Associate Marketing Manager

Burbank, CA

Must be able to commute to Burbank, CA on a hybrid work model in January 2023 (Tues/Wed office days, subject to change).


SEGA of America, Inc. a rapidly expanding video games publisher and developer within the western market, and is the US arm of SEGA Sammy, a world leader in the provision of interactive entertainment both inside and outside the home. SEGA develops, publishes and distributes interactive entertainment software products for a variety of hardware platforms such as Xbox, PlayStation platforms, Nintendo platforms, PC and wireless devices.

SEGA… What do you think of when you hear that word? Do you think of the console with the iconic, harmonized voice fire ups or do you think of the countless gaming hits from Sonic the Hedgehog to Golden Axe to the Persona series?

When we think of SEGA, we think of its evolution as a pioneer in the video game market to one of the most prominent video game developers and publishers ever! Globally, SEGA has over 5,000 employees passionately working to bring the best gaming entertainment to players around the planet. We have one of, if not the richest, portfolio of original IPs – something we are very proud of and excited about as the market continues to change. New streaming technologies and shifts in the retail landscape are well poised for what will be the most disruptive and innovative time in our industry. Our IP strategy positions us well for this, and we are enthusiastic about the future!


There’s never been a more exciting time in the company’s history to join SEGA!


Reporting to the Sr. Brand Manager, the Associate Marketing Manager, Licensing will be a critical function on the brand marketing team, serving as the primary liaison between marketing and SEGA of America’s licensing team. This function will be responsible for driving core brand initiatives as per strategy defined by the brand director, as well as supporting the licensing divisions needs for content, strategy plans and general day to day support across SEGA’s various businesses including games, film, TV, animated content, events, music, and emerging opportunities. This person will work with the Brand, Licensing, Partnerships and Marketing teams to provide support and help grow the overall Sonic brand, and Licensing business.

This position will assist in the development and execution of global brand/licensing strategies with the goal of “celebrating the Sonic IP and entertaining, engaging, and educating new and existing audiences worldwide.” The role will require experience in brand management, consumer marketing and licensing, with the following areas—global campaign development, creative strategy and creative development, global ‘halo-brand development’, consumer marketing, licensee management, executional tracking/coordination and launching consumer products.


Duties and Responsibilities:

  • Collaborate on development of brand and marketing strategies for the overall Sonic brand and various areas of the Sonic business via lifecycle management, with a focus on how to best support Licensing partners of Sonic and their marketing plans.
  • Ensure business plan goals are met and budget management is achieved while maximizing global campaign effectiveness.
  • Partner closely with the cross functional and international teams to ensure marketing, licensing and partner marketing executions are integrated and aligned with the project’s strategic and financial goals.
  • Drive and maintain the development of creative for campaigns, creative strategy/asset production, digital content, channel, promotions and licensing partnership opportunities.
  • Serve as the point person for licensing marketing strategy and plan development to support the overall brand, and various internal Sonic teams and external partners.
  • Be the key liaison between Brand Marketing and Licensing department
  • Take lead on licensing programs that are more marketing focused including leading internal conversations and acting as main point of contact for calls and meetings with partners
  • Deliver brand plan and calendar to licensing team on regular basis and as needed for specific licensing opportunities
  • Participate in bi-weekly licensing team meetings and meet with Licensing managers as needed to stay informed on licensing programs and needs
  • Take lead, and manage, all licensing-based marketing approvals
  • Lead and manage a brand marketing specific bank of merchandise that can be used for giveaways, and other promotional needs
  • Work with licensing team to secure products from licensees
  • Provide weekly updates to brand & licensing teams
  • Support in various consumer research and business data analysis projects to intelligently develop marketing strategies & franchise planning.
  • Provide full support to licensing/marketing events as needed
  • Maintains creative agencies, media agencies, event agencies, and promotional partnerships as needed for licensing plans
  • Champion and evolve the voice of the Sonic the Hedgehog brand for our core audience and the next generation of fans.


Qualifications and Skills:

  • Proven track record of highly creative and imaginative campaigns showing strong results.
  • 3-4+ years’ experience in marketing in a variety of roles potentially including game publisher marketing, licensing companies, and/or consumer products is a plus.
  • Experience with products that have large consumer following in both domestic and international marketing campaigns spanning across various entertainment mediums (film, television, games, publishing)
  • Bachelor’s Degree or equivalent experience in the field.
  • Experience working on major global gaming and/or entertainment brands with proven track record to achieve business goals.
  • Experience global marketing campaigns from the research and positioning stage through go-to-market and post-launch management.
  • Knowledge of the Sonic brand along with games/entertainment industries.
  • Ability to build compelling presentations in Powerpoint including global brand/marketing plans, pitch/sales decks and other similar content
  • Ability to utilize budgeting programs (such as MS Excel), and analyze global budgets w/ some P&L experience.
  • Strong presentation skills including development utilizing programs such as MS PowerPoint, to help ideate and global brand plans.
  • Ability to leverage quantitative analytic measures, build business cases to support initiatives and focus on KPI / ROI metrics.
  • Must provide evidence of ability to manage multiple projects with various teams in a fast-paced environment.
  • Highly effective oral and written communication skills, attention to detail and presentation skills to executive level team members.
  • Positive and professional attitude.
  • Independent worker with little or no supervision required and willingness to navigate areas of unfamiliarity.
  • Creative agency and media agency background is a plus.
  • Must have experience working in a global environment.
  • Willing to work overtime and conduct meetings with Europe and Japan at off hours.
  • Occasional work over the weekend and travel may be required.


Preferred Skills:

  • Microsoft Suite (including strong PowerPoint skills).
  • A/V creative process (including Key Art and trailer development).
  • Video game industry knowledge.
  • Digital and Traditional marketing (including Performance Marketing, Print and OOH).
  • Retail Marketing experience is a plus
  • Knowledge and understanding of licensing business a plus

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