Principal Brand Strategist

Krafton; El Segundo (CA); On-site; USD 131,000 - 180,000; Full time

Job summary

KRAFTON Americas is seeking a Principal Brand Strategist for a 6-month W2 contract based in California. You will steward brand quality, drive paid media campaigns, and align product identity with audience insights across global franchises, including PUBG and Subnautica.

The role demands strategic leadership and cross-functional collaboration. Responsibilities include shaping brand architecture, guiding creative, and presenting to executives while coordinating with global partners.

Qualifications

• 12+ years in brand strategy/marketing, with games industry experience
• Experience directing brand/publishing strategy across multiple markets
• Hands-on experience reviewing/directing campaign creative (paid media)
• Experience managing agency/vendor relationships
• Proven ability to connect product identity to audience and business outcomes
• Experience presenting strategy to executives
• Strong cross-functional collaboration across marketing, creative, community, partnerships
• English business communication skills (written & verbal)
• Willingness to travel internationally as needed

Responsibilities

• Own brand stewardship across paid media campaigns; review/approve copy and creative
• Provide direct, actionable feedback to creative teams, media partners, and agencies
• Manage intake, prioritization, and delivery of brand strategy requests from global partners
• Translate product/market theses into executive pitches with strategy leads
• Define brand and audience positioning at concept stage (identity, tone, differentiation)
• Set and uphold creative quality standards across outputs and presentations
• Advise leadership on brand architecture, strategy and resourcing
• Coordinate brand consistency across regional campaigns and global guidelines
• Contribute to audience and community insight development for the Americas

Skills

Brand strategy

Cross-functional collaboration

Campaign review & direction

Agency/vendor management

Executive presenting

Audience & product alignment

English business communication

Willingness to travel

Job description

THE COMPANY

KRAFTON is dedicated to identifying and publishing games worldwide that offer a uniquely enjoyable experience, crafted by our globally recognized production studios known for their distinctive creativity. We continuously push the boundaries of gaming enjoyment by embracing new challenges and technologies and expanding our platforms and services to captivate an even larger fan base. Best known for the genre-defining worldwide sensation PUBG: Battlegrounds, our stellar studios based across the globe include PUBG Studios, Striking Distance Studios, Unknown Worlds, Bluehole Studio, RisingWings and more. In collaboration with our passionate and driven team, we strive to establish ourselves as a renowned creator of masterpieces in the global gaming market.

THE OPPORTUNITY

KRAFTON Americas operates as the regional publishing arm of a Seoul-headquartered global studio, supporting a portfolio that includes the PUBG and Subnautica franchises. You will join a close-knit, high-accountability publishing team that works across multiple titles simultaneously, partnering closely with a cross-functional team of publishing craft experts. Our GPD counterparts own global strategy; our team's value lies in bringing deep regional expertise, agile execution, and a clear player perspective to the table.

As Principal Brand Strategist, you'll be the team's brand authority across that full surface: stewarding creative quality on live paid media campaigns, servicing brand requests from our GPD partners, and bringing brand and product identity to the strategic pitches the team carries to executive leadership. You'll also lend your brand and publishing skillset across the team's active workstreams, spanning both announced and unannounced titles. The mandate is deliberately broad, spanning upstream brand strategy and downstream creative stewardship, and it requires someone who can hold the quality bar in both.

This is a 6 month W2 contract.

RESPONSIBILITIES

• Own brand stewardship across the team's paid media campaigns, including copy and creative review and approval recommendations
• Provide direct, actionable feedback to creative teams, media partners, and agencies on campaign assets
• Manage intake, prioritization, and delivery of brand strategy and creative requests from global product and development partners
• Translate product and market theses into visually compelling, brand-grounded executive pitches, partnering with strategy leads
• Define brand and audience positioning for proposed products at the concept stage, including identity, tone, and differentiation
• Set and uphold creative quality standards across team outputs, from campaign assets to executive presentations
• Advise team leadership on brand architecture, campaign strategy, and creative resourcing
• Coordinate brand consistency across regional campaign work and global franchise guidelines
• Contribute to audience and community insight development for the Americas markets

QUALIFICATIONS

• 12+ years of experience in brand strategy, brand marketing, or integrated marketing, including significant games industry experience
• Experience directing brand or publishing strategy across multiple markets for a major games portfolio
• Hands-on experience reviewing and directing campaign creative, including paid media, with a track record of holding the quality bar
• Experience managing agency and vendor relationships across creative and media
• Track record of building brand strategy that connects product identity to audience and business outcomes
• Experience presenting brand and campaign strategy to executive stakeholders
• Strong cross-functional collaboration across marketing, creative, community, and partnerships
• English business communication skills, written and verbal
• No impediment to occasional international travel

PREFERRED QUALIFICATIONS

• Experience spanning brand architecture, strategy and creative work
• Experience pitching or building strategic market pitches for executive leaders
• Experience managing multidisciplinary teams covering brand, creative, paid media, communications, and community
• Deep familiarity with the Americas markets, including US and Canada
• Experience with esports, creator, or community-driven marketing programs
• Agency-side experience in account or communication strategy

Reasonable Accommodation

KRAFTON Americas 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 Americas, to begin the interactive process.

EEOC statement

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

In California, the expected salary range for this position is $131,000-$180,000. The listed expected salary range represents a good faith estimate and the actual pay may depend on a variety of job-related factors that can include experience, education, skills, and location.

Don’t meet every single requirement?

Studies have shown that women and people of color are less likely to apply at jobs unless they meet every single qualification. At Krafton we are dedicated to building a diverse, inclusive, and authentic workplace, so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. You might just be the right candidate for this or other roles.