Franchise Design Director

📍 Job Overview

Job Title: Franchise Design Director

Company: SEGA (Creative Assembly)

Location: Horsham, United Kingdom

Job Type: Full time

Category: Game Design Leadership / Franchise Strategy

Date Posted: 2026-08-18

Experience Level: 10+ years

Remote Status: Hybrid

🚀 Role Summary

• Lead and evolve the Total War design discipline, focusing on strategy, craft, and methodology to deliver exceptional player value.

• Manage and develop a high-performing design team, fostering a culture of continuous improvement and expert-level craft.

• Define and champion the franchise design vision, ensuring alignment with overall business objectives and player expectations.

• Bridge communication between franchise leadership and project teams, providing strategic guidance and support to Project Creative Directors.

• Drive data-informed creativity and player-centric design decisions across the Total War franchise.

📝 Enhancement Note: This role is a senior leadership position within SEGA's Creative Assembly studio, specifically focused on the renowned "Total War" franchise. The emphasis is on strategic oversight, people management, and the elevation of design craft, rather than hands-on day-to-day game design. The "Franchise Design Director" title signifies a broad responsibility for the design ethos and execution across multiple game projects within a single IP.

📈 Primary Responsibilities

• Design Discipline Management:

  • Structure and manage the design discipline, encompassing hiring, onboarding, 1:1s, career development, performance management, and clear communication channels.
  • Develop and implement a formal design capability pathway, including a competency framework, career progression models, and comprehensive onboarding programs.
  • Own the design hiring bar by defining role profiles, designing and calibrating interview processes, and enhancing Creative Assembly's reputation for attracting top design talent.
  • Establish and maintain high standards for design craft and methodologies, implementing a continuous improvement process.
  • Collaborate with HR, Resource Managers, Product Team Leads (Producers, Product Owners), and Discipline Team Leads.

• Support and Development of Project Creative Directors:

  • Act as a key communication liaison between the Franchise Leadership Team and project teams.
  • Provide craft leadership and support to Project Creative Directors, ensuring adherence to agreed goals and direction.
  • Coach Creative Directors on design craft and facilitate adaptation to evolving project needs.
  • Offer design craft support and guidance to project-level creative leads.
  • Collaborate with Producers, Creative Directors, Product Owners, sub-discipline leads, Franchise Leadership Team, and Head of Product.

• Franchise Design - Analysis & R&D:

  • Conduct thorough exploration and analysis of the existing and evolving design landscape of the Total War franchise.
  • Create and maintain a clear franchise design vision and philosophy that aligns with the overarching franchise vision.
  • Identify and pursue opportunities for design improvement and innovation within the franchise.
  • Define the core tenets of Total War design and translate them into teachable material for formal discipline training.
  • Collaborate with Product, Brand, and Player Research teams to inform design strategy.

• Strategic Leadership & Culture:

  • Promote company values and culture, ensuring a positive, inclusive, and high-performing working environment.

  • Provide mentoring and coaching to team members.

  • Oversee the overall Design strategy for the Total War franchise.

  • Collaborate with Franchise Leadership Team colleagues on internal and external strategies for the design discipline and broader business.

  • Proactively anticipate and solve problems, build consensus, and drive decisions with senior leadership.

📝 Enhancement Note: The responsibilities are clearly divided into people management, project support, strategic visioning, and general leadership. The emphasis on "player value" as a guiding principle is a critical strategic directive that candidates must understand and champion. The role requires a strong understanding of both the creative and analytical aspects of game design, as well as the ability to translate high-level strategy into actionable plans for design teams.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong academic foundation in a related field (e.g., Game Design, Computer Science, Psychology, History) or equivalent demonstrable experience is expected. Formal design education, teaching, or academic training in design or a related discipline is considered desirable.

Experience:

• Minimum of 10+ years in game development, with a significant portion focused on design.

• Multiple shipped titles, with at least one in a design leadership role (e.g., Lead Designer, Principal Designer, Design Director, or equivalent).

• Proven track record of growing and developing designers, including building and running structured development programs (competency frameworks, career progression, onboarding, mentoring).

• Experience in developing designers who transitioned from other disciplines.

• Demonstrated success in raising a hiring bar, including designing and calibrating interview processes for design roles and attracting senior design talent.

• Experience working on strategy titles, particularly real-time strategy (RTS) or turn-based strategy games, is highly desirable.

• Experience working with IP holders is a plus. Required Skills:

• Design Leadership & Management: Proven ability to lead, mentor, and manage design teams; experience in performance management and career development.

• Franchise Design Strategy: Ability to define and articulate a long-term design vision and philosophy for a major IP.

• Game Design Craft: Deep understanding of game mechanics, systems design, player psychology, and design methodologies.

• Talent Acquisition & Development: Expertise in designing interview processes, identifying top talent, and building robust onboarding and development programs.

• Player Focus: Strong understanding of player motivation, player feedback integration, and data-informed decision-making.

• Communication: Exceptional written and verbal communication skills, with the ability to articulate complex ideas clearly and succinctly to diverse audiences.

• Problem Solving: Proactive and analytical approach to identifying and solving complex design and team-related challenges.

• Collaboration & Consensus Building: Ability to navigate complex organizational structures, build bridges between teams, and drive consensus towards optimal outcomes.

• Analytical Skills: Confident in using data and spreadsheets to interrogate design decisions and inform strategy.

• Industry Knowledge: Broad knowledge of games across platforms and genres, with a keen interest in overall game development trends.

• Attention to Detail: A passion for making high-quality products with meticulous attention to detail.

• Self-Motivation: Focused, self-driven, and consistently capable of delivering high-quality work.

• Adaptability: Ability to adapt quickly to changing project needs and industry trends.

Preferred Skills:

• Modding experience.

• Proficiency in scripting or programming languages (e.g., VB, C++, Python).

• Art skills or writing skills relevant to game design documentation and communication.

• Experience working with design tools and understanding their impact on the design process.

• Experience utilizing metrics to drive design improvements.

• Formal training in critical thinking.

• Experience of formal design education, teaching, or academic training.

📝 Enhancement Note: The requirements emphasize a blend of strategic leadership, deep game design expertise, and strong people management skills. The ability to demonstrate tangible results in developing designers and improving hiring processes will be crucial. Experience within the strategy genre, particularly games like Total War, will be a significant advantage. The "play everything" mentality and analytical approach to games are key indicators of a candidate's passion and capability.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Design Leadership Case Studies: Provide detailed case studies showcasing your experience in leading design teams, managing design strategy, and driving the development of game features or entire games. Focus on your specific role and impact.

• Team Development Examples: Evidence of your approach to building and nurturing design talent. This could include examples of competency frameworks you've developed, career progression paths you've implemented, or mentoring initiatives you've led. Quantify the impact where possible (e.g., improved team retention, faster onboarding).

• Hiring Process Design: Documentation or examples of interview processes you've designed or calibrated for design roles. Highlight how you've ensured a high hiring bar and attracted quality candidates.

• Design Philosophy Articulation: A clear, well-articulated document or presentation outlining your personal design philosophy and how it translates into practical application in game development.

• Data-Informed Design Examples: Showcase instances where you've used data analysis, player feedback, or metrics to inform design decisions and improve player experience or game performance.

Process Documentation:

• Methodology Definition: Examples of how you've defined, documented, and standardized design methodologies within a team or studio. This could include workflow diagrams, best practice guides, or process improvement initiatives.

• Craft Improvement Frameworks: Evidence of initiatives aimed at improving the "design craft" – this might include training programs, workshops, peer review processes, or the establishment of skill-based competencies.

• Cross-Functional Collaboration Protocols: Documented processes or examples of how you've facilitated effective collaboration between design teams and other departments (e.g., art, engineering, production, QA, marketing, player research).

📝 Enhancement Note: For a senior leadership role like this, the portfolio should not just showcase individual design work but, more importantly, demonstrate the candidate's ability to lead, develop, and strategize for entire design disciplines. The focus should be on systemic improvements, people development, and strategic vision. Quantifiable results and clear articulation of impact are paramount.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for senior leadership roles in game development in the UK, particularly for established franchises like Total War, the estimated salary range for a Franchise Design Director would typically be between £90,000 and £140,000 per annum. This range is dependent on the candidate's specific experience, proven track record, and negotiation.

Benefits:

• Work from Anywhere: Temporary period each year (restrictions apply, such as VISA requirements).

• Generous Leave: Enhanced holiday allowance, maternity and paternity breaks, flexible core hours, and no-notice holidays.

• Performance Bonus: Performance-based discretionary bonus scheme.

• Relocation Support: Bespoke relocation package for the candidate and their dependents.

• Comprehensive Health & Wellbeing: Private medical and dental insurance, life insurance, free health care screening, wellbeing support, and virtual confidential counselling.

• Additional Perks: Free games, work parties, and discounts on technology.

Working Hours: Standard full-time hours are approximately 40 hours per week. The role emphasizes flexibility with core working hours, allowing for a degree of autonomy in scheduling, which is beneficial for managing international teams or personal commitments.

📝 Enhancement Note: The salary estimate is derived from data for senior game development leadership roles in the UK, considering the specialized nature of franchise strategy and design direction. The comprehensive benefits package reflects SEGA's commitment to employee wellbeing and work-life balance, common in the larger, established gaming studios.

🎯 Team & Company Context

🏢 Company Culture

Industry: Video Games Development (specifically strategy games with a historical focus). Creative Assembly is a highly respected studio within the SEGA corporation, known for its deep simulation and grand strategy titles.

Company Size: Large (likely 500-1000+ employees, given SEGA's global presence and Creative Assembly's established reputation). This size implies a structured environment with established processes and a significant support infrastructure, but also a need for clear leadership to maintain focus and agility.

Founded: Creative Assembly was founded in 1997. This long history signifies stability, a proven track record, and a deep-rooted culture of game development.

Team Structure:

• The Franchise Design Director will be part of the Franchise Leadership Team, working closely with other discipline leads (e.g., Head of Product, Brand Directors, Technical Directors).

• They will directly manage or heavily influence Project Creative Directors and potentially lead a central design strategy team.

• The role requires extensive collaboration with Product Owners, Producers, Discipline Team Leads, HR, and Resource Managers across multiple Total War projects.

• The structure supports both centralized strategic direction and decentralized project-level execution. Methodology:

• Data-Informed Creativity: A core principle, balancing creative vision with player feedback and analytical insights.

• Player Value Centricity: All design decisions are evaluated based on their worth to the player's time and experience.

• Craft Excellence: Emphasis on the "art and science" of game design, with continuous improvement and formal training.

• Collaborative Development: Cross-functional teamwork and consensus-building are integral to the development process.

• Long-Term Vision: A focus on building deep and detailed games that entertain players for decades, reflecting the franchise's legacy.

Company Website: https://www.creative-assembly.com/ and https://sega.com/

📝 Enhancement Note: Creative Assembly is known for its dedication to its core franchises, particularly Total War. The culture likely balances a passion for complex, deep games with a professional, structured approach to development. The "game maker" ethos suggests empowerment and a direct impact for individuals, while the leadership role requires fostering this within a large team.

📈 Career & Growth Analysis

Operations Career Level: This role represents a significant step into senior executive leadership within the game development industry, specifically within the domain of franchise-level design strategy. It is a Director-level position focused on establishing and maintaining the highest standards of design excellence and team development across multiple high-profile projects.

Reporting Structure: The Franchise Design Director will report to a senior executive, likely the Head of Product or a similar C-suite level role within Creative Assembly or SEGA. They will, in turn, oversee and influence Project Creative Directors and potentially a core design strategy team. This position sits at a critical junction between high-level franchise vision and the execution of individual game projects.

Operations Impact: The impact of this role is profound and far-reaching. The Franchise Design Director will directly shape the creative direction, design quality, and player experience across the entire Total War franchise. Their leadership will influence:

• Player Engagement & Retention: By ensuring consistent, high-quality design that resonates with the player base.

• Brand Reputation: Upholding and enhancing the Total War brand's legacy through innovative and well-executed design.

• Development Efficiency: By establishing clear methodologies and supporting design teams, they can optimize the development pipeline.

• Talent Development: Building a world-class design team that can sustain the franchise for years to come.

• Revenue & Commercial Success: Ultimately, by delivering compelling player experiences that drive sales and long-term player investment.

Growth Opportunities:

• Franchise Expansion: Potential to lead design strategy for new IPs or expand into adjacent strategic domains within SEGA.

• Executive Leadership: Advancement to higher executive positions within Creative Assembly or SEGA, potentially overseeing broader creative or product functions.

• Industry Influence: Becoming a recognized thought leader in game design strategy and franchise management.

• Specialization: Deepening expertise in specific areas of strategy game design or player psychology.

• Mentorship & Legacy: Building a lasting impact by developing the next generation of design leaders and shaping the future of a beloved franchise.

📝 Enhancement Note: This is a top-tier leadership role. Growth opportunities are less about climbing a ladder and more about expanding scope, influence, and strategic impact within the company and the industry. The candidate is expected to be a significant contributor to SEGA's long-term success.

🌐 Work Environment

Office Type: Hybrid work model. The role is based at the Creative Assembly studio in Horsham, UK, with a requirement for 3 days per week in the office. This setup aims to balance the benefits of in-person collaboration, team cohesion, and studio culture with the flexibility of remote work.

Office Location(s): Horsham, West Sussex, United Kingdom. The studio is likely equipped with modern facilities designed to foster creativity and collaboration among game developers.

Workspace Context:

• Collaborative Environment: The hybrid model and emphasis on teamwork suggest a studio designed for interaction, with meeting spaces, breakout areas, and open-plan sections to facilitate communication.

• Tools & Technology: Access to industry-standard game development software, internal tools, and robust IT infrastructure necessary for large-scale game production. This would include powerful workstations, potentially specialized hardware, and comprehensive network capabilities.

• Team Interaction: Opportunities for regular interaction with a diverse range of professionals, including fellow design leaders, producers, engineers, artists, QA testers, and marketing personnel, fostering a rich exchange of ideas and perspectives.

Work Schedule: While the standard work week is full-time (approx. 40 hours), the mention of "flexibility with our core hours" indicates a degree of autonomy. This is crucial for a senior role managing potentially distributed teams or complex project timelines, allowing for effective work-life integration.

📝 Enhancement Note: The hybrid model is a significant factor for candidates considering this role. The expectation of 3 days in the office suggests a need for active participation in studio life and in-person collaboration, which is typical for leadership positions in creative industries.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your CV and cover letter by HR and potentially the hiring manager to assess basic qualifications and alignment with the role.

• Hiring Manager Interview: A detailed discussion with the hiring manager (likely Head of Product or similar) to delve into your leadership experience, strategic thinking, and understanding of game design principles.

• Portfolio Review & Presentation: A dedicated session where you will present your portfolio, focusing on case studies of your design leadership, team development, and strategic impact. Expect to discuss your design philosophy and how you've driven excellence.

• Team & Stakeholder Interviews: Meetings with key stakeholders, including Project Creative Directors, senior discipline leads, and potentially HR, to assess your collaboration style, cultural fit, and ability to influence across teams.

• Executive Interview: A final interview with very senior leadership to confirm strategic alignment and assess overall suitability for a Director-level role.

Portfolio Review Tips:

• Focus on Impact: Prioritize case studies that clearly demonstrate your leadership, strategic contributions, and the tangible outcomes of your decisions (e.g., improved team performance, enhanced game design quality, successful hiring initiatives).

• Structure for Clarity: Organize your portfolio logically, perhaps by responsibility area (Team Management, Design Strategy, Talent Development). Use clear headings, concise descriptions, and compelling visuals where appropriate.

• Quantify Achievements: Whenever possible, use data and metrics to support your claims. For example, "Implemented a new onboarding program that reduced ramp-up time by 20%" or "Grew the design team from X to Y members, achieving Z% retention."

• Articulate Your Philosophy: Be prepared to clearly explain your design philosophy, your approach to leadership, and your vision for the Total War design discipline.

• Tailor to Total War: Show that you've researched the Total War franchise and can articulate how your experience and philosophy align with its specific needs and legacy. Demonstrate an analytical understanding of the series.

Challenge Preparation:

• Strategic Scenario: Be ready to discuss how you would approach a hypothetical challenge related to franchise design strategy, team development, or resolving design conflicts within a large project.

• Leadership Scenarios: Prepare to discuss how you've handled difficult team situations, managed underperformers, or driven consensus among senior stakeholders.

• Design Craft Discussion: Be prepared to discuss your views on the evolution of game design, best practices in design methodology, and how you foster innovation and quality.

📝 Enhancement Note: The interview process is designed to thoroughly assess leadership capabilities, strategic thinking, and fit within a senior creative environment. A strong, well-prepared portfolio that showcases impact and strategic thinking is paramount, especially given the emphasis on developing design craft and talent.

🛠 Tools & Technology Stack

Primary Tools:

• Game Engines: While not directly a user, a deep understanding of Unreal Engine and/or Unity, and potentially proprietary engines (like Creative Assembly's own), is beneficial for understanding technical constraints and opportunities.

• Design & Prototyping Software: Familiarity with tools used for rapid prototyping, workflow visualization, and design documentation. This could include industry-standard tools or specialized internal Creative Assembly software.

• Project Management Software: Experience with tools like Jira, Asana, Trello, or similar for managing workflows, tracking progress, and facilitating collaboration across teams.

Analytics & Reporting:

• Data Analysis Tools: Proficiency with tools such as Excel (advanced functions), SQL, Python (with libraries like Pandas, NumPy), or R for interrogating design data, performance metrics, and player behavior.

• Business Intelligence (BI) Platforms: Experience with BI tools like Tableau, Power BI, or Looker for creating dashboards and visualizations to communicate design performance and insights to stakeholders.

• Player Data Platforms: Familiarity with systems that collect and analyze player telemetry, in-game metrics, and user research data.

CRM & Automation:

• Internal Documentation & Collaboration Platforms: Tools like Confluence, Google Workspace, or Microsoft 365 for documentation, knowledge sharing, and team communication.

• HR & Performance Management Systems: Understanding of systems used for talent management, career development tracking, and performance reviews.

📝 Enhancement Note: While the Franchise Design Director may not be hands-on with all tools, a strong understanding of the technology stack used in modern game development, particularly for strategy games, is crucial. The ability to leverage data analysis tools and BI platforms to inform strategy and communicate insights is a key requirement.

👥 Team Culture & Values

Operations Values:

• Player Value: This is the foundational principle. All decisions must demonstrably contribute to player enjoyment and the worth of their time invested.

• Craftsmanship & Excellence: A commitment to high standards in all aspects of design, from conceptualization to execution. This includes a dedication to continuous learning and skill development.

• Collaboration & Inclusivity: Fostering an environment where diverse perspectives are valued, and team members work together constructively to achieve common goals.

• Data-Informed Creativity: A balanced approach that respects artistic vision while leveraging data and player feedback to refine and validate design choices.

• Accountability: Taking ownership of responsibilities and ensuring that oneself and others are held to high standards of performance and delivery.

Collaboration Style:

• Bridge-Building: Actively working to connect different teams and disciplines, fostering understanding and shared objectives.

• Consensus-Driven: Facilitating discussions and decision-making processes that incorporate multiple viewpoints to arrive at the best possible outcome.

• Mentorship & Empowerment: Creating opportunities for team members to grow, learn, and take ownership, leading to high-performing, self-sufficient teams.

• Open Communication: Encouraging transparent and honest feedback, both positive and constructive, as a means of continuous improvement.

• Strategic Alignment: Ensuring that all design efforts are aligned with the overarching franchise vision and business goals, while allowing for creative freedom within those parameters.

📝 Enhancement Note: The emphasis on "player value" and "craftsmanship" suggests a culture that is deeply invested in the quality of its games and the experience of its players. The leadership style required is one that balances strategic direction with the empowerment and development of creative talent.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Franchise Legacy with Innovation: Evolving the Total War formula to remain fresh and appealing to new players while respecting the established expectations of long-term fans.

• Managing Diverse Design Disciplines: Ensuring consistency and quality across various design specializations (e.g., combat, campaign map, UI, economy) within a large team.

• Cross-Project Alignment: Maintaining a cohesive design vision and experience across multiple concurrent Total War projects, each with its own unique scope and challenges.

• Talent Retention and Development: Attracting and retaining top-tier design talent in a competitive industry and providing clear paths for their growth and progression.

• Data Interpretation: Effectively translating complex player data and research findings into actionable design improvements that resonate with the player base.

Learning & Development Opportunities:

• Strategic Franchise Leadership: Gaining experience in managing the long-term creative direction of a major entertainment IP.

• Advanced People Management: Developing expertise in leading and nurturing large, specialized creative teams.

• Industry Trends & Technology: Staying at the forefront of game design innovation, player engagement strategies, and emerging development technologies.

• Cross-Disciplinary Exposure: Deepening understanding of other development disciplines (art, engineering, marketing, production) and their impact on design.

• Mentorship Programs: Participating in or leading mentorship initiatives that foster leadership and design excellence within the studio.

📝 Enhancement Note: The challenges are inherent to managing a long-standing, complex franchise in a dynamic industry. Overcoming them requires strong strategic thinking, exceptional leadership, and a deep understanding of both game design and player psychology. The growth opportunities are significant for a leader looking to make a lasting impact on a beloved series.

💡 Interview Preparation

Strategy Questions:

• "How would you define and implement a 'player value' framework for the Total War franchise, and how would you ensure it's consistently applied across all design teams?"

• "Describe your approach to developing a competency framework and career progression path for game designers. Provide an example of a successful program you've implemented."

• "Imagine a scenario where two senior designers have conflicting visions for a core game mechanic. How would you mediate this situation to reach a consensus that benefits the franchise?"

• "What are the key considerations for a Design Director when deciding whether to innovate significantly on a beloved franchise like Total War, or to stick to established formulas?"

• "How do you leverage player data and research to inform design decisions, and what are the potential pitfalls of relying too heavily on data?" Company & Culture Questions:

• "What is your understanding of Creative Assembly's culture, and how would you contribute to maintaining and evolving its positive aspects while leading the design discipline?"

• "How do you approach building and maintaining a diverse and inclusive design team?"

• "What are your core values as a leader, and how do they align with SEGA's and Creative Assembly's stated values?"

• "How do you stay updated on industry trends, and how would you foster a culture of continuous learning within your team?" Portfolio Presentation Strategy:

• Storytelling with Impact: Frame your portfolio not just as a collection of work, but as a narrative of your leadership journey, highlighting challenges, your strategic approach, and the resulting successes.

• Focus on 'How' and 'Why': For each case study, explain not only what you did but how you did it and why those decisions were made. Connect your actions to strategic goals and player outcomes.

• Quantify Everything Possible: Use numbers to demonstrate the scale of your impact. Examples: team size managed, percentage increase in hiring quality, reduction in onboarding time, impact on player retention or satisfaction metrics.

• Demonstrate Strategic Vision: Clearly articulate your design philosophy and how it would translate into a long-term vision for the Total War franchise.

• Be Prepared for Deep Dives: Anticipate detailed questions about your decision-making process, your leadership style, and your understanding of the Total War series.

📝 Enhancement Note: Expect questions that probe your strategic thinking, leadership capabilities, and ability to manage complex creative processes. Your portfolio presentation is a critical opportunity to showcase your impact and vision. Demonstrating an analytical understanding of the Total War franchise will be key.

📌 Application Steps

To apply for this Franchise Design Director position:

• Submit your application through the provided link on the SEGA Careers portal.

• Tailor Your Resume & Cover Letter: Highlight your experience in design leadership, team management, franchise strategy, and talent development. Quantify achievements and use keywords from the job description.

• Prepare Your Portfolio: Curate your strongest case studies that demonstrate your impact in leading design teams, developing design craft, and shaping franchise direction. Focus on the strategic and leadership aspects of your work.

• Practice Your Presentation: Rehearse your portfolio presentation, focusing on clear articulation of your design philosophy, leadership approach, and quantifiable results. Be ready to discuss your vision for the Total War franchise.

• Research Creative Assembly & Total War: Deeply understand the studio's culture, the Total War franchise's history and current state, and SEGA's broader objectives to tailor your responses and demonstrate genuine interest.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.