Marketing Manager/Lead (BiG) - China

About the role

Yodo1 is a global mobile gaming company with billions of downloads across its portfolio. It helps game developers grow successful titles and works with major intellectual property owners, including Hasbro, Paramount, Legendary, and Sony Pictures, as well as leading game studios worldwide. BiG (Brands in Games) is Yodo1's IP licensing and strategic partnerships division. The company is looking for a Marketing Manager/Lead to build and own BiG's marketing function, translating commercial objectives into a clear strategy that strengthens market positioning, generates qualified business opportunities, supports strategic partnerships, and builds scalable marketing capabilities. This is a strategic and hands-on role rather than a traditional campaign-execution position. The successful candidate will define priorities, establish processes, use AI and automation to improve marketing operations, and take responsibility for measurable business outcomes across China and international markets.

Responsibilities

• Define BiG's positioning, messaging, target audiences, channel strategy, and marketing roadmap across China and international markets. Build and improve marketing capabilities, processes, systems, and operating practices as the business scales.
• Work closely with Business Development and Licensing to identify opportunities for marketing to generate qualified leads and accelerate commercial discussions. Develop demand-generation strategies and campaigns targeting game developers, licensors, and strategic partners.
• Own content and thought-leadership strategy across LinkedIn, WeChat, webinars, industry media, case studies, customer stories, and other relevant channels. Develop marketing initiatives around industry events such as ChinaJoy, Gamescom, and GDC, as well as webinars, partner announcements, and IP launches.
• Identify and develop stories around partnerships, market trends, customer success, IP opportunities, and BiG's position in the gaming ecosystem. Establish KPIs and reporting frameworks to measure pipeline contribution, lead generation, engagement, brand visibility, and commercial outcomes.
• Use data to determine which activities should be expanded, changed, automated, or discontinued. Apply AI and automation to improve marketing workflows, content quality, lead generation, and operational efficiency.
• Own and optimize the marketing technology stack, including HubSpot, CRM workflows, email automation, landing pages, analytics, and supporting tools. Build scalable lead-generation and nurturing processes with Business Development. Coordinate external agencies, freelancers, partners, and internal stakeholders, while remaining hands-on with critical campaigns and marketing deliverables.
• Continuously evaluate how BiG's marketing function should evolve as its business, products, and strategic partnerships grow.

Requirements

• At least 5 years of experience in B2B marketing, gaming, technology, SaaS, licensing, entertainment, or another relevant sector, with increasing ownership and responsibility. Demonstrated experience owning marketing strategy rather than only executing campaigns created by others.
• Proven ability to translate business objectives into marketing priorities, plans, and measurable outcomes. Experience building or significantly improving a marketing function, capability, process, channel, or program from 0 to 1.
• Strong independent judgment and the ability to work effectively with limited structure or predefined processes. A strong understanding of B2B demand generation, content marketing, lifecycle marketing, brand positioning, and marketing operations.
• Experience with marketing technology such as HubSpot or equivalent CRM and marketing automation platforms. Practical experience using AI tools and automation in marketing workflows, alongside a strong interest in continuously improving marketing processes.
• Strong analytical skills, including defining KPIs, measuring performance, and making data-driven prioritization decisions. Strong project and stakeholder-management skills, including coordinating multiple functions and initiatives.
• Excellent written and verbal communication skills in English. Ability to work effectively across global, distributed teams. Genuine interest in gaming, entertainment, intellectual property, and technology. Native Chinese (Mandarin) is required.
• Nice to Have:
• Experience in gaming, IP licensing, entertainment, media, or strategic partnerships. Experience marketing to game developers or other B2B audiences in China. Experience supporting sales or business development with measurable pipeline-generation objectives.
• Experience developing thought leadership, industry reports, and webinars. Experience attending or supporting international events such as ChinaJoy, Gamescom, and GDC. Familiarity with LinkedIn, WeChat, Chinese digital platforms, paid acquisition, SEO, and performance marketing. Experience working in an entrepreneurial, rapidly evolving, or relatively unstructured business unit, as well as managing agencies and freelancers.

Benefits

• Fully remote work from anywhere in the world, flexible working hours, and unlimited paid time off. An allowance is provided for purchasing personal equipment or devices, alongside variable compensation through an annual bonus program. The company offers professional growth opportunities, autonomy to experiment and implement ideas, and a supportive international team spanning six continents and more than 30 countries.