Senior Manager, Brand Marketing

Who We Are

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.

What We Need 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.

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.

What You Will Do

Brand Strategy 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. 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.

Audience Definition 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.

Market Prioritisation 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 Development 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. Agency Management: A proven track record of managing, briefing, and extracting world-class output from top-tier creative agencies.

Brand Partnerships 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.