Senior Brand Manager, Sonic

Hybrid Work Model

#LI-hybrid

Job Summary:
Sonic the Hedgehog is one of the world’s most iconic gaming, entertainment and lifestyle brands, engaging fans through video games, consumer products, content, live experiences and cultural moments. As the Sonic brand continues to expand across new platforms, audiences and experiences, we’re looking for a strategic and creative marketing leader to help shape the future of one of the world’s fastest and most beloved IPs.

We’re looking for a Senior Brand Manager who is equal parts strategist, marketer, storyteller and franchise builder. Reporting to the Brand Director, you’ll help shape the future of Sonic by developing and influencing global marketing strategies that grow the brand, deepen fan engagement and introduce Sonic to the next generation of fans.

You’ll lead integrated campaigns from insight through execution, partnering with global teams to create disruptive, innovative and culturally defining moments that extend far beyond gaming. Success in this role requires expertise across the brand strategy, campaign development, PR, social, digital, influencer & creator, creative, content, experiential and partnerships. You’ll work cross-functionally with teams across North America, Europe and Japan to bring global marketing initiatives to life.

We’re a collaborative and supportive team that values curiosity, creativity and respect. We’re looking for someone who thrives in fast-paced environments, embraces bold ideas, consistently drives results, and is excited about identifying new opportunities and unlocking the next era of growth for the Sonic franchise.

Duties and Responsibilities:

Drive Global Brand Strategy:

• In collaboration with management, help define and influence long-term brand strategies and annual marketing priorities for Sonic the Hedgehog.
• Champion a consistent global brand voice while evolving the franchise for new audiences.
• Identify emerging cultural, entertainment and consumer trends and translate insights into strategies that unlock new whitespace opportunities and increase long-term brand relevance.

Lead Integrated Marketing Campaigns:

• Develop and execute global marketing campaigns that support game launches, tentpole films, consumer products, licensing initiatives and live experiences.
• Build and lead integrated marketing plans spanning social, PR, influencer, digital, paid media, and experiential channels.
• Ensure campaigns deliver measurable business results while strengthening the overall franchise.

Build Iconic Creative, Content & Storytelling:

• Partner closely with internal creative teams and agencies to develop breakthrough creative that reflects the Sonic DNA and support global brand strategies.
• Oversee the development and production of key marketing assets including trailers, key art, digital campaigns, promotional materials and event experiences.
• Maintain high creative standards across every consumer touchpoint.

Grow the Franchise:

• Support initiatives that expand Sonic into new audiences, categories and cultural spaces.
• Collaborate with licensing, gaming and content teams to achieve larger business goals and drive top-line revenue growth.
• Identify and evaluate new opportunities to reach new audiences, deepen fan affinity and engagement, and accelerate long-term franchise growth.

Track & Measure Performance:

• Track and analyze campaign performance, brand health, and consumer insights to identify opportunities and drive decision-making.
• Spearhead new research initiatives and leverage data and insights to drive actionable recommendations, inform marketing strategy and develop new marketing programs.
• Use data to continuously optimize marketing effectiveness and future planning.

Collaborate, Mentor and Lead:

• Serve as a key marketing partner across Sega teams in North America, Europe and Japan.
• Align stakeholders around campaign priorities, timelines and strategic objectives.
• Help develop junior marketers through coaching, collaboration and feedback.
• Foster a creative, collaborative and high-performing team culture. 
• Other responsibilities are performed as assigned or needed. 

Qualifications and Skills:

• Working in-office is an essential function of this position. This requirement of face-to-face interaction is in place to ensure effective supervision, collaboration, and teamwork.  In-office attendance is required for the following reasons:
  • For effective supervision of employees and our work product, which includes ensuring all employees have necessary oversight of their work and access to supervisory assistance, which includes meetings to review work product, deadlines, and status.
  • To foster communication and collaboration among team members, which includes the following: allowing for spontaneous brainstorming sessions and exchanges of ideas, quick access to team members to enable collaborative problem-solving, and stronger cohesion among co-workers and within teams.
  • To enhance the sharing of information necessary to effective job performance and product creation. 
  • To enhance understanding of our stakeholders’ work and business needs, facilitate a more seamless and organic workflow, and ultimately increase efficiency and successful outcomes.
• Typically has 8+ years of experience in brand marketing, entertainment, gaming or consumer products.
• Proven track record of developing and leading integrated marketing campaigns from strategy through execution.
• Strong strategic thinking balanced with exceptional creative instincts.
• Experience managing creative agencies and cross-functional partners.
• Strong understanding of consumer insights, brand positioning and franchise marketing.
• Excellent project management skills with ability to prioritize multiple initiatives simultaneously.
• Strong presentation skills and ability to influence stakeholders across the organization.
• Ability to leverage quantitative analytic measures, build business cases to support initiatives and focus on KPI metrics.
• Experience working across international markets is highly preferred.
• Passion for entertainment, gaming, pop culture and building iconic brands.