Global Brand Manager

ArenaNet - Bellevue, WA (30+ days ago)4.1

We’re ArenaNet. We make the games we want to play a reality, and infuse them with innovation, hand-crafted detail, and creative passion.

As developer and publisher of the award-winning Guild Wars game series, we’re proud to share our passion for the online worlds we’ve created with over 11 million players worldwide.

ArenaNet is currently seeking a talented, highly motivated, passionate and experienced Global Brand Manager to join our team. The Global Brand Manager will lead the marketing and build plans to amplify awareness and purchase consideration of ArenaNet games to a broader audience while still catering to our loyal fan base.


As a Global Brand Manager, you are the owner of the branding and positioning of the product through collaboration with the development team. This Manager position will be responsible for defining and enhancing the product’s brand, creating and executing global marketing strategies and territory specific go to market plans all while maintaining a cohesive voice. Success in this role requires creativity, a deep understanding of our audience, direct and indirect leadership within marketing and other cross-functional teams, and a focus on ROI for integrated marketing plans. All of this should support engaging new and existing audiences throughout the consideration process while displaying the best our games and studio have to offer.


Brand Stewardship

Serve as a passionate advocate and evangelist for the player experience. Where appropriate, define and renew the brand positioning of the product, based on a strong understanding of the current and target audience’s motivations, interests, etc… and the competition. This role is the front line that protects and enhances the brand while looking to generate awareness and make memorable experiences.

Brand Strategy

Define the global brand and strategy for your title and its community of players. The brand and strategy will be used to create the global and territory marketing plans as well as the development of regularly timed and specific campaigns that are data informed and audience centric. This will also support and

guide the rest of the global marketing team with their specific campaign planning as well as external media, creative, and other agencies where appropriate.

Territory Marketing

Create the long lead territory specific go to market plans. The territory specific plans will identify marketing opportunities, challenges and solutions that match the overall strategic vision while guiding cross-functional teams in their planning and filling out the complete marketing plan. The Brand Manager will review the cross-functional team plans to ensure that they stay true to the brand, are appropriate for the audience, and that the brand image remains consistent across all channels of communication.

Coaching and Team Development

The Brand Team is the global lead for branding and positioning of their title. The Global Brand Manager should provide leadership and guidance to the Marketing Team at large related to their title as well as mentor those reporting into them.


  • Bachelor’s Degree in Marketing, Communications, or Business related field, MBA preferred
  • Minimum of 3 years of experience in games or entertainment industry Marketing. Preferably, with experience working on story driven and live/service based titles in the MMO/RPG genres.
  • Demonstrated success in product positioning, creative and media strategies, customer acquisition, performance marketing, analysis and trends, and a broad understanding of related marketing fields
  • Ability to influence, inspire, and motivate people within the team as well as across the organization
  • Hands-on approach to implementation of and strong ownership for the success of campaigns.
  • Results oriented with high standards for work products
  • Strong analytical mindset and critical thinking ability
  • Good creative and aesthetic judgement
  • Thinks big and is ok challenging the norm
  • Excellent written and verbal communication
  • In-depth knowledge of the games and entertainment industries

The Global Brand Manager will report to the Director of Global Brand & Product Marketing.


Initially this role will be an individual contributor that owns that overall marketing and advertising budget for their title. Longer term there is a desire to add one full time associate manager as a direct report in Bellevue, WA and to have a collaborative peer in Europe to meet our overall objectives.

This is a full time, on-site position at our studio in Bellevue, Washington. A casual, friendly work environment, comprehensive benefits package, a competitive salary, and more are all part of what makes ArenaNet a great place to work.

ArenaNet is an equal opportunity employer and we value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

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