Role Overview
As a key leader within the China Marketing team, you will drive and oversee integrated IP entertainment marketing (e.g., animation projects, brand crossovers) and offline experiential initiatives (e.g., conventions, pop-up stores, player gatherings) for thatgamecompany's (TGC) IPs. You will formulate strategies, integrate premium resources, and translate virtual IP universes into high-touch, immersive experiences, expanding brand reach and building long-term emotional connection with fans.
Key Responsibilities
IP & Entertainment Strategy: Lead localized marketing strategies and integrated promotion campaigns for IP extension projects, including animation initiatives and cross-media collaborations, to drive sustained IP awareness.
Experiential Marketing Leadership: Oversee the end-to-end planning, spatial design coordination, and execution of offline activations, including trade shows, pop-up stores, immersive exhibitions, and player meetups.
Integrated Brand Activations: Bridge digital cultural content (such as animation) with offline event experiences to orchestrate high-impact O2O brand activation campaigns that resonate across diverse audiences.
Partner Management & Budgeting: Build and manage vendor and partner ecosystems (animation production houses, exhibition designers, execution agencies). Handle negotiations, budget allocation, quality control, and risk management.
Global & Cross-Functional Alignment: Partner closely with Global IP/Creative teams and local stakeholders to ensure all physical and entertainment touchpoints align strictly with TGC’s artistic vision and global strategy.
Requirements
Experience: 5+ years of experience in IP marketing, entertainment marketing, or experiential marketing within gaming, ACG, animation/entertainment industries, or top creative agencies. Proven track record of leading viral IP activations or large-scale offline events.
Strategic Vision & Taste: Deep appreciation for animation, exhibitions, and fan culture. Possess high aesthetic sensibility and strategic capacity to turn digital IP lore into world-class physical touchpoints.
Project Leadership: Outstanding end-to-end project management, agency management, and negotiation skills. Adept at managing complex budgets, multi-vendor execution, and tight timelines.
Language & Communication: Professional fluency in both Mandarin and English to articulate strategy and collaborate seamlessly across international teams and key external stakeholders.
Brand Alignment: Passionate about gaming and art, deeply aligned with TGC’s core philosophy of emotional connection and artistic expression.
Skills Required
- 5+ years of experience in IP marketing, entertainment marketing, or experiential marketing within gaming, ACG, animation/entertainment industries, or top creative agencies.
- Proven track record of leading viral IP activations or large-scale offline events.
- Deep appreciation for animation, exhibitions, and fan culture with high aesthetic sensibility and strategic capacity.
- Outstanding end-to-end project management, agency management, negotiation skills, and experience managing complex budgets and multi-vendor execution.
- Professional fluency in Mandarin and English.
- Passion for gaming and art and alignment with TGC's philosophy of emotional connection and artistic expression.
What We Do
thatgamecompany designs and develops artistically crafted, broadly accessible video games that push the boundaries of interactive entertainment. We respect our players and want to contribute meaningful, enriching experiences that touch and inspire them. We seek talent that values integrity and personal growth within an environment of intense collaboration and experimentation. Our mission - create timeless entertainment that make positive change to the human psyche worldwide.
