Marketing Manager Games (China)
We’re looking for a strategic, hands-on Marketing Manager for the Chinese market with extensive knowledge of China’s gaming landscape and a strong passion for video games.
This role owns the planning, localization, execution, and performance of marketing campaigns for our games in mainland China. The primary focus will be premium PC games released on Steam, with additional responsibility for console titles.
You will lead campaigns across Chinese social media, content creator and influencer partnerships, PR, media relations, community channels, and online and offline events. You will combine local market expertise, creative thinking, strong industry relationships, and data-driven execution to grow awareness, wishlists, sales, and long-term player communities for Beep’s titles in China.
The ideal candidate has a proven record of successfully marketing PC or console games to Chinese players, understands how Chinese gaming communities discover and discuss new titles, and can independently turn a global marketing strategy into an effective and culturally relevant campaign for China.
What You’ll Do
China Marketing Strategy & Execution
- Develop and execute end-to-end marketing strategies for video game titles in mainland China, aligned with global publishing plans and company goals
- Lead go-to-market campaigns for PC games on Steam, as well as selected PlayStation, Nintendo Switch, and Xbox releases for our Hong Kong console releases
- Define target audiences, positioning, key messages, channel strategies, campaign milestones, and performance goals for each title
- Create detailed campaign roadmaps covering announcements, demos, Steam festivals, wishlists, pre-launch activity, release, updates, discounts, downloadable content, and long-term support
- Manage marketing timelines, budgets, agencies, deliverables, approvals, and reporting across multiple projects
- Adapt global campaigns for the Chinese market while maintaining each game’s brand identity and creative direction
- Provide local market research, competitor analysis, player insights, platform trends, and cultural guidance to inform global publishing decisions
- Identify opportunities involving local holidays, gaming trends, memes, community interests, and relevant cultural moments
- Present titles, campaign strategies, performance results, and market recommendations to internal teams, developers, partners, and other stakeholders
- Coordinate with publishing, production, localization, design, business development, and external partners to deliver campaigns on time and within budget
- Continuously optimize campaigns based on performance data, market developments, community feedback, and player behavior
Social Media, Community & Content
- Develop and execute China-specific social media and community strategies across platforms such as REDnote/Xiaohongshu, Douyin, Bilibili, Weibo, WeChat, QQ, HeyBox, and TapTap
- Determine the appropriate role, audience, content format, and publishing cadence for each platform rather than applying one strategy across all channels
- Establish, manage, and grow official accounts and player communities for Beep and its games
- Plan and produce locally relevant short-form and long-form content, including posts, short videos, trailers, livestreams, articles, developer stories, interviews, guides, community activities, and editorial features
- Write, edit, and approve high-quality Simplified Chinese marketing copy that is natural, engaging, culturally appropriate, and consistent with each title’s brand voice
- Adapt global creative assets and campaign messaging for Chinese audiences, working with design, video, and localization teams where required
- Manage content calendars, publishing schedules, community responses, moderation, and escalation procedures
- Build long-term relationships with Chinese player communities and identify recurring questions, concerns, and sentiment
- Monitor community discussions, platform trends, competitor activity, and player feedback, and share actionable insights with internal teams and developers
- Use platform analytics and audience behavior to improve content themes, formats, timing, and long-term channel growth
- Develop community initiatives that encourage organic discussion, user-generated content, recommendations, and player advocacy
Content Creators, Influencers & Livestreamers
- Develop and execute content creator, influencer, KOL, KOC, and livestreamer campaigns for PC and console games in China
- Identify and evaluate relevant creators across Bilibili, Douyin, REDnote, Weibo, livestreaming platforms, and other gaming communities
- Build and maintain a structured creator database covering audience profile, game preferences, platform reach, engagement, previous performance, pricing, and relationship history
- Develop creator strategies that include a suitable mix of large, mid-tier, specialist, and emerging creators
- Manage creator outreach, briefings, negotiations, contracts, content schedules, game-key distribution, sponsored content, livestreams, reviews, previews, and event participation
- Create clear campaign briefs while allowing creators sufficient flexibility to produce authentic content for their audiences
- Review proposed concepts, scripts, messaging, and deliverables to ensure quality, accuracy, brand alignment, and compliance with relevant platform requirements
- Build genuine, long-term relationships with creators rather than relying solely on one-off paid placements
- Work directly with creators and agencies while assessing when campaigns can be managed more effectively in-house
- Track creator performance using reach, views, engagement, sentiment, traffic, wishlists, conversions, cost efficiency, and other relevant measures
- Produce post-campaign evaluations and use the results to improve future creator selection, budgets, formats, and partnerships
- Demonstrate a proven record of delivering successful creator or influencer campaigns for games in China
PR, Media Relations & Partnerships
- Develop and execute PR and communications plans for announcements, demos, launches, major updates, events, partnerships, and company news
- Write and distribute professional Simplified Chinese press releases, media pitches, press kits, fact sheets, interview materials, and announcements
- Build and maintain relationships with Chinese gaming media, technology media, entertainment outlets, editors, journalists, reviewers, and community administrators
- Proactively pitch stories, interviews, previews, reviews, features, and other coverage opportunities
- Manage review-code and preview-code distribution, follow-ups, coverage tracking, and media reporting
- Serve as a local spokesperson or company representative for media interviews, presentations, panels, livestreams, and partner meetings when required
- Coordinate with platform holders, Steam-related communities, agencies, licensors, distribution partners, and other industry stakeholders
- Support partnerships, brand collaborations, cross-promotions, and IP-related opportunities relevant to Chinese audiences
- Monitor press coverage and public sentiment and coordinate responses to sensitive issues or potential communications risks
- Ensure public-facing communications are accurate, timely, culturally appropriate, and aligned with internal messaging
Events & Industry Representation
- Plan, manage, and execute online and offline gaming events in China, including exhibitions, conventions, showcases, livestreams, launch events, media previews, creator sessions, and community gatherings
- Evaluate event opportunities and recommend participation based on audience fit, expected impact, cost, and available resources
- Manage event objectives, budgets, schedules, booth or presentation requirements, staffing, assets, logistics, partners, and promotional activity
- Represent Beep and its games professionally at gaming events, media sessions, panels, partner meetings, and community activities
- Coordinate demonstrations, presentations, interviews, creator visits, livestreams, giveaways, and player engagement
- Work with internal teams and developers to prepare builds, trailers, key art, merchandise, talking points, and other event materials
- Track event results and provide clear post-event reports, recommendations, and follow-up actions
- Be available for business travel and occasional evening or weekend work when required for launches, livestreams, and events
Steam & PC Game Marketing
- Understand how Chinese PC players discover, evaluate, discuss, purchase, and recommend games on Steam
- Develop campaigns designed to increase Chinese-language awareness, demo participation, wishlists, community engagement, and sales
- Coordinate China-focused activity around Steam festivals, demos, livestreams, announcements, launch periods, updates, and seasonal sales
- Review Simplified Chinese Steam store pages, announcements, community posts, trailers, screenshots, and other customer-facing assets
- Work with localization and production teams to identify issues that could affect player reception, store-page performance, reviews, or launch readiness
- Monitor Chinese-language Steam reviews, community discussions, sentiment, and recurring player feedback
- Translate market and community insights into practical recommendations for store-page optimization, messaging, content, localization, and product support
- Maintain a strong understanding of PC gaming trends in China, including premium games, indie games, genre preferences, pricing expectations, and competing releases
Console Game Marketing
- Support local marketing campaigns for PlayStation, Nintendo Switch, and Xbox titles where applicable
- Understand the differences between PC and console audiences, communities, purchasing behavior, and campaign opportunities in China
- Coordinate with internal teams and platform partners on approved messaging, assets, campaign timing, promotions, and events
- Adapt campaign plans to reflect platform-specific audiences and communication requirements
Reporting & Analysis
- Establish clear objectives and KPIs for each campaign, channel, creator initiative, PR activity, and event
- Track and analyze marketing performance across all relevant platforms
- Measure metrics such as reach, engagement, follower growth, video performance, media coverage, sentiment, traffic, Steam wishlists, demo participation, conversion, sales, and ROI
- Maintain dashboards and regular reports that clearly communicate results, risks, learnings, and recommended actions
- Provide timely campaign updates and post-campaign evaluations to internal stakeholders and development partners
- Use data to improve channel selection, content planning, creator partnerships, media outreach, event participation, and budget allocation
- Distinguish meaningful business results from superficial reach or vanity metrics
- Set measurable benchmarks and use previous campaign performance to improve future launches
What You Bring
- Native-level Simplified Chinese and Mandarin, with excellent Chinese copywriting, editing, presentation, and communication skills
- Professional working proficiency in English, both written and spoken
- At least three years of relevant marketing experience, preferably within video games, digital entertainment, technology, or a closely related industry
- Hands-on experience developing and executing game-marketing campaigns for mainland China
- A proven record of marketing PC games on Steam, console games, or other premium game releases to Chinese audiences
- Strong practical knowledge of REDnote/Xiaohongshu, Douyin, Bilibili, Weibo, WeChat, QQ, and relevant gaming communities
- Proven experience planning and managing content creator, influencer, KOL, KOC, or livestreamer campaigns
- Existing knowledge of, or relationships with, Chinese gaming creators, media outlets, agencies, communities, and industry partners
- Experience writing press releases, pitching media, managing review campaigns, and securing earned coverage
- Experience planning or representing a company at online and offline gaming events
- Deep understanding of Chinese video game culture, PC and console platforms, player communities, and content trends
- Strong understanding of platform-specific content standards, advertising rules, disclosure expectations, and operational requirements
- Ability to assess marketing content for cultural sensitivity, reputational risk, and local appropriateness
- Data-driven mindset with the ability to translate analytics and community feedback into clear actions
- Strong creative judgement across branding, visual assets, video, social content, and campaign execution
- Excellent project management, organization, budgeting, negotiation, and cross-team communication skills
- Ability to manage multiple titles and campaigns simultaneously in a fast-paced international environment
- Proven ability to work independently, take ownership, identify problems, and propose practical solutions
- Ability to collaborate effectively with remote teams across multiple countries and time zones
- Genuine passion for video games, particularly PC, Steam, indie, and console games
Bonus Points If You Have:
- Experience launching games from international publishers or developers in mainland China
- Experience marketing indie, premium, single-player, simulation, strategy, RPG, action, or multiplayer PC games
- An established network of Chinese gaming media, Bilibili creators, Douyin creators, livestreamers, or community leaders
- Experience managing paid social media, creator seeding, performance advertising, or media-buying campaigns in China
- Experience with SEO, search trends, content marketing, editorial planning, or video production
- Experience operating official brand or game accounts across multiple Chinese platforms
- Experience with Steamworks, Steam store-page optimization, Steam events, or Steam Community management
- Experience supporting game localization, culturalization, or Chinese-language QA
- Familiarity with console-platform marketing and relationships involving Sony, Nintendo, or Microsoft
- Experience managing agencies, vendors, contracts, procurement, and campaign budgets in China
- Experience handling sensitive community, PR, or reputation-management situations
- Professional or Conversational Japanese language ability
Opportunity to relocate:
- We are offering the opportunity for you to relocate and work at our HQ in Tokyo, Japan after a certain period of time and depending on work performance. (Support with visa application etc.)
Why Join BEEP?
Work in an international environment: Collaborate with a diverse team of industry veterans, developers, and partners from around the world.
Build our presence in China: Take ownership of how Beep and its games are introduced to and experienced by Chinese players.
Make a direct impact: Your campaigns will directly influence awareness, wishlists, community growth, media coverage, and sales.
Work on a wide range of games: Support diverse PC and console titles, from distinctive indie releases to larger international projects.
Own campaigns from strategy through execution: Develop the plan, build the relationships, launch the campaign, and use the results to improve what comes next.
Flexible and results-driven culture: Take responsibility for your work while collaborating with a supportive international team.
If you have a proven record of marketing PC or console games in China, deep knowledge of Chinese social media and gaming communities, and a passion for connecting great games with the right players, we would love to hear from you.
Job Types: Full-time, Contract
Contract length: 12 months
Application Question(s):
- As part of the application process, you'll be required to submit a simple marketing exam for a hypothetical game launch. This test will help us understand your strategic thinking and creative approach to marketing. Are you willing to submit a simple marketing plan?
- Have you directly planned and executed a marketing campaign for a PC game released on Steam?
- Which of the following platforms have you managed professionally?
REDnote/Xiaohongshu
Douyin
Bilibili
Weibo
WeChat
QQ
HeyBox
TapTap
- Have you personally managed paid or organic campaigns with Chinese gaming content creators, influencers, KOLs, KOCs, or livestreamers?
- Please provide one or two examples of game-marketing campaigns you managed in China. Briefly describe your role, the platforms used, the budget or campaign scale, and measurable results.
- Have you written or managed Simplified Chinese press releases and worked directly with Chinese gaming media?
- Are you able to attend gaming events in China and travel for business when required?
- Do you have any experience working at a gaming company?
Experience:
- marketing: 2 years (Required)
Language:
- English (Required)
- Chinese (Required)
