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IP & Experiential Marketing Manager

thatgamecompany· Marketing
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China - ShanghaiFull-timePosted 2mo ago

About the role

Key leader in the China Marketing team driving integrated IP entertainment marketing and offline experiential initiatives for thatgamecompany's IPs. Develop strategies, integrate premium resources, and translate virtual IP universes into immersive experiences to expand brand reach and foster fan emotional connection.

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.

Qualifications

  • 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.
Last updated Aug 20, 2026. Interested? Apply on the company site.

About thatgamecompany

is a game studio dedicated to creating timeless interactive entertainment that inspires human connection worldwide.

thatgamecompany is a game studio dedicated to creating timeless interactive entertainment that inspires human connection worldwide.

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