Major shifts are on the horizon for Assassin’s Creed. Ubisoft has introduced the three executives now tasked with steering the IP forward: Martin Schelling (Head of Brand), Jean Guesdon (Head of Content), and François De Billy (Head of Production Excellence).

Assassin’s Creed is moving into its next phase with a new leadership lineup. After positioning the IP alongside Rainbow Six and Far Cry inside one of the Creative Houses of its newer subsidiary, Vantage Studios, Ubisoft has named three leaders to set the direction for what comes next. The company describes them as a “trio of experts” bringing experience, know-how, and genuine enthusiasm to the franchise’s next chapter. The group consists of Martin Schelling (Head of Brand), Jean Guesdon (Head of Content), and François De Billy (Head of Production Excellence).

In a Reddit post shared by Ubisoft, the publisher stressed that all three picks have deep roots in the series and have helped build multiple entries. Here are the key points the company highlighted about each executive.

Martin Schelling (Head of Brand). He has served as producer and senior producer across several installments, including Revelations, Black Flag, Origins, and Valhalla. Going forward, he is set to oversee the IP’s overall strategy, long-term vision, teams, and development trajectory.

Jean Guesdon (Head of Content). He previously worked as creative director on Black Flag and Origins, and he has been at Ubisoft since the era of Assassin’s Creed 2. In his new position, he will lead the saga’s creative direction, support ongoing projects, and, as the publisher puts it, “help shape the future of the franchise while ensuring it stays true to its DNA”.

François De Billy (Head of Production Excellence). He has worked as a senior global production director on titles such as The Crew: Motorfest, Just Dance 2024 and 2025, Avatar: Frontiers of Pandora, Prince of Persia: The Lost Crown, and Star Wars Outlaws. He has also contributed to multiple Assassin’s Creed games and previously led production on Origins and Valhalla. His stated remit now is to “strengthen production and execution practices across the franchise”.

The trio will work alongside other leaders already confirmed for the Assassin’s Creed organization, including Andrée-Anne Boisvert (Producer of Cross-Brand Initiatives and Head of Technological Excellence) and Lionel Hiller (Vice President of Brand and Go-to-Market Strategy, focused on plans for launching new products). That means the new leadership group steps in with the brand facing a sensitive internal moment at Ubisoft.

Ubisoft has not shared many specifics about the franchise’s longer-term roadmap. Beyond the increasingly persistent talk of a Black Flag remake, the series is also expected to explore a witchcraft-leaning setting with Assassin’s Creed: Hexe. The publisher has already confirmed new hires tied to that future, including Benoit Richer ( Arkham Origins, Assassin’s Creed Valhalla ) as director and Christopher Grilli ( Origins, Valhalla, Mirage ) as writer.

Ubisoft Is Being Sued by the Former Head of Assassin’s Creed

At the same time, Ubisoft is also dealing with a lawsuit connected to the series’ previous leadership. The claim was filed by Marc-Alexis Côté, who led the Assassin’s Creed franchise until October 2025. Ubisoft announced Côté’s departure after offering him a new role at Vantage Studios, which he declined.

The dispute escalated in 2026, when Côté moved to court over the circumstances of his exit and is seeking $1.3 million in damages. In parallel, the French company is pushing through an internal restructuring that has recently included the closure of its Halifax offices, layoffs in Toronto, Abu Dhabi, and at Massive Entertainment, and up to six cancellations. Employees have also voiced growing frustration, staging a strike this February to protest what they describe as mismanagement by CEO Yves Guillemot and a toxic work environment across the offices.

Source: 3djuegos