Director, Product Marketing

#EnterTheGame

Activate: What We Do 

Activate is one of the fastest-growing location-based entertainment brands in North America — and we're going global. Our venues put players inside the game: live-action challenges where reflexes, wits, and teamwork win. This role sits inside AGI, Activate's HQ brand and product team.

Activate is experiencing significant expansion and are looking to grow our team with the addition of a Director, Product Marketing.  This is a full-time, permanent position.  We are looking for this role to join our team at our Winnipeg corporate office, but remote out-of-province candidates may also be considered.

Visit playactivate.com to see Activate in action.  Follow @activategames on TikTok, Instagram, and Facebook to stay locked in.

Position Overview 

The Role

We're hiring the senior leader who owns the commercial plan that turns Activate into a brand the world wants to play.

You own product marketing for Activate global. You work hand-in-hand with the Technology team — they design the product; you bring the customer insight that decides what's worth building, and you own the plan that takes it to market. New product launches, partnerships, promotions, loyalty — all rooted in insight, all tied to a commercial number.

You also work closely with Activate's Global Partnerships and Corporate Stores teams.  You build the commercial plan those partners run on, enabling revenue growth across the globe.

You bring relationships. You've worked in entertainment — negotiated global and local partnership deals, sat across the table from major brands, IPs, and platforms. And you know how to build inside — with Technology, Global Partnerships, and Activate's stores teams — so the plan actually lands. You lead the Product Marketing team, including the Loyalty Marketing Lead, Games Marketing Lead & Customer Engagement Specialist. You report to the Chief Marketing Officer and work alongside the Creative Director, Director of Growth, and Director of Comms, PR & Influencer as peers.

INSIGHT IN. PLAN OUT. EVERY MARKET. EVERY PARTNER.

The Duties and Responsibilities:

The Commercial Plan

• Own the annual and quarterly commercial plan for Activate global
• Set the launch calendar: new products, games, experiences, partnerships, promotions
• Set loyalty strategy and how it ties to the commercial plan — your Loyalty Marketing Lead designs and runs the programs
• Build the brief Activate Games International, Activate Stores and JV markets all execute against

Shaping the Product, with Technology

• Partner with Technology end-to-end — customer insight in, launch plan out
• Bring the insight that decides what's worth building, not just how to market it
• Own the customer launch plan for every product, game, and experience Technology ships
• Keep the insight-to-product-to-market loop tight, fast, and shared

Driving Global Markets

• Partner with Global Partnerships and Corporate Store teams
• Build the commercial plan all store partners run on, with creative briefs that deliver on partner requirement
• Drive insights, launches, and collaborative reviews with the partners to make things better the next time
• Share best practice across markets — what wins in one ships to all

Entertainment Partnerships

• Lead entertainment partnership strategy — IPs, brands, platforms, talent
• Negotiate global and local partnership contracts
• Make every partnership earn its place in the plan

The Team

• Lead and develop the Product Marketing team
• Build AI into how the team works — ship more, not less

The Qualifications:

• 10+ years in product marketing, brand marketing, or commercial roles at consumer brands — entertainment, retail, hospitality, gaming
• Built and led a product marketing or commercial planning team
• Worked alongside product and technology teams end-to-end — insight in to launch out
• Operated through partner-led, franchised, or JV models — built plans other operators execute, in markets you don't run yourself
• Negotiated and shipped global and local partnership deals — IPs, brands, platforms
• Used customer insight to drive commercial decisions
• Used AI to actually change what a team can ship

The Perks:

• Competitive Salary
• Benefits package 
• Paid time off
• Casual dress
• Employee discount
• On-site parking 

Activate is an equal opportunity employer. All qualified applicants will receive consideration for employment. Activate is committed to providing access, equal opportunity and reasonable accommodation for individuals with disabilities in employment, its services, programs and activities. To request reasonable accommodation for a protected characteristic, contact hr@playactivate.com which is an email monitored for this purpose.

We thank all applicants for their interest, however, only those candidates selected for interviews will be contacted.