Senior Brand Marketing Manager [USA]

HoYoverse creates immersive virtual world experiences and is seeking a Senior Brand Marketing Manager to grow Genshin Impact’s player base in North America. The role focuses on audience strategy, media campaign planning and execution, brand awareness, player acquisition and retention, campaign measurement, and strengthening local media capabilities.

Responsibilities:

• Partner with Shanghai team to do the strategic plan on targeting new audience segments
• Increase new install lift for existing live service beats
• Increase brand awareness and shifting intent for aware, but non-players
• Call back churn user with important beats
• Deliver high-impact media campaigns
• Design overall media campaign with Shanghai team
• Source suitable venders and manage the whole process for media plan execution
• Set and achieve ambitious media campaign objectives
• Conduct brand lift studies and track awareness KPIs Work with external partners on joint / co-marketing campaigns if necessary
• Increase overall in-house media capabilities
• Work with internal stakeholders to adapt and better utilize (creative and localization) resources for NA market
• Explore and maintain NA local media resource
• Negotiate with media agencies and partners to deliver the most value
• Establish results-oriented post-mortem process

Requirements:

• Strong organizational and planning skills
• Excellent time and efficiency management skills
• Fluent with social analytics tools
• Good habit of focusing on details
• Strong written and verbal communication and presentation skills
• Ability to think critically and solve problems
• You demonstrate enthusiasm passion and strong interests in Game
• Experience in cross-departmental cooperation and teamwork
• Team player with strong work ethic, keen to work in a fast-paced, entrepreneurial environment
• Gaming background, have launched one major AAA integrated media campaign
• Free-to-play / live service campaign is a big plus
• Chinese is a big plus