geoffroy sardin

About geoffroy sardin

Geoffroy Sardin is a leading French video game executive whose career spans more than 25 years across marketing, brand development, publishing, and operational leadership. He earned a Master of Science in Marketing from EDHEC in 1993 and began his career in the marketing department at Arjo Wiggins Appleton before joining L’Oréal, where he deepened his experience in consumer brands and large-scale commercial environments. In 1998, he joined Ubisoft Entertainment, a pivotal move that placed him at the center of one of the world’s most influential video game companies. At Ubisoft, he held senior commercial and managerial roles, including Sales Director and Managing Director of Ubisoft France. During that period, he contributed to the commercial expansion of the group and played an important role in broadening Ubisoft’s intellectual properties beyond video games into other media formats such as animated films, novels, comic books, and collectibles. This ability to connect content, brand strategy, and audience development has remained a defining feature of his leadership style. He later continued his career in the broader content and creative industries, where he supported initiatives involving growth, organizational structuring, and international expansion. Sardin joined PULLUP Entertainment in January 2024 and quickly became central to the group’s operational transformation. On March 6, 2025, the board announced his appointment as Chief Executive Officer, effective April 1, 2025, giving him responsibility for the company’s day-to-day operational management. His arrival came at a time of strategic change, and he was tasked with strengthening the executive organization, including the appointment of a Deputy CEO in charge of studios and production and a new Chief Financial Officer. He also played a key role in the successful launch of Warhammer 40,000: Space Marine 2 and in the expansion of the group’s live content business. Overall, Sardin is recognized for combining deep industry knowledge, commercial acumen, and operational discipline in a listed-company environment.