You are seeing Ubisoft restructure the leadership behind Assassin’s Creed after a major transition. Following the October 2025 departure of longtime executive producer Marc-Alexis Côté, who guided the brand for years, the company moved to fill a significant gap at the top of the franchise.
You can now look to three veteran Ubisoft developers who will lead the series forward under the oversight of Vantage Studios. Each brings extensive experience with past entries, including key titles such as Assassin’s Creed IV: Black Flag, as they step into roles designed to shape the franchise’s long-term direction.
Assassin's Creed Gets Three New Leaders
Ubisoft confirmed on February 23, 2026 that you can expect a new leadership structure guiding the Assassin’s Creed franchise. The company placed three long-time contributors in top roles to direct brand strategy, production standards, and creative vision.
You now have Martin Schelling serving as Head of Brand. He oversees the franchise team, defines long-term strategy, and shapes the overall direction of the series.
Schelling brings years of experience from major entries, including:
- Assassin’s Creed Revelations
- Assassin’s Creed IV: Black Flag
- Assassin’s Creed Origins
- Assassin’s Creed Valhalla
He previously worked as both a producer and senior producer on these projects, giving him direct involvement in development and release planning.
You also see François De Billy step into the role of Head of Production Excellence. He focuses on improving workflows, strengthening development practices, and ensuring consistent execution across all projects tied to the franchise.
De Billy’s background includes senior leadership and production oversight on several major titles. His credits include:
- Senior Director and Global Production Lead on Revelations and Black Flag
- Production Director on Origins and Valhalla
In practical terms, you can expect his role to concentrate on how games are built rather than what stories they tell.
The creative direction now falls to Jean Guesdon, who takes on the position of Head of Content. He leads narrative and design alignment across current and future projects, while maintaining the core identity that defines the series.
Guesdon has deep roots in the franchise. He began working on Assassin’s Creed II in 2009 and later served as creative director on Black Flag and Origins.
He publicly expressed appreciation for returning to the franchise, describing it as a defining part of his career. His statement emphasized continuity, community, and respect for the series’ long-standing themes.
You should also note that this trio does not operate alone. Two additional leaders round out the broader structure:
| Name | Role | Focus Area |
|---|---|---|
| Andrée-Anne Boisvert | Producer, Cross-Brand Initiatives & Head of Technological Excellence | Technology standards and franchise-wide integration |
| Lionel Hiller | Vice President of Brand & Go-to-Market Strategy | Marketing direction and commercial strategy |
Together, these five figures form the current leadership framework for Assassin’s Creed.
Community reaction has largely leaned positive. Many players point out that each primary appointee contributed to some of the franchise’s most recognized titles, particularly Black Flag and Origins.
At the same time, some fans remain cautious. Ubisoft has faced restructuring, layoffs, and project cancellations in recent years, which influences how you might interpret any leadership shift.
The restructuring places experienced developers in charge of brand vision, production discipline, and creative direction. You now see a leadership team built primarily from veterans who have already shaped several of the franchise’s defining releases.
