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Senior Director, Global Marketing Insights

Who We Are:

Founded in 2005, 2K Games is a global video game company, publishing titles developed by some of the most influential game development studios in the world. Our studios responsible for developing 2K’s portfolio of world-class games across multiple platforms, include Visual Concepts, Firaxis, Hangar 13, Cat Daddy, Cloud Chamber, 31 Union and HB Studios. Our portfolio of titles is expanding due to our global strategic plan, building, and acquiring exciting studios whose content continues to inspire all of us! 2K publishes titles in today’s most popular gaming genres, including sports, shooters, action, role-playing, strategy, casual, and family entertainment.

Our team of engineers, marketers, artists, writers, data scientists, producers, problem solvers and doers, are the professional publishing stewards of our growing library of critically-acclaimed franchises such as NBA 2K, BioShock, Borderlands, Tiny Tina’s Wonderlands, 2KPGATOUR, Mafia, Sid Meier’s Civilization, WWE 2K, WWE2KSupercard, The Quarry, and XCOM.

At 2K, we pride ourselves on creating an inclusive work environment, which means encouraging our teams to Come as You Are and do your best work! We are dedicated to diversity and inclusion and want our community of candidates to reflect this commitment. We encourage all interested applicants to explore our global positions.

2K is headquartered in Novato, California and is a wholly owned label of Take-Two Interactive Software, Inc. (NASDAQ: TTWO).

What We Need:

We are looking for a passionate and self-motivated Senior Director to head our Marketing Planning & Insights function.

This critical role will ensure we have a deeper understanding of our gaming audience needs and behaviors through data-driven player insights and market research. You will focus on our current, new, and emerging games guiding our development and other internal teams on the player needs and the competitive space; understanding trends, whether this be cultural, market or macro to ensure 2K is at the forefront of modern marketing and business practices.

Working with some of the biggest gaming franchises, this role will distill insights and results into actionable plans to optimize marketing strategies and campaigns to better align with the audience and business needs.

This role will set the vision for the function and be responsible for all research (player, brand health, product, trends, etc). Uncovering, and socialize insights about our players, brands, and products in service of expansion opportunities as well as marketing optimization.

The Senior Director, Global Marketing Planning & Insights is a pivotal and strategic thought leadership role who reports into the VP, Global Marketing Planning.

Since its inception, our Marketing Insights and Planning function has become a critical part of our organization and there are significant growth opportunities for this position within 2K.

What You Will Do:

Strategy and Thought Leadership

• Lead and manage our dynamic and hungry Marketing Insights & Planning team across multiple time zones/geographies
• Translate business needs into Marketing requirements and work with teams across the organization to adapt the current state to meet evolving business needs, which includes being a lead and partner in developing the Global Marketing annual strategy
• Provide expert consultation to senior leaders responsible for synthesizing learnings into concise and persuasive storytelling for easy share-out, and influencing decision-making up to and including the executive level, driving priorities based on a holistic view of marketing, the player, the product, and the marketplace
• Be the voice of the player in brand and business discussions; work across the organization, collaborating as a thought partner across marketing, business, product, and sales teams to help ensure strategies and work plans are optimized with the player in mind
• Work with internal partners to establish a robust reporting framework that ties each key area of Marketing to a unified view for the CMO and marketing leadership that powers decision making and be a super-user of datasets, dashboards, and models.
• Lead ongoing, productive communication between teams across the globe to coordinate insight sharing and identify opportunities for synergy and best practices
• Lead the management and execution of global brand health measurement including a full suite of tools. This suite of tools includes custom brand insights studies, brand and campaign tracking, diagnostics, and regionally customizable elective modules
• Be a thought leader, identifying and surfacing new brand and market opportunities through an in-depth understanding of player needs and trends, using a combination of market data, syndicated research, experience, and custom research to provide actionable recommendations to drive growth
• Lead the development of marketing budget proposals for new and existing games

Marketing Optimization

• Drive the evolution of consumer/player segmentation and corresponding player journeys (in and out of game) for each of our franchises
• Be the lead to determine what marketing actions are the key drivers to our performance for installs, revenue, player satisfaction and brand health
• Develop ongoing analysis on overall marketing investment performance, program ROI, acquisition, cross-sell and upsell
• Lead the requirements brief to the internal and external analytics teams/providers and provide support to ensure relevant marketing requirements/models are delivered, which includes facilitating the development of statistical models to understand the relationship between different campaign factors/attributes and sales to support marketing budget decisions and recommend test scenarios to drive business growth and innovation in marketing
• Develop Marketing industry trends and summary reports that are easily digestible by business partners and presented as actionable insights
• Serve as insights champion advocating for a data-driven culture by training and coaching colleagues on how to make data-driven decisions
• Create standardized metrics reports on marketing effectiveness and business impact; act as a change agent to indoctrinate a marketing optimization mindset
• Identify opportunities to leverage data, insights, and analytics to identify actionable commercial insights and improve business outcomes and marketing impact
• Identify optimization opportunities across marketing channels and work closely with our Marketing teams to capitalize on these opportunities
• Deep dive into our regions and territories to identify key trends, areas of opportunity and performance results to support ongoing optimization, identification of growth markets and key needs to ensure global strategies are informed and local executions are on point to deliver the player and business needs

Our players and our games

• Collaborate with key stakeholders to proactively identify key knowledge gaps about the current and prospective players and determine/execute the best research methods to address them
• Work with our studios to develop and lead research on an ongoing basis to better understand priority topics and themes for our games
• Partners with the leaders of brand strategy and media planning to develop, syndicate and oversee insights and strategies on the needs and journeys for targeting our known audiences and segments to support the brand strategy and media planning agenda for both future and existing players
• Analyzes trends and dynamics of the player experience and journeys to provide insights that help create best-in-class experiences
• Applying research on an ongoing basis or as needed including brand health tracking, marketing effectiveness, competitive tracking, DTC trends, etc.
• Drive adoption of an audience-first approach by translating research findings into ongoing actionable takeaways for marketing, product, growth, and studio teams
• Understand our internal data, and make recommendations for potential targets in new segments/players, by cross referencing against business and external market data.

Who We Think Will Be a Great Fit:

You have an analytical mind with a clear understanding of the factors that contribute to successful modern marketing. You should have a holistic view of paid and unpaid marketing practices that will enable you to extrapolate learnings that influence business decisions. You should be a solution oriented, creative problem solver and self-starter with passion and enthusiasm for driving results.

• Bachelor's degree in Business, Psychology, Economics, Mathematics, or a related discipline – Master’s or PhD degree is a big plus.
• 10+ years of experience in marketing insights with large, complex, and multi-dimensional data sets
• Proven analytical skills; ability to analyze raw data, draw conclusions, and develop actionable recommendations
• Experience working with paid and unpaid marketing channels and with multi-channel attribution and media mix models
• Strong Google Sheets and/or Excel skills including VBA macros, pivot tables, vlookups, etc.
• Experience with data visualization tools, Tableau preferred
• Proven experience with input into complex marketing budget strategies across diverse geographies.
• Experience with digital marketing communications and role they play in the broader marketing mix.
• Self-starter and problem solver
• Ability to develop strong, open, and collaborative working relationships by gaining trust to successfully manage and deliver against expectations
• Aptitude to define solutions that will generate measurable results via a thorough knowledge of the principles of marketing
• Consistently exhibit natural curiosity and dynamism
• Innate ability to respectfully challenge the status quo
• Excellent written and spoken communication skills