IP & Experiential Marketing Manager
Read straight from thatgamecompany's careers page, verified 3d ago.Seekless can tailor your résumé to it.
Seekless can write your résumé for this posting first.
Before you apply
LocationChina - Shanghai
Work modeon-site
Typefull-time
SenioritySenior
Experience5+ yrs
DepartmentMarketing
Company size201–500 people
PostedAug 13, 2026 · 2mo ago
Verified live3d ago
May no longer be actively hiring
Posted by the company on Aug 13, 202669% of this company's open roles have been listed for 90+ days
At a glanceSummarised by Seekless from the posting.
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
Deep appreciation for animation, exhibitions, and fan culture
High aesthetic sensibility and strategic capacity to turn digital IP lore into world-class physical touchpoints
Outstanding end-to-end project management, agency management, and negotiation skills
Adept at managing complex budgets, multi-vendor execution, and tight timelines
Professional fluency in both Mandarin and English
Passionate about gaming and art, deeply aligned with TGC's core philosophy of emotional connection and artistic expression
About the role
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.
Responsibilities
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
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.