Sr. Director, Marketing

About the role

The Sr. Director of Marketing is a senior creative and strategic leader who will own two essential pillars of our marketing operation: Title Campaign Marketing and Brand & Cultural Marketing. Reporting directly to the President of Marketing & Brand, and partnering closely with the Director, Community, you will bring our IP to life across owned, earned media, and paid media, developing engaging go-to-market campaigns while simultaneously building The Arena as a brand that fans genuinely love and claim as their own.

Responsibilities

• Build and evolve The Arena as a lifestyle brand — one that Anime, Modern Action, and Gaming fans actively adopt as a means of self-expression and identity.
• Develop the brand marketing calendar and cultural strategy, identifying moments, movements, and cultural intersections where Arena has genuine right to play.
• Own Research and Tracking framework (Brand Tracker) that gain deep consumer insights, enable fan-first initiatives and track and measure our success.
• Translate brand positioning into campaigns, activations, and content that feel native to the culture — not borrowed from it.
• Identify and activate brand partnerships, talent, and cultural collaborators that expand the brand's presence and credibility with core and adjacent audiences.
• Maintain a sharp, fluid understanding of pop culture across gaming, anime, streetwear, music, and entertainment — and actively bring those signals into Arena's brand decisions.
• Serve as an internal creative conscience and brand steward — ensuring every output reflects our premium-craft, non-generic standard.
• Contribute to brand architecture decisions, seasonal positioning, and the evolution of Arena's visual and verbal identity over time.
• Partner with Commerce org to leverage consumer product road map as brand building tool.
• Lead end-to-end go-to-market strategy for IP title campaigns — from concept through execution — spanning owned, earned and paid.
• Develop earned media strategies that build genuine fandom, awareness, and cultural conversation around The Arena IP.
• Own creative direction and campaign narrative for title launches; ensure every campaign is fan-first, culturally grounded, and true to the IP.
• Partner with Director, Community, drive Arena's digital channel strategy across Webtoon, YouTube, and emerging platforms — treating these as storytelling and community-building engines, not distribution channels.
• Partner with streamers and platform partners on co-developed marketing programs that amplify reach and deepen audience connection.
• Manage and inspire agency and production partners setting the brief, pushing creative, and holding high standards from concept to delivery.

Qualifications

• 10–12+ years in marketing, with significant experience across entertainment, gaming, anime, or consumer lifestyle brands such as fashion, sports or music.
• Proven record leading title or tentpole launch campaigns with meaningful earned media and cultural impact.
• Strong creative direction ability, capable of briefing, evaluating, and elevating agency work.
• Deep fluency in digital platforms and content ecosystems — YouTube, Webtoon, social, and beyond.
• Production Experience.
• Experience with theatrical or streaming partnership marketing a strong plus.
• Track record of building or repositioning brands with cultural resonance — not just brand awareness.
• Comfortable presenting and aligning executive stakeholders on strategy and creative direction.