IP & Experiential Marketing Manager
thatgamecompany · Shanghai
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.
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