The Role
The Senior Brand Manager will lead marketing strategies for NEOWIZ's gaming titles, overseeing campaigns, budgets, and cross-functional teams, with a focus on the Chinese market.
Summary Generated by Built In
About NEOWIZ
The Magic That Brings Joy to the World
At NEOWIZ, we build bold, memorable games that players love—and remember. We move fast, stay curious, and care deeply about doing great work.
We're not chasing one-off hits. We invest in strong ideas, sharp execution, and teams who take ownership. The goal? Build great games—and then do it again, even better.
Across PC, console, and mobile, we’re creating genre-defining experiences that push boundaries and deliver real joy. If that sounds like your kind of mission, we’d love to meet you.
Be part of something bold and let’s build what’s next.
Position Overview
NEOWIZ is seeking a highly skilled and visionary Senior Brand Manager (China) to lead the strategic development and execution of comprehensive communication strategies, go-to-market plans, and marketing campaigns for our key gaming titles. You will serve as the primary lead for the product marketing campaign in close partnership with the development team and Production Services lead, the Senior Brand Manager will take full ownership of the brand from concept to campaign completion, ensuring alignment with business goals and player expectations.
This role requires a deep understanding of target audiences and fan communities in China, exceptional leadership in orchestrating cross-functional teams, and the ability to manage paid media, digital marketing, and key owned media customer touch-points such as websites and owned media destinations. The Senior Brand Manager will work closely with agencies and internal partners to bring campaigns to life and drive player engagement. This position will report to the Head of Global Publishing, with a dotted line to with a dotted line to the Director, Brand Management.
This position will be hired through a compliant Employer of Record (EOR) arrangement, ensuring full statutory benefits and protections while providing close alignment with NEOWIZ’s global marketing leadership.
Work location: Shanghai
Key Responsibilities
- Brand Vision and Market Expertise
- Serve as the vision holder for the product, ensuring the brand aligns with its core values, target audience, and market positioning.
- Act as the expert of the Chinese gaming market and fans, leveraging insights to inform strategy, communication, and creative execution.
- Comprehensive Go-to-Market Plan Development
- Develop and own the go-to-market plan and marketing plan, covering all aspects of the campaign life-cycle from concept to completion.
- Lead the creation of announcement strategies, media plans, and PR initiatives to maximize impact pre-launch, during launch, and post-launch.
- Define and manage the campaign narrative, ensuring consistent messaging across all touch-points.
- Key Promotions Mix and Digital Marketing Management
- Oversee the execution of the key promotions mix as part of comprehensive marketing campaigns, including digital and physical marketing strategies, in collaboration with marketing agencies and internal partners.
- Manage key customer touch-points such as websites, owned media destinations, and other digital platforms, ensuring alignment with the campaign vision and brand identity.
- Lead digital marketing and social media engagement on China-specific platforms.
- Strategic Leadership
- Collaborate with development studios as the primary marketing point of contact, aligning brand and game objectives from project initiation onward.
- Own marketing budget responsibility for assigned titles and market, ensuring the financial success of the brand while meeting profitability goals.
- Creative and Marketing Campaign Execution
- Oversee the creation of key marketing assets, including key art, trailers, and promotional materials, in collaboration with creative and design agencies.
- Lead first-party marketing partnership initiatives with PlayStation, Xbox, and Steam, optimizing collaboration opportunities.
- Community Insight and Partner Engagement
- Discover and understand player behavior, market trends, and competitive landscapes, using insights to refine strategies.
- Build relationships with influencers/KOLs, media outlets, and promotional partners to extend brand visibility and engagement in China.
- Plan and execute marketing event strategies, including logistics, creative activations, and on-site execution in collaboration with event and creative agencies.
- Drive endemic and non-endemic partnership marketing to enhance brand reach and impact.
- Cross-functional Coordination
- Partner with internal teams and external agencies to ensure seamless alignment and execution of all brand and marketing initiatives.
- Oversee merchandise and promotional item creation to support brand visibility and player engagement.
Qualifications
- Bachelor’s degree in marketing, business, communications, or a related field (or equivalent work experience).
- 5 to 8 years of experience in brand management, marketing, or related roles in the video game or entertainment industry.
- Proven success in developing and managing go-to-market plans, paid media, and digital marketing campaigns.
- Strong understanding of brand strategy, positioning, communication, and creative asset development.
- Demonstrated ability to manage marketing budget, ensuring financial success for major projects.
- Experience managing websites, owned media destinations, and digital advertising platforms.
- Exceptional leadership and project management skills, with the ability to manage complex, cross-functional campaigns.
- Passion for video games and a deep understanding of gaming culture, audience behavior, and industry trends.
Preferred Skills
- Experience with China-specific platforms (WeChat, Weibo, Bilibili, Douyin, TapTap) and familiarity with NPPA regulations.
- Experience with first-party marketing partnerships (PlayStation, Xbox, Steam) and hardware marketing collaborations.
- Proficiency in digital marketing tools, analytics platforms, and campaign tracking systems.
- Knowledge of creative production workflows and tools used in marketing asset creation.
- Experience managing merchandise and promotional item creation to support marketing campaigns.
What NEOWIZ Offers
A fully remote position with flexible work hours for global collaboration.
Competitive salary and comprehensive benefits package.
Opportunities to work on a diverse portfolio of innovative and narrative-rich games.
A dynamic, supportive, transparent, and collaborative work environment.
Career development opportunities and access to industry-leading tools and training.
Join Our Team
We're looking for exceptional talent who can help us scale globally while keeping our creative edge sharp.
🛠️ Hiring Process
We keep things clear and straightforward:
- Resume Screening
- Job Function/Hiring Manager Interview
- Stakeholder/Leadership Interview
- Offer Discussion
- Welcome Aboard!
Additional Information
- Submitted documents can be returned within 14 days upon request after the hiring decision.
- This job posting will close once the position is filled and may end early if a suitable candidate is found.
- Veterans will be given preferential treatment in accordance with applicable laws. Please submit proof of eligibility when applying.
Ready for Your Next Challenge?
Create magic with us. Build games that make the world more enjoyable.
👉 neowiz.com/games
✉️ Questions? Hit us up: [email protected]
Top Skills
Analytics Platforms
Bilibili
Campaign Tracking Systems
China-Specific Platforms (Wechat
Digital Marketing Tools
Douyin
Taptap)
Weibo
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The Company
What We Do
NEOWIZ operates under the slogan "The Magic that Makes the World Enjoyable" continuously presenting innovative and enjoyable content to its customers as a global gaming company.
Beyond the domestic market, it showcases a diverse range of games across PC, console, and mobile platforms globally and continues to discover new IPs(Intellectual Properties) through investments and partnerships.
Moving forward, the games passionately created by NEOWIZ will deliver the ultimate experience to our customers, thereby Generating Distinctive Value.
