Lords in Total War: Warhammer act as generals in your army. They typically come in three flavors: magic, melee, or a combination of the two. Despite the fact that there are several named necromancers that are prominent in the setting for Total War: Warhammer, the decision to keep this new unit type nameless was probably done for the sake of focusing their time and efforts on the vampire aspects of the army. They are called the Vampire Counts, after all.
Either way, this guy looks very cool. Most likely leading from the back, you can expect to see this unit leading the armies of undead against your foes.
Total War: Warhammer will be released in exactly two months, and it looks like we’ll be seeing more and more content teased from this series as the launch gets closer.