Brand Manager - Magic: The Gathering EMEA

We take play seriously. We’re looking for curious adventurers ready to find their party, fueled by imagination and drive to build what’s never been built before. At Hasbro and Wizards of the Coast, you’ll collaborate with passionate teams to reimagine our iconic brands and create experiences that spark joy, connection, and community through the magic of play. This is your chance to shape legendary play that lasts a lifetime.

Brand Manager, Magic: The Gathering - EMEA

Reporting to: EMEA Senior Brand Manager

Based in: Stockley Park, Uxbridge, West London with Hybrid working x 3 days Tuesday to Thursday in the office required.

Stockley Park is well connected via train and bus, and with ample parking, but please check your commute before applying.

Travel: up to 5% per year.

ROLE OVERVIEW

Wizards of the Coast, creator of Magic: The Gathering TCG and digital games, and publisher of Dungeons & Dragons, is looking for an EMEA Brand Manager to help shape and land the campaigns that bring every Magic set to life across the region. You will bring experience marketing high-profile, multiplatform games, alongside brand or product marketing built in a customer-focused entertainment or software business.

A Brand Manager for Magic: The Gathering delivers the strategy and execution of regional set-release campaigns across EMEA, owning end-to-end delivery quality, keeping campaigns true to the agreed strategy, and driving brand performance against KPIs and budget. You will work closely with commercial stakeholders, agencies, and functional leads to bring go-to-market plans to life.

Working with functional leads and agencies across EMEA, you will brief, manage, execute, and report on Magic IP campaigns from first idea to final read-out - the brand guardian for Magic: The Gathering in the region.

WHAT THIS ROLE OWNS:

Magic Brand & Go-to-Market Strategy

• Define and lead EMEA campaign-execution priorities aligned with the global brand direction.


• Translate global strategies into regionally relevant marketing plans and activations.


• Own the development of integrated go-to-market campaigns across key markets.


• Ensure consistency of brand messaging while adapting to local audience and cultural nuances.

Campaign Execution & Performance

• Lead end-to-end campaign delivery across multiple channels including digital, retail, events, and creator activity.


• Manage timelines, deliverables, and cross-functional alignment to ensure campaigns land effectively.


• Track and optimise performance against defined KPIs including reach, engagement, and conversion.


• Identify opportunities to improve campaign effectiveness and execution excellence.

Community & Player Engagement

• Embed community thinking into all brand activity, ensuring campaigns resonate with core and new players.


• Support initiatives that strengthen player participation, retention, and long-term engagement.


• Partner with community and play teams to ensure alignment between campaign activity and player experience.


• Contribute to the development of scalable engagement programmes that support ecosystem growth.

Cross-Functional Collaboration

• Partner closely with sales, retail, digital, community, and creative teams to get campaigns into market.


• Align regional execution with global stakeholders and priorities.


• Act as a central point of coordination across multiple workstreams.

Insights & Performance Tracking

• Track campaign KPIs including awareness, engagement, conversion, and player growth.


• Translate performance data into clear insights and recommendations.


• Leverage audience and community insights to inform future campaign planning.


• Identify emerging trends across markets and player segments.

WHAT’S NEEDED TO BE SUCCESSFUL:

You will thrive here if you take real ownership, work well across teams, and enjoy running a campaign end-to-end.

• Degree educated, or equivalent practical experience; business or marketing preferred.


• Experience in physical or digital product marketing, ideally within games, entertainment, or services.


• Genuine enthusiasm for geek and gaming culture; knowing your way around Magic: The Gathering is a real plus.

Ownership & Execution

• Takes accountability for campaigns from planning through to reporting.


• Delivers high-quality work with strong attention to detail.


• Identifies risks early and proactively drives solutions.

Campaign Improvement & Player Impact

• Improves campaigns, processes, and ways of working.


• Brings ideas that strengthen brand impact and player engagement.


• Applies curiosity and a test-and-learn mindset.

Collaboration & Communication

• Builds strong cross-functional relationships.


• Communicates clearly and keeps stakeholders aligned.


• Influences through insight, collaboration, and credibility.

Brand Leadership

• Champions the brand and player experience.


• Contributes to a positive, solution-focused team culture.

#LI-Hybrid #Wizards

Employees may be eligible for annual and long-term incentives as part of their overall compensation package, depending on role, location, and eligibility. Benefits and programs may include:

• Health & Wellness


• Time Off to Recharge


• Financial Well-being


• Life & Family Support


• Volunteer and Community Initiatives


• Learning & Development 


• Exclusive Perks

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