Riot Games was founded in 2006 by entrepreneurial gamers who believe that player-focused game development leads to great games. Our debut title, League of Legends, launched in 2009 to critical and player acclaim and has since become one of the most played games in the world, with over 100 million monthly players.
At Riot, players are at the center of everything we do. We're looking for humble, ambitious, and sharp professionals who are passionate about games and unafraid to challenge convention. In return, we'll challenge and support you to grow.
As a Consumer Product Business Operations Lead within the China Consumer Products & Experiences (CPX) team, you will be the commercial engine driving the holistic strategy and execution of Riot's merchandise business. This is a highly versatile role where you will oversee end-to-end business operations across both B2B (distribution/key accounts) and B2C (E-commerce) channels. Moreover, you will drive the development of new retail channels, with a focus on expanding offline presence. At the same time, this role is designed to evolve with the team's priorities. You'll operate in a dynamic environment where opportunities and needs may shift, and where success often comes from stepping beyond defined channels. In partnership with the broader CPX team, you may contribute to cross-channel or cross-business initiatives—that support our overall commercial goals. Ultimately, your work will help deliver cohesive, player-focused experiences and drive sustainable growth for Riot's merchandise business.
You're a commercially driven builder who thrives in ambiguity and pushes boundaries. You think in terms of both player experience and P&L, balancing creativity with business impact. You believe in teamwork ("we over me") and are motivated to create authentic, engaging experiences that resonate with players.
You will report into China & Korea CPX Head.
- Holistic Business Operations (B2B & B2C): Manage and optimize day-to-day commercial operations across both Direct-to-Consumer E-commerce platforms (e.g., Tmall, JD, Douyin) and B2B distribution channels. Ensure seamless integration between supply chain, marketing, and sales to achieve revenue and profitability (P&L) targets.
- Channel BD & Expansion: Lead proactive Business Development efforts to unlock new retail and distribution partnerships. Act as the primary driver for CPX's expansion into new areas, identifying key local distributors, establishing cross-border e-commerce setups, and building a sustainable regional footprint.
- Own Channel Strategy & Planning: Define and execute comprehensive annual and quarterly business plans across all channels. Tailor promotions, product assortments, and commercial strategies based on distinct platform rhythms (e.g., Double 11, 618) and regional market nuances.
- Manage Key Partnerships: Lead Riot's business relationships with strategic domestic partners and newly acquired partners. Work with key accounts to plan CPX x Publishing/Marketing events that cover major game beats every year.
- Drive Campaigns & Commercial Performance: Plan and execute integrated commercial campaigns. Collaborate with the broader CPX marketing and creative teams to ensure communication and promotion strategies hit ROI objectives across both B2B and B2C landscapes.
- Operational & Execution Excellence: Manage external agencies, e-commerce Trade Partners (TPs), and customer service teams to ensure high-quality delivery. Establish operational SOPs that align with Riot's premium standards for player experience.
- Integrate Product, Content & Commerce: Collaborate with product teams, merchants, and KOLs/influencers to deliver cohesive campaigns that convert and engage players, bridging the gap between physical goods and digital IP.
- Analyze & Optimize Performance: Provide regular performance reporting across all business units. Generate actionable data insights and drive agile optimizations ("read & react") to improve sales conversion, channel health, and overall business results.
- Support player-facing experiences
Partner with Publishing, Esports, and regional teams to support offline events and merchandise experiences that deepen player engagement.
- Bachelor's degree or above
- 8+ years of experience in B2B/key accounts/B2C and/or new retail channel opening and management;
- Proven track record leading campaigns on retailing experience
- Experience and networks in offline retail distribution and partner management is a strong plus
- Strong understanding of China's IP consumer products commerce ecosystem and channel landscape
- Familiarity with retail channels and consumer insights
- Experience managing offline retailing partners, including operations and customer service
- Strong analytical and problem-solving skills
- Ability to collaborate across functions and influence stakeholders
- Excellent communication skills in both English and Chinese
- Proficiency in Microsoft Office Suite
Desired Qualifications:
- Experience with collectible toys or IP-driven consumer products
- Passion for games, and a strong player mindset
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!
