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Licensing Manager
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. Here we have a hardworking bunch of people spanning 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 so that we can strive 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 as well as 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
Overall: Drive the Total War franchise brand licensing strategy to deliver the annual and long-term revenues business plan Business Development: Identify, pitch, and secure new licensing opportunities across multiple categories. Including apparel, collectibles, home goods, publishing, toys, and other relevant consumer product categories Account Management: Oversee the day-to-day relationships with all licensees, ensuring high product quality, brand consistency, and performance standards are met Negotiations: Lead business terms negotiations for new and renewed licensing deals, working closely with Legal, Accounting and Finance stakeholders Reporting & Forecasting: Manage timeliness and accuracy of licensee forecasts. Provide quarterly status updates for internal stakeholders as requested Retail: plan and execute the physical and e-commerce retail strategies Brand Marketing collaboration: Support brand marketing & partnerships initiatives of the wider Creative Assembly portfolio as needed, including projects led by the Survival Team. Collaborate with IP partners such as Games Workshop on Total War: Warhammer brand & marketing initiatives Cross-functional Collaboration: Work closely with cross-functional teams including Games Publishing, Creative, Product Development to optimize go-to-market plans, as well as maintaining regular communication with Creative Assembly Creative and Brand teams to ensure alignment on brand strategy and product approvals Market Analysis & Insights: Regularly monitor strategy gaming industry trends, competitor activity, and consumer insights to identify new opportunities and potential risks. Attend and represent SEGA & Creative Assembly at relevant trade & consumer events Key Point of Contact - Serve as a bridge between Creative Assembly Studios and SEGA Transmedia West’s licensing execution team. Travel regularly to Creative Assembly studios in Horsham & host regular strategy/business update meetings with Creative Assembly studio
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Essential
Knowledge, Skill 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 ecommerce 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 organized, detail-oriented, and capable of managing multiple projects Ability to travel as needed for stakeholder/partner meetings, trade shows, and fan events Regular trip to Creative Assembly Studios in Horsham Passion for strategy games, video games, pop culture, and entertainment is highly preferred
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Desirable
Experience of fan events/convention merchandise and ecommerce/D2C Significant experience playing highly immersive strategy games, within the Total War franchise a plus
WORKING THE SEGA WAY
We believe that making the best games relies on having the best people, so we make sure that we look after ours…
For our gaming buffs, you can get involved in our lunchtime get gaming sessions in our games lounge and Club SEGA, regular gaming tournaments and free SEGA games on Steam. If you're more of a foodie, you can take advantage of fresh fruit and cereal every single day. Fitness fanatics will love our discounted gym membership, ride to work scheme, workout area and bootcamps in the business park. You can find your zen with weekly yoga classes as well as in-house massage therapy. You'll have access to a comprehensive benefits package that includes life assurance, income protection, private healthcare & dental insurance schemes and an enhanced contributory pension scheme. We offer competitive salaries and a fantastic bonus scheme so that you can stay motivated and focused on making SEGA the best it can be. We hold regular lunch & learn sessions, company updates at incredible venues in Central London and Christmas parties that you’ll want to brag to your mates about! What’s not to love? We pride ourselves on having flexible working hours to ensure that you have a life outside of the office. We want people of all backgrounds to see themselves represented and included in our work, so we actively seek to diversify our team and bring more voices to the table. All applicants are welcome!
And that’s just the tip of the iceberg. Check out our Careers Website to find out why we are a workplace you’ll never want to leave!
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