Lewis Herbert

Drove the development and execution of global marketing strategy for Mafia: The Old Country, partnering closely with cross-functional publishing, development, analytics, and agency teams to ensure market readiness, maximize player engagement, and meet business KPIs across announce, wishlist and pre-order live phases. Led initiatives spanning brand positioning, creative production, player communication, and performance tracking to support awareness, acquisition, and retention goals.

In my role at SEGA Europe Ltd, I led the creation, execution, and success of global marketing and media activities for all content from SEGA’s Creative Assembly studio, primarily focusing on the Total War franchise. I was responsible for driving marketing across paid media, owned channels, influencer outreach, CRM, and digital and physical storefront channels to achieve sales and revenue forecasts. I innovated the marketing and go-to-market strategy for Total War, driving five titles above 1 million sales and $50 million in revenue, achieving forecasts in record time. I owned the positioning of Creative Assembly and SEGA titles across major events like Gamescom, E3, PAX, EGX, and TwitchCon, overseeing space, branding, content, influencer outreach, and on-site management. I collaborated with regional distribution teams to develop and launch physical SKUs of the Total War Limited Edition and Collector Editions, exceeding KPIs. I optimised marketing, PR, and partnership activities, driving increased media performance and reducing ad fatigue for better exposure. I partnered with studio brand stakeholders to develop brand objectives for the Total War franchise and utilised audience segment data to improve the global marketing plan. I oversaw the creation and delivery of marketing assets, maximising the impact of media activity. Constantly evaluating data analytics and audience insights, I drove increased ad performance and ROI/ROAS for marketing budgets ranging from $3 million to $8 million. I also functioned as the contact point for all Creative Assembly titles for external partners and the wider SEGA business, working with PR to generate title-specific tactics.

At SEGA Europe Ltd, I managed the performance of SEGA PC Digital Releases and Premium Downloadable Content (PDLC) across digital platforms like Steam. I developed and executed channel marketing strategies for titles such as Company of Heroes 2, Sonic: All Star Racing Transformed, Valkyria Chronicles and Typing of the Dead. I created and executed high-impact campaigns, optimising release schedules and creating a marketing-promotional calendar that exceeded KPIs. I acted as the gatekeeper for title information, assets, schedules, and digital marketing plans, safeguarding asset supply to digital partners and securing exclusivity. Partnering with the business planning team and finance, I helped build forecasts for each title, defining metrics to scope marketing plans and focusing on promotional investments. I also created release marketing strategies and long-term marketing plans for digital-exclusive releases, including innovating digital release events to drive engagement and further awareness for tentpole promotions. I engaged with player bases to generate partnered content and manage key relationships throughout the promotional plan.

In my role as a UK/Export Product Marketing Manager at 505 Games, I led the strategic marketing efforts for core titles, collaborating with various teams to ensure successful product launches and promotional campaigns. By gathering market insights and advocating for product brands, I was able to drive impactful go-to-market strategies and boost promotional campaigns.

I grew through roles as an Assistant Product Manager, Marketing Data Analyst, and Launch Support Coordinator. I partnered with EU Marketing and PR teams to dive into local market drivers and create bespoke product marketing campaigns, accelerating global brand plans for top titles. I collaborated with development teams of upcoming titles to evaluate the latest code playthroughs, support asset creation, and develop collateral for long-term franchises. I was heavily involved in digital content launches, advising on timing, pricing, plans and analysis.