeholders remain aligned on strategy and priorities.
• Creative assets consistently meet a high quality standard.
• Platform and publishing partnerships contribute meaningful visibility and reach.
• The title launches with strong market positioning and audience engagement.
• The foundations for long-term franchise growth are successfully established.

What We're Looking For

Essential Experience

• 8+ years of experience in brand marketing within the games industry.
• Experience supporting or leading AAA PC and console game launches.
• Proven success developing brand positioning and audience strategies.
• Experience building and executing integrated go-to-market campaigns.
• Strong understanding of global gaming markets and player audiences.
• Experience working directly with game development teams and marketing stakeholders.

Marketing & Brand Expertise

• Strong strategic marketing capabilities.
• Experience transforming consumer insights into marketing actions.
• Deep understanding of brand development and franchise building.
• Experience managing integrated marketing campaigns across multiple channels.
• Strong commercial awareness and business acumen.
• Ability to evaluate marketing effectiveness and optimise performance.

Creative Skills

• Excellent creative judgment.
• Experience reviewing and shaping marketing assets.
• Ability to provide actionable feedback on creative concepts and campaign materials.
• Strong understanding of storytelling, positioning and audience engagement.

Leadership & Communication

• Excellent communication and stakeholder management skills.
• Ability to influence and align diverse teams.
• Comfortable operating in fast-paced and evolving environments.
• Strong organisational and prioritisation skills.
• Highly proactive and self-directed.

Desirable Experience

• Experience launching a new AAA IP or franchise.
• Experience within action, adventure, open-world or narrative-driven games.
• Platform partnership experience.
• Experience working with global publishing organisations.
• Exposure to North American, European and Asian gaming markets.
• Interest in AI-powered marketing tools and data-driven marketing workflows.
• Additional language skills would be advantageous.

Why Join?

• Help build and launch a major new AAA franchise.
• Lead global brand strategy for a high-profile title.
• Collaborate with experienced development and publishing teams.
• Influence creative direction and go-to-market strategy from an early stage.
• Work across international markets and stakeholders.
• Join a growing organisation investing heavily in premium game publishing.

Location: Santa Monica, California (Hybrid)

Employment Type: Full-Time
Salary Range: $166,000-215,000 USD per annum

If you're a strategic and hands-on brand marketing leader with experience launching AAA games and building compelling player-focused campaigns, we'd love to hear from you.  Apply now or email Joe McKernan - View email address on skillsearch.com