Sega Europe has promoted Stacey Bates-McCue to head of creative licensing for EMEA and the Americas.
In this new role, Bates-McCue will head up the licensing creative development and management of style guide delivery and creative direction for Sega’s growing portfolio of brands across EMEA and the Americas.
Bates-McCue joined Sega over two years ago as licensing product development manager during which time she developed new processes to streamline the product development process for licensees whilst pushing the licensing creative boundaries of brands such as Sonic The Hedgehog, Football Manager and the Sega Retro Collection by creating multiple style guides and fast fashion guides to meet market demands.
"Creating style guides and making awesome art with my favourite childhood video game character Sonic is the dream for me," said Bates-McCue.
"I feel privileged to be in charge of driving fresh new trendy art, along with celebrating the heritage we have here at Sega from the Mega Drive days. Working with the original creators of Sonic in Japan is the icing on the cake. I love working in the licensing industry and being a big kid daily."
Jason Rice, director of brand licensing EMEA, added: "I’m delighted that Stacey has agreed to take on this vital new role. As we look to build our business across these regions it is crucial that we have an experienced and proven licensing professional driving our creative strategy and product direction for all our brands. Stacey is the perfect fit and is already pushing ahead in laying out our creative goals for the future."