Senior Manager, Brand Marketing

About this role

<p><strong>Who We Are</strong><strong><br></strong>At 2K, we build some of the most iconic and culture-shaping video games in entertainment. In 2023, we expanded our publishing arm across 2K Sports Lab, our latest stand-alone studio that is shaping an ambitious plan to redefine the future of sports games. We're currently building a world-class team to build the next iconic sports franchise that’s rooted in bold ideas, innovative experiences and a laser focus on players and fans.</p> <p><strong>What We Need</strong></p> <p>We are looking for a Senior Manager, Brand to join our team. This is a critical role that will further develop the foundations of our next blockbuster sports IP, offering a rare opportunity to impact the future of the sports video game category. The role requires strategic leadership, deep cultural understanding, and a clear point-of-view on the sport in service of creating a unique position and voice within the market.</p> <p>The ideal candidate will be an expert in shaping brand strategy from the ground up, possessing the ability to develop our core audience globally while executing industry-defining creative campaigns. You will lead cross-functional relationships across studio, publishing and geographic boundaries, and will champion the professional growth of your team.</p> <p><strong>What You Will Do</strong></p> <p><strong>Brand Strategy</strong></p> <ul> <li>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.</li> <li>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.</li> <li>Distinctiveness: Establish a clear, authoritative POV on the sport, positioning the franchise uniquely to carve out a distinct space within the always-evolving cultural narrative.</li> </ul> <p><strong>Audience Definition</strong></p> <ul> <li>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.</li> <li>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.</li> <li>Trend Monitoring: Actively monitor consumer, cultural, and competitor trends to ensure the franchise responds to market shifts at the speed of the audience.</li> </ul> <p><strong>Market Prioritisation</strong></p> <ul> <li>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.</li> <li>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.</li> <li>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.</li> </ul> <p><strong>Campaign Development</strong></p> <ul> <li>Campaign Leadership: Lead all brand-defining campaign development, collaborating with internal creative stakeholders and world class agency partners to deliver industry-defining output.</li> <li>Evaluation Frameworks: Define key brand & campaign performance indicators, enabling insights team to build and track success measurement framework.</li> <li>Agency Management: A proven track record of managing, briefing, and extracting world-class output from top-tier creative agencies.</li> </ul> <p><strong>Brand Partnerships</strong></p> <ul> <li>In-Game Integration: Collaborate with the studio and partnership teams to identify and shape authentic brand integrations within the game environment that actively elevate the player experience at both a global and hyperlocal level.</li> <li>Marketing Elevation: Shape innovative ways for top-tier brand partners to integrate directly into our marketing plans, supporting the delivery of our core franchise goals.</li> <li>Brand Partner Value: Actively participate in meetings with the partnerships team to identify priority partners, build pitch presentations and support ongoing negotiations, developing sophisticated integration frameworks that deliver clear value to all parties.</li> </ul> <p><strong>Cross-Functional Leadership</strong></p> <ul> <li>Cross-Functional Collaboration: Work closely with a diverse group of internal and third-party stakeholders, leveraging broad perspectives and shared expertise to deliver consistent excellence in execution.</li> <li>Feedback & Alignment: Actively engage in and facilitate constructive feedback loops, placing a sharp emphasis on close collaboration with the studio and navigating geographical boundaries within publishing.</li> </ul> <p><strong>Team Leadership</strong></p> <ul> <li>Line Management: Oversee the direct line management of two individuals, seamlessly shifting between teaching, coaching, and…