Senior Director, Franchise Expansion Marketing, Minecraft

Responsibilities

• Define & Lead Minecraft's Franchise Expansion Marketing Strategy
• Own the marketing vision and multi-year strategy for Minecraft's Entertainment, Consumer Products, Promotions, Partnerships, and Experiences portfolio.
• Set portfolio priorities, investment frameworks, and success metrics that drive audience growth, fandom, and commercial impact.
• Align marketing investments and plans with long-term franchise growth objectives.
• Build a Connected Franchise Growth Engine
• Develop integrated marketing strategies that connect entertainment, consumer products, retail, promotions, partnerships, and experiences into a unified franchise ecosystem.
• Lead major franchise tentpoles and growth initiatives that expand audience reach, deepen engagement, and strengthen long-term fandom.
• Establish scalable frameworks that maximize the impact of franchise investments across the portfolio.
• Drive Entertainment, Consumer Products & Promotions Marketing
• Define and execute global marketing strategies for entertainment launches, licensed products, retail programs, strategic collaborations, and promotional partnerships.
• Partner with studios, licensees, retailers, and external stakeholders to maximize franchise impact and business performance.
• Ensure brand consistency, creative excellence, and effective marketing execution across the global partner ecosystem.
• Drive Cross-Functional Franchise Growth
• Serve as the primary marketing partner to Franchise Development and collaborate closely with Product Marketing, Licensing, Business Strategy, Creative, and regional teams.
• Influence stakeholders across the organization to drive alignment, execution excellence, and measurable business outcomes.
• Leverage audience insights, market intelligence, and performance data to inform strategy and optimize investments.
• Build & Scale the Franchise Marketing Organization
• Lead, develop, and inspire a high-performing global team responsible for franchise expansion marketing.
• Establish scalable operating models, planning processes, governance frameworks, and organizational capabilities.
• Foster a culture of accountability, innovation, collaboration, and operational excellence that enables Minecraft to grow as a global entertainment franchise.

  Qualifications

  • Required Qualifications:
  • 10+ years experience leading agency or corporate brand management/design/marketingOR equivalent experience.
  • 15+ years of experience in brand marketing, franchise marketing, entertainment marketing, consumer products marketing, partnership marketing, or related disciplines.
  • 8+ years of people management experience leading managers and building leadership capability across global organizations.
  • Experience developing and executing long-range marketing and brand strategies that drive measurable business growth and customer engagement.
  • Experience leading large, cross-functional initiatives and influencing senior stakeholders across complex, matrixed organizations.
  • Experience building, leading, and developing high-performing teams, including 6+ years of people management experience with direct reports.
  • Demonstrated ability to translate business objectives, customer insights, and market trends into actionable marketing strategies and business outcomes.
  • Communication, executive presence, and stakeholder management skills with a track record of driving alignment and influencing decisions at leadership levels.
  • Experience leading marketing strategy for entertainment franchises spanning gaming, film, television, consumer products, experiences, retail, and promotional partnerships.
  • Experience working with licensing, consumer products, retail, and promotional partner ecosystems.
  • Track record building and scaling global franchise marketing organizations.
  • Experience launching and marketing entertainment content, major brand partnerships, licensed products, or franchise expansion initiatives.
  • Understanding of fandom-driven brands, audience growth models, and franchise ecosystem marketing.
  • Experience in gaming, entertainment, media, lifestyle, consumer products, or adjacent franchise-based businesses.
  • Preferred Qualifications:
  • Experience in gaming, entertainment, media, lifestyle, consumer products, or adjacent franchise-based businesses.