Ubisoft has formally introduced a new leadership trio for the Assassin’s Creed franchise, a move that signals the publisher is tightening its grip on long-term strategy following its broader restructuring efforts.
After months of speculation about the future of the series and confirmation that multiple Assassin’s Creed titles are currently in development the company has now clarified who will be steering the ship.
The announcement, shared via X (formerly Twitter), outlines a new structure designed to oversee brand direction, creative consistency, and production standards across what remains one of Ubisoft’s most valuable properties.
A Three-Pillar Leadership Structure
At the center of the restructuring are three veteran figures within Ubisoft’s ecosystem, each tasked with a specific pillar of the franchise’s future.
Martin Schelling – Head of Brand
Martin Schelling has been appointed Head of the Assassin’s Creed Brand, where he will oversee overall strategy and long-term vision.
Schelling is far from a newcomer. He has held leadership roles across several key entries in the franchise’s history, including Assassin’s Creed: Revelations, Assassin’s Creed IV: Black Flag, Assassin’s Creed Origins, and Assassin’s Creed Valhalla.
Most recently serving as Ubisoft’s Chief Production Officer, Schelling brings an operational perspective alongside his familiarity with the brand’s evolution from linear stealth adventure to sprawling RPG hybrid. His new mandate centers on defining how Assassin’s Creed grows and where it goes over the next decade.
Jean Guesdon – Head of Content
Creative direction now falls under Jean Guesdon, who has been named Head of Content.
Guesdon’s history with the series is significant. He previously served as creative director on both Assassin’s Creed IV: Black Flag and Assassin’s Creed Origins two entries widely regarded as turning points for the franchise in terms of tone, structure, and mechanical ambition.
In his new role, Guesdon will guide overall creative direction across projects, support individual development teams, and ensure narrative and thematic cohesion across the expanding Assassin’s Creed ecosystem.
François de Billy – Head of Production Excellence
Completing the trio is François de Billy, who has been appointed Head of Production Excellence.
De Billy previously served as Production Director on both Assassin’s Creed Valhalla and Assassin’s Creed Origins, giving him firsthand experience managing large-scale open-world projects.
His new focus will be strengthening production practices across the brand a notable priority given Ubisoft’s recent development delays and restructuring efforts. In an era where AAA development timelines continue to balloon, production efficiency has become as important as creative vision.
A Broader Leadership Ecosystem
The trio won’t be operating in isolation. They will join an extended Assassin’s Creed leadership structure that includes:
- Andrée-Anne Boisvert, Producer for Assassin’s Creed’s cross-brand initiatives and Head of Technological Excellence
- Lionel Hiller, VP Brand and Go-to-Market Strategy
Together, the team appears structured to manage Assassin’s Creed not just as a game series, but as a long-term platform spanning multiple titles, business models, and potentially media expansions.
The next chapter of Assassin’s Creed won’t just be defined by hidden blades and historical settings it will be shaped by the leadership now guiding its future behind the scenes.
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