Benjamin Yu

About Benjamin Yu

I build brand platforms that support a healthy P&L. As a marketing leader, I am passionate about: placing strong product stories into cultural context, building brand programs in conjunction with commercial teams, and collaborating with design, product, and research teams to strengthen brand strategy. I also build the systems, training, and culture that scale that approach across individuals and teams, turning that approach into a long-term organizational capability. Most of my career has been in consumer hardware and gaming. At Logitech G I built marketing strategies that contributed to the brand's rise to #1 in gaming and gaming peripherals. I am currently building the Strategic Brand Management function to turn brand equity into a competitive moat. Some work I'm proud of: the G502's 10-year anniversary campaign grew net sales +19% against a +10% target. I also moved the brand into always-on paid media and brand editorial content models built for Machine Learning and AI to optimize. That work improved ROAS and took us to #1 share of search and AI visibility in gaming peripherals. With a systems-based mindset, I'm excited about how AI can elevate what teams can do without replacing headcount. We're building brand knowledge systems that let teams and agencies work together with generative tools that operate with the right context. It simultaneously elevates the "block and tackle" work while leaving more room for our teams to think about how we break out of algorithmic thinking to achieve more exponential growth that outpaces machine modeling. I'm based in New York, and am always glad to trade notes with people on LinkedIn.

Experience

1. Head of Strategic Brand Management, Logitech G

   Logitech

   Jan 2025 — Present · New York, NY

   Overall brand strategy for Logitech G, Logitech's ~$1.4B gaming division. Lead a team of four across paid media, brand campaigns, and brand editorial. -Built the Strategic Brand Management function from inception — defined the mandate, mission, and roadmap, and brought four reports with disparate roles into a single team whose goals blend commercial and brand metrics. -Consolidated fragmented content and paid-media strategies into always-on paid media and brand editorial models built for AI/ML to optimize, driving +55% revenue on +39% spend, alongside gains in brand lift. -Drove the AEO strategy for AI and LLM search visibility — now #1 in share of search, AI visibility, with a 2025 SEMRush "Growth Engine" award for early AEO leadership. -Building AI systems for marketing — a knowledge and context architecture that feeds generative tools the right context, cutting briefing friction and scaling content generation; adopted across product marketing, technical marketing, and brand editorial.

2. Head of Product Marketing, PC Gaming & Creators

   Logitech

   Apr 2023 — Jan 2025 · New York, NY

   Global product marketing lead for the full PC gaming and creator portfolio (~$700M) — positioning, go-to-market, and global asset development; four direct reports. • Led the integrated campaign for the G502's 10-year anniversary — +19% YoY against a +10% target, outpacing the total gaming-mice category (+12%). • On that campaign, drove 791M PR reach, 43.7M creator reach, and 632K engagements against a 400K target. • Owned positioning and go-to-market for Logitech G's entry into creator audio (Yeti GX and Yeti Orb) — grew market share through gaming positioning. • Built the operating model that improved cross-functional collaboration and 360° campaign development across channels. • Stood up the PC gaming and creator product-marketing team out of a restructure — defined its culture, standards, and processes, and coached four PMs ranging from entry to senior.

3. Head of Marketing, G Series

   Logitech

   May 2020 — May 2023 · Newark, California, United States

   Develop global marketing strategies and campaigns for Logitech G's core gaming products. While in this role, Logitech G's PC Gaming growth outpaced the market, resulting in the #1 PC Gaming Peripheral brand. Developed strategies for all product categories including mice, keyboards, headsets, gaming furniture, and cloud gaming hardware. Responsibilities include brand strategy, product positioning, packaging, campaign management, messaging, creative, budgeting, and annual planning. Accomplishments Include -Expanding the brand to new territories and audiences with standout creative work with G435 gaming headset -Entering new product categories with the launch of the Logitech G CLOUD -Developing a new brand platform designed to widen the aperture of gaming through "There's Levels to Play" -Award winning creative work, including a National Gold Addy award for "Perfectly Fit to Play"

4. Marketing Campaign Manager

   Logitech

   Jun 2018 — May 2020 · Newark, California

   Created campaigns for Logitech G products and partnerships. Work includes collaborations with McLaren, Square Enix, and Herman Miller to elevate brand storytelling via awareness-driven campaigns. Accomplishments Include: -Development of positioning and visual identity for a new branded engagement model for the simulation racing community,"Logitech G Challenge" -Working in close proximity with partners to tell a joint story about the importance of audio in MMORPG, Final Fantasy XIV Online Shadowbringers -Launching the Embody Gaming Chair in partnership with Herman Miller to record-breaking financial and earned media performance

5. Account Supervisor

   AKQA

   Sep 2015 — Jun 2018 · San Francisco Bay Area

   Managed digital, social, and innovation creative development for Activision client. Created programs across Call of Duty and Destiny 2, including the Cannes Lion award-winning Destiny 2 Alexa Ghost Skill. Also responsible for leading CRM strategy and reporting for Activision's Call of Duty email marketing program designed to drive conversion year-to-year on base game, and maximize player retention and monetization post-launch.

6. Account Supervisor

   FCB Global

   Feb 2015 — Sep 2015 · San Francisco Bay Area

   Lead creative development and production for Electronic Arts as a client, including work for the launch campaign of EA Access. Acted as Account lead as well as a copywriter on the project!

7. Senior Account Executive

   FCB Global

   Mar 2014 — Feb 2015 · San Francisco, California, United States

8. Associate CRM Manager

   Ubisoft

   Feb 2012 — Mar 2014 · San Francisco Bay Area

   Led data strategies for CRM email programs. Work included segmentation strategies, lifecycle campaign development, email production, and reporting for CRM communications across AAA, Free-to-Play, and Facebook games. Focused on driving sales pre-launch, player retention and monetization post-launch. Franchises worked on include Far Cry, Assassin's Creed, and Tom Clancy's Ghost Recon.

9. Account Executive

   Draftfcb

   Jun 2011 — Feb 2012

   Develop acquisition and lifecycle emails for multiple Electronic Arts (EA) franchises. Worked on games including Star Wars: The Old Republic, Madden NFL, Dead Space, and Battlefield.

10. Assistant Account Executive

    FCB Global

    Jun 2010 — Jun 2011 · San Francisco, California, United States

11. Marketing Intern

    Electronic Arts

    May 2009 — Aug 2009

12. Business Analyst Intern

    Target

    Jun 2008 — Aug 2008

Education

• Virginia Polytechnic Institute and State University

  B.S. Management · B.S. Marketing

  2006 — 2010

Skills

• Creative Development
• Segmentation
• Cross-functional Team Leadership
• Marketing
• Direct Marketing
• Brand Marketing
• HTML
• Social Media
• Brand Strategy
• Public Speaking
• Video Games
• Contact Strategy
• Creative Direction
• Online Advertising
• Advertising
• Social Media Marketing
• Go-to-Market Strategy
• Account Management
• Senior Stakeholder Management
• Social Networking
• Strategy
• Email Marketing
• Positioning (Marketing)
• CRM
• Digital Marketing
• Microsoft Office
• Project Coordination
• Product Marketing
• SQL
• Integrated Marketing
• Online Marketing