IP & Experiential Marketing Manager
At a glance
Mid-level General Marketing role at thatgamecompany. Shanghai · full-time.
Pay not stated Marketing Manager salary
Growth Roles summary, based on the employer's posting.
What you'll do
- You'll lead China marketing plans for IP extensions such as animation and cross-media collaborations, sustaining awareness
- You'll plan and deliver offline activations, coordinating spaces for trade shows, pop-up stores, immersive exhibitions, and player meetups
- You'll connect animation and other digital content with live events to create O2O brand campaigns for varied audiences
- You'll build partner and vendor networks, then negotiate scope, budgets, quality checks, and risks
- You'll align physical and entertainment work with Global IP/Creative teams, local stakeholders, artistic vision, and global strategy
What you bring
- At least five years in IP, entertainment, or experiential marketing across gaming, ACG, animation/entertainment, or leading creative agencies
- Evidence of leading viral IP activations or large offline events
- Strong end-to-end project, agency management, negotiation, budget, multi-vendor, and timeline skills
- Professional fluency in Mandarin and English for international collaboration and external stakeholders
- Appreciation for animation, exhibitions, fan culture, gaming, and art, plus strong aesthetic and strategic judgment
Who this fits
This role suits someone who can turn digital IP stories into polished physical experiences and values gaming, art, emotional connection, and artistic expression. You'll work onsite in Shanghai and collaborate with global IP/Creative teams, local stakeholders, vendors, agencies, and external partners.
From the employer
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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