This job listing expired on Feb 3, 2022
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KRAFTON, Inc. is currently seeking a talented, highly motivated, passionate, and experienced Director or Marketing, Americas to join our team. The Director or Marketing, Americas will lead, build, and mentor the marketing organization ushering in the next chapter of marketing genius to drive awareness, player engagement and purchase consumption of KRAFTON games to a broader audience while still catering to our loyal fan base.

Description:

As the Director or Marketing, Americas, you will be the leader of the Americas Marketing team, having full responsibility for brand management over games developed within this region, territory level “go to market”, consumer targeting, positioning, marketing strategies and innovative programs. This Director position will be responsible for enhancing KRAFTON’s brand awareness as the publisher of PUBG BATTLEGROUNDS, PUBG NEW STATE and any future IP’s while infusing equity and demand generation leading strategy for how we brand and promote our products within the Americas. Success in this role will require building, leading, and coaching teams – directly and indirectly – to help build more meaningful, long-term relationships with new and existing players of KRAFTON games. This effort includes fostering, nurturing, and evangelizing “outside the box” creativity that stretches spends and increases ROI for all integrated marketing and advertising plans to recruit a broader consumer base while continuing to nurture our core audience.

The Director of Marketing, Americas, along with their team, are the owners of the complete title level P&Ls from a revenue & overall marketing and advertising standpoint, managing spending across all cross functional marketing teams.

Scope of Responsibilities:

Brand Stewardship – Serve as a passionate steward, advocate, evangelist, and protector of the player experience, globally. As needed, champion an ongoing renewal and refinement of brand positioning and architecture for KRAFTON, PUBG BATTLEGROUNDS, PUBG NEW STATE & future Ip’s, derived from a deep understanding of both long-standing and newly acquired customers and their motivations, as well as a keen appreciation of an increasingly competitive landscape (both genre, and competitive brand health measures). This advocacy role mirrors the most critical responsibility of a more traditional (CPG) brand management leader—that is, protect, grow, and enhance the brand, but do so by staying true to the core equity, while building authentic and long-lasting relationships with current players while engaging a broader audience.

Brand Strategy – Lead the global brand strategy and set business (and financial) objectives for some of our products developed in the Americas. The strategy and overall branding will include commitments to all aspects of the marketing mix that will help steer the global cross functional marketing teams with their specific campaign planning. Close collaboration and advocacy with the development teams will help ensure we collectively message and market our games effectively while providing a checks and balance of the type of product and features we incorporate to ensure we are meeting a specific consumer demand to maximize financial success. Additionally, build lasting relationships with players to profitably drive the business forward while delivering and exciting and engaging player experience.

Brand Storytelling – Lead the development of annual, program-specific, and event-specific Marketing campaigns (Including TV, Print, OOH, and a variety of web-based online awareness and performance based marketing), crafting data-informed, player-centric and insight-based content and messaging that really connects with players and strengthens their emotional link to our brands by capturing consumers’ imagination through strategic cross functional partnership between the different publishing functions, development, and external Creative and Media agency colleagues.

Territory Marketing –The Director of Marketing, Americas will work long lead to create region specific, integrated go to market plans for all KRAFTON developed products. For Americas developed products, the Americas marketing team will establish the global branding and positioning, collaborating with our regional offices across the globe to create territory specific go to market plans. The Director of Marketing, Americas will work long lead with all regional teams, empowering them to create region specific go to markets for their respective regions, while providing oversight to ensure overall brand positioning cohesiveness.

Research & Player Insights – Working closely with Player Lifecycle Management, provide collaborative leadership and be a principal driver of player Research, Insights and Analytics to uncover genre, player and broader player-based learning that is insightful and actionable. This learning should help KRAFTON inform and activate programs that continue to build and protect the brand and their profitable relationships with players for the long-term. Additionally, as we broaden our product offerings to acquire a broader audience, the Director or Marketing, Americas needs to take a deep dive into the collective foundation of category and game-related data, player insights, and other research, to fuel activation of a smart, targeted consumer retention and acquisition plan for PUBG BATTLEGROUNDS, PUBG NEW STATE as well as any future products.

Coaching & Team Development – The Director or Marketing, Americas will be responsible for building, leading, and mentoring the America’s based Marketing team while concurrently seeking ways to continually enhance brand, storytelling, and overall Marketing competencies. There should also be mentorship and leadership across the entire marketing and publishing organization. The current team is strong, but there will be hiring needs along the way to amplify Marketing impact, and there are always opportunities to increase impact by training and developing existing talent.

Reporting Relationship:

The Director or Marketing, Americas will report to the VP and Head of America's Publishing.

Staff & Resources:

The team currently includes 2 - 3 full time employees of varying title levels across the America’s. Additional headcount may be required to achieve our aggressive objectives, and the Director or Marketing, Americas will make the case for adding talent, as needed.

Qualifications

  • Bachelor’s degree in marketing or related field required, MBA strongly preferred
  • Minimum of 5 - 7 years of experience in consumer product marketing experience digital, F2P, retail and/or subscription businesses. Preferably with experience working on MMO, MOBA and /or Battle Royale
  • Proven success on overall marketing campaigns on major IP content releases and/or content drops
  • Broad understanding of all facets of the marketing discipline including market research, product positioning, pricing, promotions, sales, and distribution
  • Experience using market data to steer product planning and communication initiatives
  • Ability to influence, inspire, and motivate at all levels within an organization where varying opinions are the norm as well as external partner and agencies through good judgement and outstanding communication skills.
  • Extensive experience in acquisition, retention, conversion, and monetization marketing
  • Strategic leader and thinker with ability to create exciting, break through marketing plans
  • Hires & develops great talent
  • High standards for individual and teamwork
  • Can blend creative and analytics when formulating strategies
  • Expects and requires innovation of their team
  • Thinks big and has convictions.
  • Results oriented
  • Strong interest in entertainment and technology industry, ideally in the games industry

Reasonable Accommodation

KRAFTON, Inc. is committed to the full inclusion of all qualified individuals. As part of this commitment, the Company will ensure that persons with disabilities are provided reasonable accommodations. If reasonable accommodation is needed to apply for an open position, perform essential job functions, and/or to receive other benefits and privileges of employment, please contact the HR Talent team at KRAFTON, Inc., to begin the interactive process.

EEOC statement

KRAFTON, Inc. provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type.

Privacy Notice

To evaluate your candidacy, we may ask you to provide us with certain personal information, including your identification data (e.g., name, date of birth, driver’s license number, social security number, passport number, and contact details), education information, financial information (for payroll and benefits), and professional and employment history. If you have any questions about our privacy policy or would like to learn more, please visit https://na.battlegrounds.pubg.com/pp-website/, which includes a link to an additional notice for California residents and which link can also be visited directly at https://na.battlegrounds.pubg.com/privacy-notice-for-california-residents/.