Brand Manager - Live Content and Seasonal Marketing

We are seeking a Brand Manager - Live Content and Seasonal Marketing to lead the marketing strategy and execution of live content, player engagement, retention, and lifecycle initiatives across the MLB The Show.

This role serves as the bridge between annual launch campaigns and year-round player engagement, ensuring that marketing efforts continue to drive participation, retention, excitement, and community engagement throughout the baseball season. The Manager will drive integrated lifecycle strategies across owned, earned, and paid channels, connecting in-game content, real-world baseball moments, and marketing activations cohesively.

The ideal candidate combines strategic thinking, player empathy, campaign execution experience, a passion for live-service gaming, and a deep understanding of baseball culture.

Location: ideally in San Diego or Bay Area, however open to remote candidates within US.

If candidate is fully remote, outside of San Diego or Bay Area, business travel will be expensed, however moments that matter and sync weeks will not be covered by the business.

Responsibilities

Live Content Strategy

• Own the integrated live content marketing calendar across MLB The Show.
• Develop marketing strategies supporting seasonal content, roster updates, content programs, special events, and major baseball moments.
• Partner with development, product, and content teams to align marketing opportunities with the live content roadmap to ensure consistent content cadence that drives sustained engagement across the lifecycle.

Customer Engagement & Lifecycle Marketing

• Develop player engagement strategies across the customer lifecycle.
• Identify opportunities to improve onboarding, retention, reactivation, and long-term engagement.
• Partner with CRM, social, community, and owned-channel teams to execute engagement initiatives.
• Partnership on the product lifecycle and post launch promo strategy and schedule

Paid Media

• Lead paid media strategy for live service initiatives, parntering with media teams to define targeting, messaging, budget allocation, and channel mix.
• Optimize performance across acquisition and reactivation (ROAS, CPA, conversion).
• Ensure paid media is integrated with lifecycle, content, and product beats.

Baseball Culture, Tentpole Event Activation, & Fan Engagement

• Monitor MLB storylines, player performances, major league events, and fan conversations.
• Identify opportunities to connect real-world baseball moments with in-game content and marketing campaigns.
• Own marketing activation for key tentpole events (e.g. All-Star Game, Postseason, major cultural moments).
• Serve as an advocate for the MLB The Show player and baseball fan perspective within marketing planning discussions.

Launch-to-Live Planning

• Lead development of launch-to-live strategies and first 30/60/90-day engagement plans.
• Ensure launch campaigns create momentum that carries into ongoing live-service engagement.

Performance, Experimentation, & Insights

• Partner with analytics teams to evaluate campaign performance and player behavior.
• Develop recommendations based on engagement data and campaign results.
• Lead campaign post-mortems and learning reviews.

Required Qualifications

• 5+ years of experience in gaming, sports marketing, brand marketing, product marketing, lifecycle marketing, or related disciplines.
• Demonstrated knowledge of MLB The Show and its game modes, content structure, and player community.
• Strong passion for baseball and familiarity with Major League Baseball players, teams, storylines, and season structure.
• Experience supporting live-service video games, ongoing content programs, and customer engagement initiatives.
• Strong analytical mindset and comfort working with data.
• Excellent communication and stakeholder management skills.

Preferred Qualifications

• Experience with player retention, CRM, or lifecycle marketing programs.
• Experience working with sports, entertainment, or gaming communities.
• Experience partnering with analytics and community teams to inform marketing decisions.

Success Metrics

• Quality and effectiveness of live content marketing programs
• Retention and reactivation performance (Active Users, return rate, engagement trends)
• Player engagement across live content beats
• Integration of real-world baseball moments into marketing initiatives
• Effectiveness of tentpole event activations
• Post-launch engagement health
• Stakeholder satisfaction and cross-functional alignment