Senior Director, Gaming Marketing

The Director of Sports Marketing drives the development and leads the execution of the regional Sports Marketing initiatives. The RSL builds local and regional brand affinity through events and athletes while focusing on Red Bull's relevant global and national strategies. The Director of Sports Marketing manages a team of SSMM who, in turn, manage Athlete Marketing through AMM, Event Marketing through EMM, Gaming through GMM, and all related activities throughout the expansive geography of the region. This person will continuously drive clear alignment between SaMo and all their regional Sports Marketing team to ensure our strategies, tactics, and events are the most innovative, on-brand, and impactful within the world of Red Bull.

 

You will provide expertise to complement and evolve the gaming playground in partnership with Red Bull Media Network to give wings to our content and stories to our consumers.

Working with the Head of Gaming Network and communications teams to create differentiated and authentic gaming-related content, drive funnel growth through targeted earned outcomes, innovative programming, and community-first managed and owned channels.

 

Guidance and Insights on Role:

• Gaming is a lifestyle and is our highest affinity playground in relation to all our other strategic playgrounds. The consumer of today looks and plays differently than they did 5 years ago.
  
  
• Creators and Players both model the consumption occasion and lifestyle.
  
  
• Gaming communities are the epicenter of gaming lifestyle; at the head of those communities are players & game IP.
  
  
• We have expanded our reach to go wider to encompass the gaming lifestyle in a more holistic manner with a focus on Session, Enthusiast, and Esport gamers.
  
  
• We are expanding our creator and player roster to encompass personalities that reflect and live our brand across all three priority gaming segments.
  
  
• Work with your Gaming Managers and SAMO team to identify talent and create the best in class storytelling that blows away and charms our consumers.
  
  
• We are partnering with the top gaming IP – leverage this and service the communities around them through events, content, and player activations.
  
  
• Gaming is a major GATEWAY to a wide population of EPC. Leverage our player and creator portfolio and create activations that resonate in the wider community of people who game.
  
  

RESPONSIBILITIES Areas that play to your strengths

All the responsibilities we'll trust you with:

PROGRAM LEADERSHIP

Create programming, activation plans, and tactics to target a broader gaming consumer including enthusiasts and session gamers: Gaming is a Lifestyle.

Develop and maintain a comprehensive, up-to-date understanding of the gaming audience and overall landscape with a deep focus on the esports industry, larger gaming market trends, game titles, gamer talent, and league operations.

Lead, coach, approve, and ensure delivery of regional gaming business plans with a focus on building long term strategy within a region, and support with talent, partnerships, and event concepts.

Build, document, and articulate a long-term and scalable business strategy for the Red Bull Gaming program that incorporates professional talent, owned events, partnerships, digital products, and media content into premium experiences for the global gaming audience.

Define and execute long-term strategic partnerships with key game developers and publishers, Esports leagues, endemic and mainstream media companies, and technology innovation partners.

Partner with stakeholders across Red Bull Brand to develop and consult the gaming occasion and to support build events, sign talent, lead national marketing pillars, and broker partnerships.

Work with Advertising on campaigns to consult on creative, targeting, and securing of ad inventory.

Coach talent, build plans, and approve gaming strategies with regions, focusing on ‘Gaming is a lifestyle’ and targeting a broader gaming consumer.

Organize and lead the Gaming Task Force with the intent to build a long term, cross-functional strategy, and to win gaming holistically within the US market.

Be the primary contact for the Global Head of Gaming for all things gaming within the US.

PLAYER TALENT

Develop a long-term Player and Teams strategy focused on the identification, acquisition, sponsorship, management, and development of top gaming talent.

Work with Sr. Player Athlete Marketing Manager to navigate and negotiate partnerships with Players, Creators, & Teams

Partner with the Athlete Performance Center to innovative performance improvement models, training techniques, and technologies that increase the success of Red Bull players and teams.

Build and own the talent strategy that incorporates events, media, and 3rd party support to grow gaming with a wide focus on the entry point consumer and the total gaming lifestyle.

EVENT PRODUCTIONS

Define and implement globally relevant Red Bull Gaming events and series in close partnership with games publishers, talent, and gaming league operators.

Concept and consult on the Gaming Pillar with the Product Marketing team, developing the concept, game partners, and owned assets for the pillar.

Increase media reach by building events, partnerships, and signed players to create live, VOD, social, and 3rd party stories. Work with the Gaming Network to create new media formats in partnership with internal and third-party production teams that drive engagement with the target audience and build relevance with our consumer.

BUSINESS OPERATIONS

Define success measurement metrics, KPI’s, and reporting structures for overall program and individual team members.

Nurture the understanding of the wider gaming landscape across regional teams through education and coaching with your teams leading.

Create and own holistic Gaming multi-year roadmap, regional and national business plans, cross-functional processes, project and resource plans, event and activation calendars, status updates and budgets.

Articulate Gaming business plans and objectives to the wider org, global partners, internal stakeholders, and business partners.

Design, deploy and govern activation guidelines, templates, and toolkits for use by regional and global teams to activate Gaming program elements within local markets.

EXPERIENCE Your areas of knowledge and expertise

that matter most for this role:

• 10+ years of relevant event, project, and budget management
• People management and team coordination experience
• Experience with the U.S. and global Gaming industry and Gaming marketing landscape
• Experience managing large projects and the ability to find creative and unique solutions for project execution. These include:
• Knowledge of the Gaming landscape & the respective scenes and communities, on a regional, national and global level
• Budget management
• Experience with relevant distribution outlets (all communication channels)
• Coach and mentor with the ability to foster meaningful dialogue and gain buy-in
• (coaching and mentoring) with the ability to foster meaningful dialogue and gain buy-in
• Creative mind with experience putting new ideas into practice and assessing results
• Bachelor's degree or equivalent work experience
• Must be fluent in English, additional language skills an advantage
• Must have a valid US Drivers License