Marketability Director

Define and manage a product’s marketability to ensure its desirability, consistency, and clarity of value proposition to players. Develop a strategic framework to guide development teams and inform go-to-market strategies through clear, consistent, and actionable marketing foundations. 

 

WHAT YOU’LL DO

• Define the fundamentals of the product’s marketability, including its core elements, positioning, USPs, visual and verbal identity, as well as the principles that ensure consistency, differentiation, and continuity across products. 
• Develop and evolve the product’s marketing vision to ensure its relevance to players, consistency across experiences, and alignment with business goals. 
• Define marketability guidelines for content themes, products, and new features to ensure they align with the product’s positioning, player expectations, and development objectives. 
• Collaborate closely with the Go-To-Market Director to ensure that the product’s foundations meet marketing and business needs as well as market realities. 
• Provide development teams with player insights (motivations, perceptions, feedback, reception of new features), market trends, and business needs to ensure a player-centric approach to product development. 
• Act as a spokesperson for players in discussions regarding product evolution and evaluate content decisions through the lens of marketability. 
• Initiate marketability strategies to enhance the product’s desirability and ensure consistency across all its dimensions. 
• Collaborate with insights teams and marketing experts to identify growth opportunities, emerging expectations, and market trends.
• Translate product changes (features, content, monetization, new releases) into value propositions, documentation, and content that can be leveraged by Go-To-Market, Business, and marketing partner teams. 
• Develop the marketability deliverables necessary for understanding and promoting the product, including product bibles, naming frameworks, build & capture guidelines, and product understanding content. 
• Define marketability asset requirements and guide their production in collaboration with the Go-To-Market and Creative Services teams to support business needs, promote USPs, and ensure product consistency across marketing touchpoints. 
• Ensure that business priorities and Go-To-Market needs are factored into marketability outputs to maximize their relevance and impact. 
• Define and track marketability and product desirability metrics to assess the resonance of the positioning, player perception, and the product’s marketing health. 
• Develop measurement approaches to evaluate marketability performance (brand equity, intent-to-play, excitement metrics, reception of new features, etc.) and identify opportunities and risks.  
• Conduct regular reviews to identify lessons learned, benchmark market trends, and inform future product direction. 
• Manage and develop a team of Marketability experts covering Product Marketing and Product Management. 
• Foster a culture of product expertise, collaboration with development teams, and marketing consistency. 
• Support employee development through coaching, clear prioritization, and growth opportunities. 
• Perform all other related tasks. 

WHAT YOU'LL BRING

• A university degree in a relevant field or equivalent education.  
• At least 7 to 10 years of experience in video game marketing or other relevant experience in product positioning and strategy.  
• Leadership and excellent interpersonal communication skills  
• Ability to manage and adapt to change  
• Ability to work effectively on multiple projects simultaneously  
• Results-oriented and committed to serving stakeholders   
• Ability to defend one’s point of view, even when it is unpopular  
• Ability to delegate and empower others  
• Functional bilingualism (French and English)
• In-depth knowledge of the video game market and industry 
• Human resources management skills  
• Ability to incorporate a creative vision into the development of marketing products, taking into account market trends and player expectations