IP & Experiential Marketing Manager

thatgamecompany
Shanghai
Workplace: OnsiteFull timeFunction: Marketing & GrowthExperience: 5+ yearsSkills: ["Strategic vision","Project leadership","Vendor/agency management","Negotiation","Cross-functional communication"]

Lead China IP entertainment marketing for thatgamecompany, overseeing localized strategies for animation, brand crossovers, and integrated O2O experiences. Plan and execute offline activations—from conventions and pop-up stores to immersive exhibitions and player meetups—while managing vendors, partners, budgets, negotiations, and quality. Partner with global IP/Creative teams to ensure all physical touchpoints align with the artistic vision, building lasting emotional connections with fans.

Loading

Loading job details...

Preparing the role view and application actions.

FursaFursa
thatgamecompany
thatgamecompany
1 week ago

IP & Experiential Marketing Manager

✓ Verified Job

Canonical indexed version, validated from employer's careers page.

Source: Company careers pageValidated by: Fursa AI
Last checked: 6 hours agoStatus: Live

Job Summary

Lead China IP entertainment marketing for thatgamecompany, overseeing localized strategies for animation, brand crossovers, and integrated O2O experiences. Plan and execute offline activations—from conventions and pop-up stores to immersive exhibitions and player meetups—while managing vendors, partners, budgets, negotiations, and quality. Partner with global IP/Creative teams to ensure all physical touchpoints align with the artistic vision, building lasting emotional connections with fans.
Location: Shanghai
Workplace: Onsite
Employment Type: Full time
Job Function: Marketing & Growth
Seniority: Manager level

Key Responsibilities

  • •Drive localized IP entertainment marketing strategies and integrated promotion campaigns for IP extension projects, including animation initiatives and cross-media collaborations.
  • •Oversee end-to-end planning, spatial design coordination, and execution of offline experiential activations such as trade shows, pop-up stores, immersive exhibitions, and player meetups.
  • •Create integrated brand activations that connect digital cultural content (e.g., animation) with offline event experiences for high-impact O2O campaigns.
  • •Manage vendor and partner ecosystems (animation production houses, exhibition designers, execution agencies), including negotiations, budget allocation, quality control, and risk management.
  • •Align with global IP/Creative teams and local stakeholders to ensure all physical and entertainment touchpoints adhere to TGC’s artistic vision and global strategy.

Key Requirements

  • •5+ years in IP marketing, entertainment marketing, or experiential marketing in gaming/ACG/animation or top creative agencies, with proven success leading viral IP activations or large-scale offline events.
  • •Strong strategic vision and taste for animation, exhibitions, and fan culture, with the ability to translate digital IP lore into immersive physical experiences.
  • •Exceptional end-to-end project and agency management, including negotiation, complex budget management, multi-vendor execution, and tight timelines.
  • •Professional fluency in both Mandarin and English to articulate strategy and collaborate across international teams and external partners.
  • •Deep passion for gaming and art, aligned with TGC’s focus on emotional connection and artistic expression.
Experience:5+ yearsGamingACGAnimationEntertainment
Skills:Strategic visionProject leadershipVendor/agency managementNegotiationCross-functional communication
Languages:MandarinEnglish

Company Brief

thatgamecompany
thatgamecompany develops artistic, narrative-driven video games focused on emotional experiences and innovative interactive design. Known for titles like Flower, Journey, and Sky: Children of the Light, the studio emphasizes player connection and evocative audiovisual storytelling.
Industry: Gaming
Company Size: Medium (51 to 250 employees)
Growth: Established Company
Headquarters: Santa Monica, United States
Founded: 2006
WebsiteLinkedIn