Director of Marketing - Hearthstone | Irvine, CA

Director of Marketing - Hearthstone | Irvine, CA

Blizzard Entertainment is seeking a strategic, player-centric Director of Marketing with a deep passion for and proven experience in collectible card games to lead the global marketing and go-to-market strategy for Hearthstone, Blizzard's iconic live service card game franchise. This role is responsible for driving sustained player engagement, expanding the audience, and ensuring cohesive, high-impact marketing execution across expansions, modes, live events, and franchise initiatives.
As a senior leader within the Hearthstone organization, you will leverage deep expertise and passion for collectible card games to translate product vision into integrated marketing strategies across quarterly expansions, live service beats, regional execution, and community alignment. You will act as a connective leader across product, brand, community, analytics, regional marketing, and user analytics teams, ensuring Hearthstone's content reaches players with clarity, resonance, and momentum.
Hearthstone is a long-running, high-cadence live service with frequent updates, expansions, and feature releases. This role requires strong operational instincts, excellent cross-functional partnership, a deep understanding of how to sustain and grow a global competitive live service over time, and a genuine commitment to the collectible card game genre.
This role offers a flexible hybrid work week from our Irvine, CA studio location, with a mix of remote and on-site days. While hybrid is the standard arrangement, you're also welcome to work on-site full-time if you prefer.
Responsibilities

Strategic Leadership & Marketing Vision
Own and evolve Hearthstone's global marketing vision and long-term roadmap in close partnership with product and franchise leadership
Translate product strategy into clear, executable go to marketing plans that balance player trust, brand health, and business outcomes
Serve as a senior Marketing voice in franchise planning, expansion roadmaps, and major feature or mode launches
Mobile/PC Marketing Execution
Drive mobile-specific, PC, and cross-device marketing strategies including App Store Optimization (ASO), desktop storefront optimization, unified device user acquisition (UA) partnerships, CRM segmentation, push/in-app messaging, and platform featuring initiatives to ensure seamless brand presence and engagement across all platforms.
Lead multi-channel integrated campaigns across lifecycle stages (launches, beats, collaborations, events), leveraging user acquisition, lifecycle, and creative teams to deliver consistent player experiences.
Partner with internal and external stakeholders (e.g., Apple, Google, PC storefronts) to unlock co-marketing opportunities, featured placements, and global promotional initiatives
Operational & Business Leadership
Own marketing performance KPIs (returning players, engagement, and retention) and collaborate with cross-functional teams to iterate on strategy
Champion and continuously evolve a high-cadence live service marketing rhythm aligned to established product releases
Build and manage marketing budgets, ensuring efficient spend across brand, growth, and regional activations
People Management & Influence
Lead a high-performing team, ensuring clarity of roles, coaching for growth, and accountability for results
Influence and align cross-functional stakeholders across regions and departments to deliver integrated execution at scale
Represent Hearthstone marketing to senior leadership, driving alignment and advocacy for product, budget, and resourcing needs
Player & Market Insight
Leverage consumer insights, competitive intelligence, and player feedback to inform marketing strategies and creative positioning
Partner with research, analytics, and live ops to understand player behaviors, motivations, and unmet needs in key markets
Minimum Requirements

12+ years of relevant, integrated product marketing experience, including 4+ years of direct people management experience
Proven experience marketing games-as-a-service, live-service video games
Strong experience with contemporary user acquisition strategies across platforms
Experience working with international marketing teams, driving and enabling strong regional execution
Proven ability to partner closely with game development teams to build and execute effective marketing initiatives
Experience coordinating with Public Relations and Consumer/Digital Marketing partners to deliver integrated, cross-channel campaigns
Strong presentation and communication skills, with the ability to influence, sell, and champion initiatives in a highly matrixed organization
Bonus Points

Passion for and deep understanding of the Hearthstone franchise and collectible card game (CCG) genre
Experience marketing mobile and free-to-play games
Experience with performance and growth marketing in live-service environments