About Sega
SEGA is one of the leading interactive entertainment companies in the world, with our European HQ based in West London and development studios spanning the UK and Bulgaria. Known for quality and creativity above all else, our studios include Sports Interactive, Two Point Studios, Hardlight and Creative Assembly.
At the heart of SEGA is our publishing team based in London, where we help the studios bring their creative vision to life. Our team spans Tech, Sales, Marketing, Finance, QA and more. Together, we drive the continued success and evolution of our Western business through living our company values of being product focused, embracing true partnerships and always having fun, striving to come together as One SEGA.
Role Summary
As part of SEGA’s Transmedia West Europe Consumer Products division, the primary scope of this position is to lead the brand licensing strategy of the Creative Assembly studio triple‑A video games globally. Working alongside the SEGA’s Head of Brand Licensing EMEA and the Creative Assembly Studio Executives, this position will play a pivotal role in developing the consumer products business for the award‑winning studio franchise Total War, including titles such as Total War: Warhammer 40K, Total War: Medieval III and many more. This is a newly created position.
Key Responsibilities
- Drive the Total War franchise brand licensing strategy to deliver the annual and long‑term revenues business plan.
- Identify, pitch, and secure new licensing opportunities across multiple categories, including apparel, collectibles, home goods, publishing, toys, and other relevant consumer product categories.
- Oversee the day‑to‑day relationships with all licensees, ensuring high product quality, brand consistency, and performance standards are met.
- Lead business terms negotiations for new and renewed licensing deals, working closely with Legal, Accounting and Finance stakeholders.
- Manage timeliness and accuracy of licensee forecasts and provide quarterly status updates for internal stakeholders as requested.
- Plan and execute physical and e‑commerce retail strategies.
- Support brand marketing and partnership initiatives of the wider Creative Assembly portfolio, including projects led by the Survival Team, and collaborate with IP partners such as Games Workshop on Total War: Warhammer brand and marketing initiatives.
- Work closely with cross‑functional teams including Games Publishing, Creative, Product Development to optimise go‑to‑market plans, and maintain regular communication with Creative Assembly Creative and Brand teams to ensure alignment on brand strategy and product approvals.
- Monitor industry trends, competitor activity, and consumer insights to identify new opportunities and potential risks; represent SEGA and Creative Assembly at relevant trade and consumer events.
- Serve as a bridge between Creative Assembly Studios and SEGA Transmedia West’s licensing execution team; travel regularly to Creative Assembly studios in Horsham and host regular strategy/business update meetings.
Essential Knowledge, Skills, and Experience
- Significant experience in licensing, partnerships, or business development, ideally within entertainment, gaming, or consumer goods.
- Proven track record of building licensing programs in Europe and/or globally.
- Diverse network of licensees across multiple categories.
- Understanding of retail distribution channels and e‑commerce dynamics.
- Deep understanding of contract negotiation and revenue management.
- Strong negotiation skills with a thorough understanding of contract terms.
- Exceptional relationship‑building and assertive interpersonal skills.
- Highly organised, detail‑oriented, and capable of managing multiple projects.
- Ability to travel as needed for stakeholder/partner meetings, trade shows, and fan events.
- Regular trips to Creative Assembly Studios in Horsham.
- Passion for strategy games, video games, pop culture, and entertainment is highly preferred.
Desirable
- Experience of fan events/convention merchandise and e‑commerce/D2C.
- Significant experience playing highly immersive strategy games, within the Total War franchise a plus.
Working the SEGA Way
- Enjoy lunchtime gaming sessions in our games lounge and Club SEGA, regular gaming tournaments and free SEGA games on Steam.
- Take advantage of fresh fruit and cereal every single day.
- Benefit from discounted gym membership, ride‑to‑work scheme, workout area and bootcamps in the business park, weekly yoga classes and in‑house massage therapy.
- Access a comprehensive benefits package, including life assurance, income protection, private healthcare and dental insurance schemes, and an enhanced contributory pension scheme. Competitive salaries and a fantastic bonus scheme are offered.
- Attend regular lunch & learn sessions, company updates at venues in Central London and Christmas parties.
- Flexibility with working hours to ensure a work‑life balance.
- Commitment to diversity and inclusion; all applicants are welcome.
All applicants are welcome!
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