Director, Paid Media - Video Games

At Hasbro our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Were looking for adventurous and curious people who want to explore experiment and innovate to come up with the best ideas. Our culture has inspired our diverse team of highly skilled highly creative and highly committed individuals for 100 years and we believe the best is yet to come.

The Director Paid Media Video Games is a strategic leadership role within the Global Media team focused on advancing the success of our digital and console gaming portfolio. This leader will architect and oversee cutting-edge paid media strategies that drive player acquisition retention and lifetime value while amplifying brand awareness and engagement across full-funnel media initiatives.

This individual will report to the VP of Global Media and will work in close partnership with cross-functional stakeholders across marketing product UA (User Acquisition) analytics creative regional marketing and agency partners. They will serve as the primary driver of best-in-class media activations for to-be-launched AAA titles with a sharp eye on gaming culture player behavior and emerging adtech. Deep fluency in player-centric marketing media targeting and performance metrics in the gaming landscape is essential.

Success will be measured by their ability to translate strategic gaming objectives into innovative data-driven paid media campaigns that engage players deliver ROI and contribute meaningfully to franchise growth.

What Youll Do:

Strategic Media Planning & Execution:

• Develop go-to-market paid media strategies for global game launches.
• Design full-funnel media plans tailored to gaming audiences including top-of-funnel hype-building mid-funnel engagement and lower-funnel UA and monetization strategies.
• Lead the media agency relationship with a gaming-savvy approach overseeing campaign architecture platform allocation KPIs and tactical optimizations.
• Champion channel innovation across Twitch YouTube Discord Reddit TikTok programmatic DSPs and console-native ad platforms adapting creative formats and messaging to player behavior.

Player-Centric Collaboration:

• Serve as the lead media strategist across internal studios publishing teams and regional marketing leads to ensure campaigns reflect genre dynamics lifecycle stage and community sentiment.
• Align with UA CRM and live ops teams to bridge brand and performance efforts crafting integrated journeys from awareness to conversion to long-term retention.
• Collaborate with the creative team to develop compelling native-first content that resonates with gamer audiences across diverse platforms.

Performance Optimization & Innovation:

• Define and track KPIs across awareness installs engagement ARPU and retention in partnership with analytics.
• Champion a test-and-learn culture piloting new bidding strategies audience segmentation ad formats and emerging inventory.
• Monitor campaign pacing and real-time performance providing actionable insights to optimize investment efficiency and player impact.

Budget Oversight & Partner Engagement:

• Manage and forecast multi-million-dollar paid media budgets across regions and platforms with fiscal discipline.
• Maintain strong relationships with key gaming and tech platforms (Meta Google TikTok Twitch X Reddit etc.) to stay ahead of beta opportunities algorithm changes and best practices.

Industry Leadership:

• Stay plugged into the evolving gaming ecosystem including esports influencer ecosystems streaming behaviors and adtech innovations.
• Act as an internal thought leader and advisor on media strategies tailored to hardcore gamers casual players and genre-specific communities.

What Youll Bring:

• Bachelors degree in Marketing Media or a related field; MBA or equivalent a plus.
• 10 years of paid media or UA experience ideally with AAA game publishers entertainment brands with gaming-focused campaigns or gaming-centric agency experience.
• Demonstrated success building full-funnel media programs that drive player acquisition engagement and monetization.
• Deep understanding of digital platforms used by gamers and streamers including advanced targeting bidding and creative best practices.
• Proven experience leading large-scale campaigns across multiple territories and release cycles.
• Strong analytical mindset with the ability to distill performance data into impactful strategies.
• Inspirational leadership and agency management experience fostering high-performance collaboration across internal and external teams.
• Passion for gaming and a deep empathy for player communities culture and expectations.
• Willingness to travel to the different studio locations in North America when required.

Hybrid role located in Renton WA or Pawtucket RI

We are an Equal Opportunity / Affirmative Action Employer

Hasbro is committed to equality of opportunity in all aspects of employment. We are committed to making all employment decisions without regard to race color religion sex sexual orientation gender identity or expression national origin age marital status or any other legally protected status.

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process to perform essential job functions and to receive other benefits and privileges of employment. If you have a disability and require assistance in this application process and need to request an accommodation please contact your recruiter or coordinator.

The base salary range for this position is $151920.00 to $227800.00. The hiring range will vary based on factors such as experience skills location and market conditions. Additionally employees may be eligible for annual and long-term incentives as part of their overall compensation package.

Our Comprehensive Benefits Package Includes:

• Health & Wellness: Medical Dental and Vision Insurance
• Time Off to Recharge: Paid Vacation & Holidays
• Financial Well-being: Generous 401(k) Match
• Life & Family Support: Paid Parental Leave
• Giving Back: Volunteer & Employee Giving Programs
• Level Up Your Skills: Tuition Reimbursement
• Exclusive Perks: Product Discounts & More!