Associate Director, Product Marketing (Gamedev)

TL;DR

Associate Director, Product Marketing (Gamedev): Leading marketing strategy and execution for Virtua Fighter and other titles in Western markets with an accent on go-to-market plans and player lifecycle management. Focus on driving player adoption, managing marketing budgets, and coordinating global campaigns across the US, Europe, and Japan.

Location: Hybrid - Must be based in Irvine, CA (In-office attendance is an essential function of this position)

Salary: $157,000 - $175,000

Company

A global leader in interactive entertainment specializing in high-profile video game publishing.

What you will do

• Own all aspects of marketing lifecycle management, including portfolio planning, foundational strategy, and go-to-market execution for assigned titles.
• Develop product positioning and audience definition to drive player adoption and long-term catalog performance.
• Lead and mentor cross-functional teams to execute best-in-class marketing campaigns and foster creative excellence.
• Collaborate with global teams in Europe and Japan to create integrated community campaigns and adapt assets for Western audiences.
• Manage marketing budgets and provide strategic recommendations for Western P&L and product greenlight processes.
• Analyze campaign performance using KPIs and market insights to optimize ROI and identify industry trends.

Requirements

• 9+ years of marketing experience, including 3+ years of management experience, ideally within gaming or consumer products.
• Proven track record of launching AAA games, specifically Fighting games.
• Must be a gamer, passionate about the gaming industry and fighting games.
• Experience with 1st party console and PC platform processes and policies.
• Demonstrated ability to manage and grow direct reports.
• Bachelor’s degree in a relevant field.

Nice to have

• MBA degree.
• Japanese language skills and experience working with Asian corporations.
• Experience working at or participating in EVO.
• Working knowledge of recent action-adventure games and associated audiences.

Culture & Benefits

• Hybrid work model combining remote flexibility with essential in-office collaboration.
• Opportunity to lead marketing for iconic IPs like Virtua Fighter.
• Collaborative, global environment with interaction across US, Europe, and Japan.
• Focus on innovation, data-driven decision making, and creative excellence.