Director of Global Brand & Product Marketing

NCSoft   •  

Bellevue, WA

Industry: Media


8 - 10 years

Posted 61 days ago

This job is no longer available.

We are currently seeking a talented, highly-motivated, passionate and experienced Director of Global Brand & Product Marketing to join our team. The Director of Global Brand & Product Marketing will lead, build and mentor the global brand and product marketing organization ushering in the next chapter of marketing genius to drive awareness and purchase consumption ofNCSOFT West games to a broader audience while still catering to our loyal fan base.


As the Director of Global Brand & Product Marketing, you will be the global leader of the Brand and Product Marketing teams, having full responsibility for all brand management, territory level "go to market", consumer targeting, positioning, marketing strategies and innovative programs across the globe. This Director position will be responsible for enhancing the NCSOFT West brand's awareness as the publisher of the Guild Wars, Blade & Soul, Aion & Lineage franchises and any future IP's while infusing equity and demand generation leading the strategy at a global level for how we brand and promote our products. Success in this role will require building, leading, and coaching teams – directly and indirectly – to help build more meaningful, long-termrelationships with new and existing players of NCSOFT West games. This effort includes fostering, nurturing and evangelizing "outside the box" creativity that stretches spends and increases ROI for all integrated marketing and advertising plans in order to recruit a broader consumer base while continuing to nurture our core audience (working very closely with Developer partners toaccomplish this).

The Director of Global Brand & Product Marketing, along with his/her full team, are the owners of the complete title level P&L's from a revenue & overall marketing and advertising standpoint, managing spending across all cross functional marketing teams.

Scope of Responsibilities:

Brand Stewardship – Serve as a passionate steward, advocate, evangelist and protector of the player experience, globally. As needed, champion an ongoing renewal and refinement of brand positioning and architecture for NCSOFT West, Guild Wars, Blade & Soul, Aion, Lineage & future Ip's, derived from a deep understanding of both long-standing and newly acquired customers and their motivations, as well as a keen appreciation of an increasingly competitive landscape (both genre, and competitive brand health measures). This advocacy role mirrors the most critical responsibility of a more traditional (CPG) brand management leader—that is, protect, grow and enhance the brand, but do so by staying true to the core equity, while building authentic and long- lasting relationships with current players while engaging a broader audience.

Brand Strategy – Lead the global brand strategy and set business (and financial) objectives. The strategy and overall branding will include commitments to all aspects of the marketing mix that will help steer the global cross functional marketing teams with their specific campaign planning. Close collaboration and advocacy with the development teams will help ensure we collectively message and market our games effectively while providing a checks and balance of the type of product and features we incorporate to ensure we are meeting a specific consumer demand in order to maximize financial success. Additionally, build lasting relationships with players to profitably drive the business forward while delivering an ever-more exciting and engaging player experience.

Brand Storytelling – Lead the development of annual, program-specific, and event-specific Marketing campaigns (Including TV, Print, OOH, and a variety of web-based online awareness and performance based marketing), crafting data-informed, player-centric and insight-based content and messaging that really connects with players and strengthens their emotional link to our brands by capturing consumers' imagination through strategic cross functional partnership between the different global marketing functions, development, and external Creative and Media agency colleagues.

Territory Product Marketing – Once global branding and positioning is established, territory specific go to market plans need to be crafted across the globe. The Director of Global Brand & Product Marketing will work long lead with the America's based Brand Marketing team to create specifically for the America's as well as the EU based Product Marketing team for thedifferent EU markets. This territory specific planning will foster the cross functional marketing planning for PR, Content, Events & Consumer Marketing, which the Brand & Product Marketing Team will need to review to ensure overall brand positioning cohesiveness.

Research & Player Insights – Working closely with Analytics, provide collaborative leadership and be a principal driver of player Research, Insights and Analytics to uncover genre, player and broader player-based learning that is insightful and actionable. This learning should help NCSOFT West inform and activate programs that continue to build and protect the brand and their profitable relationships with players for the long- term. Additionally, as we broaden our product offerings in an effort to acquire a broader audience, the Director of Global Brand & Product Marketing needs to take a deep dive into the collective foundation of category and game-related data, player insights, and other research, to fuel activation of a smart, targeted consumer retention and acquisition plan for Guild Wars, Blade & Soul, Aion, & Lineage as well as any future products.

Coaching & Team Development – The Director of Global Brand & Product Marketing will be responsible for building, leading, and mentoring the America's based Brand Marketing while mentoring and collaborating with the EU based Product Marketing teams while concurrently seeking ways to continually enhance the brand, storytelling, and overall Marketing competencies. There should also be mentorship and leadership across the entire marketing and publishing organization as the Brand team is the global lead around overall branding and positioning. The current team is strong, but there will be hiring needs along the way to amplify Marketing impact, and there are always opportunities to increase impact by training and developing existing talent.

Reporting Relationship:

The Director of Global Brand & Product Marketing will report to the VP of Marketing.

Staff & Resources:

The team may include as many as 3-6 full time employees of varying title levels across the America's. Additional headcount may be required to achieve our aggressive objectives, and theDirector of Global Brand & Product Marketing will make the case for adding talent, as needed.


  • Bachelor's degree in marketing or related field required, MBA strongly preferred.
  • Minimum of 8 years of experience in consumer product marketing experience digital, F2P, retail and/or subscription businesses. Preferably with experience working on an MMO, MOBA and /or RPG.
  • Broad understanding of all facets of the marketing discipline including market research, product positioning, pricing, promotions, sales and distribution.
  • Experience using market data to steer product planning and communication initiatives.
  • Ability to influence, inspire, and motivate at all levels within an organization where varying opinions are the norm as well as external partner and agencies through good judgement and outstanding communication skills.
  • Extensive experience in acquisition, retention, conversion and monetization marketing.
  • Strategic leader and thinker with ability to create exciting, break through marketing plans.
  • Hires & develops great talent.
  • High standards for individual and team work.
  • Can blend creative and analytics when formulating strategies.
  • Expects and requires innovation of her/his team.
  • Thinks big and has convictions.
  • Results oriented.
  • Strong interest in entertainment and technology industry, ideally in the games industry.