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About the Role
We are seeking a Director, Product Marketing to shape and drive the global product marketing strategy for a new IP from 31st Union, guiding it from development through launch and live service. This senior leadership role involves connecting consumer insight, product strategy, market dynamics, and business priorities to ensure the new IP delivers an experience players understand, value, and invest their time in. You will collaborate closely with the Development team, Product, Creative, and publishing partners to ensure the player promise is consistently experienced and represented.
Responsibilities
- Partner with the Head of Marketing to develop and drive new IP's global product marketing strategy from development through launch and live service.
- Serve as a trusted strategic delegate for the Head of Marketing, independently representing Global Marketing across key cross-functional initiatives.
- Develop and drive global campaign strategy, translating new IP's positioning and player promise into compelling marketing programs across reveal, launch, and live service.
- Translate consumer research, player behavior, competitive intelligence, and market dynamics into actionable product and marketing recommendations.
- Partner closely with Development and Product to ensure new IP's positioning and player promise are manifested in the game experience.
- Help shape new IP's live-service strategy, connecting acquisition, engagement, retention, community, content, and lifecycle marketing.
- Develop and confidently present clear strategies and recommendations that simplify complex challenges and drive decisions.
- Lead, mentor, and develop the Product Marketing team, raising the bar for strategic thinking, presentation skills, communication, and execution.
- Build alignment across Development Team, Creative, Insights, Product Team, Community, PR, Commercial, and other publishing disciplines.
- Proactively identify strategic gaps and independently drive complex initiatives from ambiguity through execution.
- Partner with Creative and Development to guide the development of key marketing assets, including trailers, gameplay capture, key art, product messaging, store presence, and other player-facing materials, ensuring they authentically represent the game and its value proposition.
Requirements
- 10+ years of experience in Product Marketing, Franchise Marketing, Product Management, Brand Marketing, or related consumer-facing disciplines, including meaningful leadership experience.
- Significant experience marketing free-to-play and/or live-service games, ideally within the shooter or competitive multiplayer category, with a strong understanding of player acquisition, engagement, retention, content cadence, community, and lifecycle marketing.
- Demonstrated experience developing positioning, audience strategy, value propositions, and go-to-market strategies for large-scale consumer products.
- Experience partnering directly with game development or product teams and influencing decisions through consumer and market insight.
- Strong strategic leadership with the ability to connect consumer, product, market, and business realities into clear direction.
- Deep understanding of games, player behavior, and the competitive landscape, with the ability to evaluate how game systems, progression, social dynamics, and design decisions influence player motivation and market potential.
- Exceptional written, verbal, and executive presentation skills, with the ability to simplify complexity and confidently influence senior leaders.
- Strong judgment and ownership, with demonstrated ability to make sound decisions with incomplete information and operate with significant autonomy.
- Experience managing, mentoring, and developing high-performing marketers, with a passion for making the people around you better.
- Proven ability to lead across highly matrixed, cross-functional organizations through influence rather than authority.
- High standards for quality and execution, with the ability to move seamlessly from strategy to getting the work done.
- Experience marketing AAA, premium, free-to-play shooters or competitive multiplayer games at global scale, particularly across PC and console.
- Experience taking a new IP or live-service game from development through launch and ongoing operations.
- Experience developing global marketing strategies across PC and console.
- Deep familiarity with competitive multiplayer games, player behavior, and the evolving live-service market.
- Experience with consumer research, audience segmentation, competitive analysis, and translating insights into product strategy.
- Experience working with first-party platforms and strategic gaming partners.
- Genuine curiosity about why players choose the games they play, why they keep playing them, and what makes a new experience worthy of their time.
- Deep personal engagement with games and gaming culture, with broad knowledge of genres, competitive ecosystems, player communities, and the evolving market.
- All candidates must be legally authorized to work in United States without requiring current or future employer sponsorship.
Skills
- Product Marketing
- Franchise Marketing
- Product Management
- Brand Marketing
- Free-to-play games marketing
- Live-service games marketing
- Shooter game marketing
- Competitive multiplayer game marketing
- Player acquisition
- Player engagement
- Player retention
- Content cadence
- Community marketing
- Lifecycle marketing
- Positioning development
- Audience strategy development
- Value proposition development
- Go-to-market strategy development
- Consumer insight translation
- Market insight translation
- Game systems understanding
- Player behavior analysis
- Competitive landscape analysis
- Strategic leadership
- Written communication
- Verbal communication
- Executive presentation
- Team leadership
- Mentoring
- Cross-functional leadership
- Project execution
- AAA game marketing
- PC game marketing
- Console game marketing
- New IP marketing
- Consumer research
- Audience segmentation
- Competitive analysis
- First-party platform collaboration
- Strategic gaming partnerships
Location
- Los Angeles, CA
- Novato, CA
- Seattle, WA
Work Type
- Hybrid
Experience Level
- Senior leadership
- 10+ years of experience
Salary/Compensations
- $182,800 - $270,520 per year
Benefits
- Bonus and/or equity awards
- Eligibility to participate in our 401(K) plan
- Employee Stock Purchase Program
- Medical insurance
- Dental insurance
- Vision insurance
- Basic life insurance coverage
- 14 paid holidays per calendar year
- Paid vacation time (ranging from 15 to 25 days) or eligibility to participate in the Company’s discretionary time off program
- Up to 10 paid sick days per calendar year
- Paid parental leave
- Paid compassionate leave
- Wellbeing programs for mental health and other wellness support
- Family planning support through Maven
- Commuter benefits
- Reimbursements for fitness-related expenses
About the Company
- At 2K, we create iconic and culture-shaping video games, including NBA® 2K, BioShock®, Borderlands®, Mafia, Sid Meier’s Civilization®, WWE® 2K, TopSpin®, and PGA TOUR® 2K.
- Our portfolio is brought to life by studios like Visual Concepts, Firaxis Games, Hangar 13, Cat Daddy Games, 31st Union, Cloud Chamber, Gearbox, HB Studios, and 2K SportsLab.
- We build unforgettable experiences by pushing the boundaries of creativity, authenticity, and innovation across every genre.
Equal Opportunity
- As an equal opportunity employer, we are committed to fostering a diverse, inclusive workplace where people are encouraged to come as they are and do their best work.
- As an equal opportunity employer, we are committed to ensuring that qualified individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform their essential job functions, and to receive other benefits and privileges of employment. Please contact us if you need reasonable accommodation.