IP & Experiential Marketing Manager

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