Marketing Director - RuneScape

Office location: Cambridgeshire, UK – This position offers flexible working options, including predominantly remote work. However, applicants should be based (or be willing to relocate) within a comfortable commuting distance of our office to attend onsite as required.

Are you a marketing leader who knows how to grow and sustain a subscriber & player base for a live game with a passionate, long-standing community?

As Marketing Director for RuneScape, you'll be accountable for the game's marketing strategy and the growth of its player base. You'll sit on the game leadership team alongside the Creative Director, Product Director and Development Director, helping steer the direction of the game. With direct ownership of the marketing strategy and product marketing budget, you'll translate commercial goals into marketing plans that deliver against them.

You'll act as the link between the game and central Marketing: understanding the game leadership team's goals and ambitions, connecting them to the company-wide marketing strategy, and making sure marketing activity works in harmony with the direction of the game. You'll lead an embedded marketing team and, through dotted-line relationships and collaboration, direct central specialist functions so that all marketing for the game works towards a single growth strategy.

You'll translate the game's commercial goals (revenue, membership and daily active users) into marketing plans, and report on marketing performance against those goals to senior leadership.

What you'll be doing:

• Own and deliver the marketing strategy for the game, aligned to the company-wide marketing strategy set by the Senior Director of Product Marketing, with direct accountability for player acquisition, re-engagement and membership inflow performance and its contribution to subscriber growth.
• Serve as a member of the game leadership team, contributing to the overall direction and commercial performance of the game.
• Shape the game's goals and ambitions with the leadership team and connect them to the company-wide marketing strategy, ensuring marketing plans support both.
• Own the game's marketing budget: plan and allocate spend against priorities and evaluate return on investment using defined performance measures.
• Plan and direct marketing campaigns across the game's calendar, including content launches, live events, standalone campaigns and always-on acquisition activity.
• Line manage the Product Marketing Managers and Social Media Managers, setting objectives and priorities, managing performance and supporting their professional development.
• Collaborate with central marketing functions, including Brand and Marketing Communications, Events and PR, Merchandise, and Performance Marketing, ensuring their activity aligns with the game's marketing strategy.
• Identify where specialist expertise is needed and bring in the right subject matter experts from central Marketing to plan and deliver the game's activity.
• Translate commercial and audience goals into marketing plans with defined objectives, budgets and success measures.
• Monitor, analyse and report marketing performance to senior leadership, including membership, Daily Active Users and revenue contribution.
• Develop and test new marketing approaches, evaluating results and scaling those that demonstrate measurable return.
• Build a deep understanding of the game's community, monitoring sentiment, creator activity and player culture, and using it to inform strategy, campaign planning and messaging.

What we're looking for:

• Significant marketing leadership experience in the games industry or an adjacent subscription or live-service entertainment business.
• A demonstrable track record of growing a subscriber, membership or user base through acquisition and re-engagement marketing, with measurable commercial results.
• Experience owning and allocating a marketing budget of comparable scale, with evidence of return against business objectives.
• Working knowledge of current marketing channels and platforms, including creator partnerships, short-form and owned social, performance marketing and lifecycle marketing.
• Commercial and analytical capability, able to plan and evaluate activity using measures such as cost per acquisition, lifetime value, conversion rate and return on ad spend.
• Experience setting marketing strategy and managing its execution through to performance reporting for senior stakeholders.
• Experience line managing and developing marketing specialists, such as product marketing and social media managers.
• Experience leading through influence across central or matrixed functions, such as CRM, Paid Media, Brand and PR.
• A strong understanding of the role of community in a live game, including how sentiment, creators and player culture shape marketing, with evidence of using community insight to inform decisions.
• Strong written and verbal communication skills, with the ability to present strategy and results clearly to senior stakeholders.
• A knowledgeable understanding of MMORPGs and their communities.

What we offer:

When you join Jagex you can look forward to a generous Perks & Benefits package including:

• Private Healthcare, including Dental Plan.
• Minimum 6% Pension contributions.
• Employee Assistance Programme & onsite Counselling.
• Life Insurance.
• Discretionary annual performance bonus.
• Enhanced family leave policies from day 1.
• Flexible working hours.
• 25 days annual leave + Bank holidays & the option to buy/sell holidays + so much more!

**
Inclusion & Accessibility** Statement

We are committed to providing equal opportunities and creating an environment where everyone can thrive. We welcome applications from all backgrounds, and we recruit, develop, and promote based on merit and ability.

If you require any reasonable adjustments to support you during the recruitment process, please let us know when you’re invited to interview.

About Jagex:

We are Jagex: The RuneScape Company- home to one of gaming’s most enduring success stories. We create deep, community-powered games with worlds that evolve, inspire, and endure. Our flagship MMORPG franchise, RuneScape has welcomed over 300 million player accounts, inspiring generations of players across PC and mobile for 25 years.

As we begin our 26th year, we are accelerating our strategy to expand RuneScape into a broader ecosystem of forever games and connected experiences, grounded in a renewed commitment to integrity and fair play. This includes the reduction of monetisation mechanics, as well as the launch of RuneScape: DragonWilds into Steam Early Access in 2025 representing a major step in building a multi-genre future for the RuneScape universe. We remain focused on building enduring worlds, empowering player-led innovation, and laying the foundations for the boldest era in RuneScape’s history. For more information, visit www.jagex.com.

Headquartered in Cambridge, United Kingdom, We are home to passionate creators, storytellers, engineers, and even a few dreamers, all united by a single mission- to shape the future of online worlds and empower players to make them their own. We’re looking for people to join us who share our ambitions & values - We foster an inclusive workplace built on trust, autonomy, and a shared passion for creating experiences which inspire our communities. Our values guide everything we do: We Embrace Fellowship by collaborating and sharing openly. We Hone our Craft by always learning and improving; We Honour our Vows by being honest and transparent; We are our Customers’ Heroes by striving to understand our team & player needs, and We Seize The Day by making the most of every opportunity.

Join us. The next era of RuneScape - and the next chapter of Jagex: The RuneScape Company - starts now.

- Own and deliver the game's marketing strategy, aligned with company-wide goals. - Serve as a member of the game leadership team, contributing to overall direction and commercial performance. - Own and manage the game's marketing budget, allocating spend and evaluating ROI. - Plan and direct marketing campaigns across content launches, live events, and acquisition activities. - Line manage Product Marketing Managers and Social Media Managers, setting objectives and supporting development. - Collaborate with central marketing functions (Brand, Communications, Events, PR, Merchandise, Performance Marketing). - Monitor, analyse, and report marketing performance (membership, DAU, revenue) to senior leadership. - Develop and test new marketing approaches. - Build a deep understanding of the game's community and player culture to inform strategy. - Significant marketing leadership experience in games or adjacent subscription/live-service businesses. - Demonstrable track record of growing subscriber/user bases through acquisition and re-engagement. - Experience owning and allocating marketing budgets of comparable scale. - Working knowledge of current marketing channels and platforms (creator partnerships, social, performance, lifecycle). - Commercial and analytical capability (CPA, LTV, conversion rate, ROAS). - Experience setting marketing strategy and managing its execution to performance reporting. - Experience line managing and developing marketing specialists. - Experience leading through influence across matrixed functions. - Strong understanding of community's role in live games and using community insight. - Strong written and verbal communication skills. - Knowledgeable understanding of MMORPGs and their communities.