Team Name:
Marketing

Job Title:
Director of Marketing - Hearthstone | Irvine, CA

Requisition ID:
R027375

Job Description:

Blizzard Entertainment is seeking a strategic, player-centric Director of Marketing with a deep passion for and proven experience in collectible card games to lead the global marketing and go-to-market strategy for Hearthstone, Blizzard's iconic live service card game franchise. This role is responsible for driving sustained player engagement, expanding the audience, and ensuring cohesive, high-impact marketing execution across expansions, modes, live events, and franchise initiatives.

As a senior leader within the Hearthstone organization, you will leverage deep expertise and passion for collectible card games to translate product vision into integrated marketing strategies across quarterly expansions, live service beats, regional execution, and community alignment. You will act as a connective leader across product, brand, community, analytics, regional marketing, and user analytics teams, ensuring Hearthstone's content reaches players with clarity, resonance, and momentum.

Hearthstone is a long-running, high-cadence live service with frequent updates, expansions, and feature releases. This role requires strong operational instincts, excellent cross-functional partnership, a deep understanding of how to sustain and grow a global competitive live service over time, and a genuine commitment to the collectible card game genre.

This role offers a flexible hybrid work week from our Irvine, CA studio location, with a mix of remote and on-site days. While hybrid is the standard arrangement, you're also welcome to work on-site full-time if you prefer.

Responsibilities

Strategic Leadership & Marketing Vision

• Own and evolve Hearthstone's global marketing vision and long-term roadmap in close partnership with product and franchise leadership

• Translate product strategy into clear, executable go to marketing plans that balance player trust, brand health, and business outcomes

• Serve as a senior Marketing voice in franchise planning, expansion roadmaps, and major feature or mode launches

Mobile/PC Marketing Execution

• Drive mobile-specific, PC, and cross-device marketing strategies, including App Store Optimization (ASO), desktop storefront optimization, unified device user acquisition (UA) partnerships, CRM segmentation, push/in-app messaging, and platform featuring initiatives to ensure seamless brand presence and engagement across all platforms.

• Lead multi-channel integrated campaigns across lifecycle stages (launches, beats, collaborations, events), leveraging user acquisition, lifecycle, and creative teams to deliver consistent player experiences.

• Partner with internal and external stakeholders (e.g., Apple, Google, PC storefronts) to unlock co-marketing opportunities, featured placements, and global promotional initiatives

Operational & Business Leadership

• Own marketing performance KPIs (returning players, engagement, and retention) and collaborate with cross-functional teams to iterate on strategy

• Champion and continuously evolve a high-cadence live service marketing rhythm aligned to established product releases

• Build and manage marketing budgets, ensuring efficient spend across brand, growth, and regional activations

People Management & Influence

• Lead a high-performing team, ensuring clarity of roles, coaching for growth, and accountability for results

• Influence and align cross-functional stakeholders across regions and departments to deliver integrated execution at scale

• Represent Hearthstone marketing to senior leadership, driving alignment and advocacy for product, budget, and resourcing needs

Player & Market Insight

• Leverage consumer insights, competitive intelligence, and player feedback to inform marketing strategies and creative positioning

• Partner with research, analytics, and live ops to understand player behaviors, motivations, and unmet needs in key markets

Minimum Requirements

• 12+ years of relevant, integrated product marketing experience, including 4+ years of direct people-management experience.

• Proven experience marketing games-as-a-service, live-service video games.

• Strong experience with contemporary user acquisition strategies across platforms.

• Experience working with international marketing teams, driving and enabling strong regional execution.

• Proven ability to partner closely with game development teams to build and execute effective marketing initiatives.

• Experience coordinating with Public Relations and Consumer/Digital Marketing partners to deliver integrated, cross-channel campaigns.

• Strong presentation and communication skills, with the ability to influence, sell, and champion initiatives in a highly matrixed organization.

Bonus Points

• Passion for and deep understanding of the Hearthstone franchise and collectible card game (CCG) genre.

• Experience marketing mobile and free-to-play games.

• Experience with performance and growth marketing in live-service environments.

Rewards

We provide a suite of benefits that promote physical, emotional and financial well-being for 'Every World' - we've got our employees covered! Subject to eligibility requirements, the Company offers comprehensive benefits including:

• Medical, dental, vision, health savings account or health reimbursement account, healthcare spending accounts, dependent care spending accounts, life and AD&D insurance, disability insurance;
• 401(k) with Company match, tuition reimbursement, charitable donation matching;
• Paid holidays and vacation, paid sick time, floating holidays, compassion and bereavement leaves, parental leave;
• Mental health & wellbeing programs, fitness programs, free and discounted games, and a variety of other voluntary benefit programs like supplemental life & disability, legal service, ID protection, rental insurance, and others;
• If the Company requires that you move geographic locations for the job, then you may also be eligible for relocation assistance.

Eligibility to participate in these benefits may vary for part time and temporary full-time employees and interns with the Company. You can learn more by visiting https://www.benefitsforeveryworld.com/.

In the U.S., the standard base pay range for this role is $134,000.00 - $247,900.00 Annual. These values reflect the expected base pay range of new hires across all U.S. locations. Ultimately, your specific range and offer will be based on several factors, including relevant experience, performance, and work location. Your Talent Professional can share this role's range details for your local geography during the hiring process. In addition to a competitive base pay, employees in this role may be eligible for incentive compensation. Incentive compensation is not guaranteed. While we strive to provide competitive offers to successful candidates, new hire compensation is negotiable.