Assistant Marketing Manager

About the Role

We are seeking a strategic and performance-driven Assistant Marketing Manager to lead and oversee marketing initiatives across our game portfolio.

In this role, you will be responsible for developing product-level marketing strategies, supervising campaign execution, driving performance optimization, and expanding business partnerships. You will work closely with Product, Operations, Community, and external partners to ensure marketing initiatives effectively support revenue growth, user acquisition, and brand positioning.

1. Marketing Strategy & Product Ownership

• Develop comprehensive marketing strategies for each game title, including launches, major updates, and live-service events.
• Define product positioning, target audience segmentation, and channel mix strategy.
• Align marketing objectives with product revenue targets and business KPIs.
• Establish structured marketing roadmaps (annual / quarterly planning).

1. Campaign Planning & Oversight

• Oversee integrated campaign planning and ensure execution excellence across all digital and offline channels.
• Manage campaign budgets, timelines, and performance targets.
• Ensure all marketing initiatives are well-structured, measurable, and aligned with brand guidelines.
• Review and optimize campaign concepts, creatives, and messaging before deployment.

1. Digital & Performance Marketing Management

• Supervise digital channel performance including paid ads, social media, influencers, and content marketing.
• Drive user acquisition strategy (CPI, ROAS, retention optimization).
• Analyze performance metrics (impressions, CTR, installs, conversions, ARPPU, ROI).
• Identify optimization opportunities and implement data-driven improvements.

1. Market Research & Trend Analysis

• Conduct ongoing competitor benchmarking and industry analysis within the gaming market.
• Monitor player behavior trends, monetization patterns, and emerging marketing channels.
• Provide strategic insights to improve campaign effectiveness and product positioning.

1. Business Development & Partnership Expansion

• Identify and develop relationships with media platforms, influencers, agencies, and strategic partners.
• Explore cross-promotion and co-marketing opportunities.
• Strengthen external collaboration to enhance brand exposure and reduce acquisition cost.

1. Cross-Functional Leadership & Team Support

• Collaborate closely with Product, Game Master, Community, and Operations teams to align marketing strategies with live operations.
• Provide guidance and mentorship to marketing executives and junior team members.
• Improve internal workflow and campaign planning processes.
• Act as secondary marketing lead when required.

Requirements

• 5+ years of experience in digital marketing, campaign strategy, or game publishing.
• Strong understanding of game lifecycle marketing (pre-launch, launch, live-ops).
• Proven experience managing integrated marketing campaigns.
• Solid knowledge of performance marketing and user acquisition strategies.
• Strong analytical skills with ability to translate data into actionable insights.
• Proficient in English, with working knowledge of Mandarin required to support business interactions with Mandarin-speaking customers.
• Strong leadership and project management skills.

• Experience in game publishing or entertainment industry.
• Experience managing marketing budgets and ROI targets.
• Existing network within gaming media, KOL, or agency ecosystem.
• Understanding of monetization strategy and player lifecycle management.