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