Senior Licensing Product Lead – Entertainment IP

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.

As Senior Product Development Manager you will be responsible for the day-to-day management of product development across a variety of categories including LBE, F&B, H&B, hardlines; toys, plush, figurines, gift and novelty, softlines; apparel, accessories, footwear, homeware and back to school. Reporting to the Head of Brand Licensing, you will be a part of our highly talented European Licensing team, working on some of the biggest brands in all of Gaming and Entertainment, including Sonic the Hedgehog and many more! Your responsibility will extend to the end-to-end management of product approvals for direct and agent managed licensing programmes across Europe including some of our high-value global partners.

You bring extensive experience in managing consumer product development within entertainment, gaming, or character licensing, with strong expertise in building and protecting global IP. You have a proven track record of guiding the product development process for a high volume of partners, balancing creative excellence with commercial needs. Skilled in design and brand management, you provide clear and actionable feedback, oversee the creation of mock-up designs, and drive the delivery of innovative, high-quality products to market. Beyond execution, you act as a strategic brand guardian, ensuring products not only meet approval standards but also elevate the brand at retail.

Responsibilities Include:

• Build and mentor a high-performing product development team, ensuring licensee submissions are efficiently managed to drive business growth.
• Lead the development of retailer and licensee-specific style guides and creative assets that reflect current trends, strengthen brand presence, and support the business.
• Act as a Brand Guardian, ensuring all products and marketing materials adhere to SEGA brand guidelines and use only approved art assets.
• Provide leadership across the product development process, ensuring all licensed products represent SEGA IP to the highest standard at retail.
• Oversee and support the design process, providing timely and accurate feedback to partners and agencies, including the creation and review of mock-up designs where required.
• Manage collaborations with high-end brands, driving creative direction and product execution to elevate the SEGA brand globally.
• Hold onboarding sessions for new licensees to immerse them in the SEGA brand, product approvals process, and creative standards.
• Collaborate closely with Senior Account Managers, attending meetings and presenting the brand to key stakeholders where necessary.
• Partner with internal departments including Creative Services, Brand/Game Marketing, and International Licensing teams to ensure cross-functional alignment and execution.
• Build strong working relationships with licensing counterparts in SEGA’s Burbank (California) and Tokyo (Japan) offices to drive global consistency.
• Work with licensees on the development and approval of marketing materials to ensure brand consistency across all touchpoints.
• Manage SEGA’s trade show presence at key industry events such as Brand Licensing Europe, overseeing the end-to-end design and development process from initial pitch through to final execution, including graphic approvals.
• Maintain detailed and accurate records of each product’s development journey, from concept through to final approval.
• Manage preproduction and production samples within the archive and coordinate the distribution of samples to internal teams, handling internal product requests efficiently.
• Represent SEGA at on-site and off-site business meetings and trade shows with licensees; international travel may be required.

Key Attributes:

• Strong leadership and communication skills with the ability to influence and inspire both internal teams and external partners.
• Creative vision combined with commercial acumen to balance brand integrity with retail success.
• Excellent organisational skills with the ability to manage multiple projects, stakeholders, and deadlines simultaneously.
• Extensive experience in licensed products or brand management with an expert understanding of character licensing.
• Comprehensive understanding of the product development cycle from concept to production.
• Capable of building effective relationships with internal stakeholders and external partners.
• Excellent skills with Adobe Creative Suite including Photoshop, Illustrator, and InDesign to support the product development process, creating product mock-ups, brand presentations etc.
• Proficient in Microsoft Word, Outlook, Excel, and PowerPoint.
• Knowledge of product timelines, and printing techniques across multiple categories.
• Passion and knowledge of the video games and entertainment industries.

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!