Senior Brand Manager - TFT

Riot Games was established in 2006 by entrepreneurial gamers who believe that player-focused game development can result in great games. In 2009, Riot released its debut title League of Legends to critical and player acclaim. As the most played video game in the world, over 100 million play every month. Players form the foundation of our community and it’s for them that we continue to evolve and improve the League of Legends experience.

We’re looking for humble but ambitious, razor-sharp professionals who can teach us a thing or two. We promise to return the favor. Like us, you take play seriously; you’re passionate about games. We embrace those who see things differently, aren’t afraid to experiment, and who have a healthy disregard for constraints.

That's where you come in.

As a Senior Brand Manager – China Publishing for TFT, you will lead the development and execution of brand and publishing strategies in China in partnership with Tencent. You’ll collaborate with internal Riot teams and external partners to help ensure campaigns and player-facing efforts resonate with local audiences while aligning with global brand direction.

You will own the localization and execution of brand and publishing strategies in China, ensuring strong alignment with global direction while driving locally relevant impact.Your role will help ensure that Riot’s strategy games maintain strong brand presence and player connection in the Chinese market. You will also contribute to the development and growth of the TFT and FFGS Esports brand in China, working to strengthen competitive identity and community engagement.

Responsibilities:

Brand Strategy Development

• Own and drive the development of localized brand strategies in China, in close partnership with Riot and Tencent stakeholders..
• Lead the review and strategic alignment of Tencent campaign plans and creative output, ensuring alignment with brand guidelines and Riot’s values.
• Own the articulation and communication of brand narratives and publishing plans for internal and external stakeholders.
  
  

Esports Brand Development

• Define and support the brand positioning for TFT and FFGS Esports in China
• Partner with esports, publishing, and Tencent teams to align competitive experiences with brand strategy
• Identify opportunities to grow esports fandom, visibility, and community engagement
• Ensure esports initiatives reinforce overall brand narrative and player connection

Publishing Collaboration

• Act as a key strategic partner to Tencent’s publishing and marketing teams, providing strategic guidance and driving alignment during campaign planning and execution.
• Coordinate with Riot global teams (product, creative, publishing) to communicate China-specific priorities and requests.
• Support the preparation of strategic updates and campaign evaluations based on Tencent and market feedback.

Player and Market Insights

• Lead the synthesis of player and market insights to inform brand strategy and campaign decisions on the Chinese TFT player communities, including preferences, cultural context, and engagement trends.
• Collaborate with insights teams to support research initiatives and apply findings to publishing decisions.
• Monitor industry trends and competitor activity to help inform brand adjustments.

Cross-functional Coordination

• Work closely with Riot China and global publishing teams to align messaging and player-facing efforts.
• Ensure campaign materials and communications reflect consistent tone and positioning.
• Support initiatives that build long-term player trust and brand familiarity in China.

Required Qualifications:

• 6+ years of experience in brand management, publishing marketing, or marketing coordination within gaming, entertainment, or digital media.
• Experience collaborating with partners or agencies to support marketing or publishing initiatives.
• Familiarity with gaming audiences, especially in strategy, autobattler, or competitive genres.
• Fluent in Mandarin Chinese and English, with strong communication and coordination skills.
• Demonstrated ability to own end-to-end brand strategy and execution while working cross-functionally and manage multiple stakeholders.
• Solid understanding of Chinese gaming culture and player expectations.

Desired Qualifications:

• Experience working with or supporting campaigns involving major publishers like Tencent.
• Knowledge of Riot’s IP and values, especially with a player-first mindset.
• Exposure to live service games and publishing pipelines.
• Experience or strong interest in esports, competitive gaming, or community-driven ecosystems
• Passion for strategy games on PC and mobile platforms.

For this role, you'll find success through craft expertise, a collaborative spirit, and decision-making that prioritizes the delight of players. We will be looking at your past studies, experience, and your personal relationship with games. If you embody player empathy and care about players' experiences, this could be your role!