Senior Brand Manager, Sonic

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.

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.
• Spearhead New Research Initiatives: 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.

Qualifications

• 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.
• 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.