Head of Brand & IP (m/f/d)

At G2, we’ve assembled top talents with the best competitive players from around the world to form a truly global esports club and entertainment brand. We are ambitious risk-takers, seeking to innovate the sports and entertainment industries, remaining playful and forthright while upholding our core values.

With one of the largest esports fan bases at our side, our mission is to spark emotion and foster conversation through powerful stories of competition and beyond. If you take pride in always striving for the best and crave the opportunity to create, innovate, and entertain the world, then you’ll feel right at home at G2.

Are you passionate about shaping iconic brands, building ownable IPs, and translating culture into powerful creative output? Do you combine strategic brand thinking with a strong creative instinct and a deep understanding of storytelling, design, and production? As Head of Brand & IP, you’ll own how G2 looks, sounds, and feels across the world by defining our creative direction, building scalable IPs, and ensuring brand consistency across every touchpoint. If that sounds like the perfect challenge, you should definitely read on.

G2 is looking for a Head of Brand & IP (m/f/d) to join our team. This is a full-time position based in Berlin or remote (EU) and will directly report to our Marketing Director.

Responsibilities:

• Lead and develop G2’s global Brand & IP pillar by bringing together Creative Direction, IP & Formats, Production & Post-Production, Design, and PR/Comms into one collective brand engine

• Lead, inspire, and grow a multidisciplinary team of creatives, producers, designers, and communication experts

• Own and evolve G2’s global brand strategy, positioning, and visual & verbal identity across all teams, channels and markets 

• Translate vision into formats, narratives and IP systems that elevate G2’s impact across gaming, (e)sports and entertainment

• Build, manage, and scale G2’s IP & formats portfolio, from original content formats to long-term brand franchises and storytelling universes

• Orchestrate a role shift from content production to IP creation, ensuring that what G2 creates is distinctive, consistent, scalable and commercially viable

• Oversee end-to-end content production, including production, and post-production, ensuring efficient workflows, creative excellence, and scalability

• Lead the design function, owning visual systems, brand assets, and design standards across digital, physical, and experiential touchpoints

• Own G2’s PR & Communications strategy, shaping narratives, managing media relations, and protecting and strengthening G2’s brand reputation globally

• Partner closely with our Media, Marketing, Commercial, and Esport teams to ensure brand thinking is embedded across all initiatives

• Set clear creative standards, processes, and KPIs to balance creative ambition with operational excellence

• Stay ahead of cultural, creative, and entertainment trends within esports, gaming, sports, and pop culture to keep G2 distinctive and future-proof
  
  

Requirements:

• 6+ years of experience in brand, creative, content, or marketing leadership roles, with proven experience managing creative and production-driven teams

• Strong expertise in brand strategy, creative direction, storytelling, and content production, ideally within entertainment, sports, gaming, or lifestyle brands

• Proven track record in building and scaling ownable IPs, formats, or brand franchises is a plus

• Deep understanding of visual culture, design systems, and creative workflows across digital, social, and experiential environments

• Strong instinct for cultural relevance and emotional storytelling, paired with strategic brand thinking

• Experience working with PR, communications, and media narratives to shape and protect brand reputation

• Ability to think long-term while operating at speed

• Excellent leadership, communication, and stakeholder management skills

• Comfortable operating in a fast-paced, international, and highly visible brand can environment

• Native or fluent English mandatory; additional languages are a plus

• Sports, esports, gaming, or entertainment industry experience is highly desirable, but not mandatory

Our Values and philosophy

At G2, we strive to create a workplace where everyone feels welcome, valued, and empowered to be themselves. We value and celebrate diversity across all backgrounds, identities, cultures, ethnicities, religions, abilities, and experiences & we believe that different perspectives make us stronger as a team.

At the same time, we believe that everyone does their best work when they’re trusted to take ownership and contribute to something bigger together. This mindset is reflected in the values that shape how we show up, collaborate, and grow as one team at G2.

Fight Together: We tackle challenges as a team, never leaving anyone behind. We lift each other up and celebrate our wins together, because we compete as a team and don’t fight alone.

Defy Limits: We can’t be contained by the status quo. We push past boundaries and chase ambition. Every challenge is an opportunity to find an impossible solution.

We don’t save lives: Our work is important, but we keep it in perspective. We stay grounded, have fun and bring out the best in each other.

No bullshit: We’re passionate, honest and real, with each other and with ourselves. We’re not afraid to speak our minds, as long it remains respectful.

Failures are learnings: Each time we have a setback we learn and grow together. We are Samurai not because we win but because we always get back up.

Have what it takes to join the #G2Army ? 

Click on the ‘Online Application’ button below and show us that you are the right person for this position. We are looking forward to learning about you and what you can bring to G2!