Riot Games was established in 2006 by entrepreneurial gamers who believe that player-focused game development can result in great games. In 2009, Riot released its debut title League of Legends to critical and player acclaim. As the most played video game in the world, over 100 million play every month. Players form the foundation of our community and it’s for them that we continue to evolve and improve the League of Legends experience.

We’re looking for humble but ambitious, razor-sharp professionals who can teach us a thing or two. We promise to return the favor. Like us, you take play seriously; you’re passionate about games. We embrace those who see things differently, aren’t afraid to experiment, and who have a healthy disregard for constraints.

That's where you come in.

As Senior Brand Manager – TFT, you will support the development and execution of brand and publishing strategies in China in partnership with Tencent. You’ll collaborate with internal Riot teams and external partners to help ensure campaigns and player-facing efforts resonate with local audiences while aligning with global brand direction.

While you won’t own the overall brand strategy, you’ll contribute to its implementation by coordinating reviews, collecting insights, and facilitating alignment between Riot and Tencent. Your role will help ensure that Riot’s strategy games maintain strong brand presence and player connection in the Chinese market.

Responsibilities:

Brand Strategy Support

• Lead the development of localized brand strategies by providing input and coordinating with Riot and Tencent stakeholders
• Help review Tencent campaign plans and creative work, ensuring alignment with brand guidelines and Riot’s values
• Assist in the documentation and communication of brand narratives and publishing plans for internal and external stakeholders

Publishing Collaboration

• Serve as a point of contact for Tencent’s publishing and marketing teams, offering feedback and support during campaign planning and execution
• Coordinate with Riot global teams (product, creative, publishing) to communicate China-specific priorities and requests
• Support the preparation of strategic updates and campaign evaluations based on Tencent and market feedback

Player and Market Insights

• Gather and share insights on the Chinese TFT player communities, including preferences, cultural context, and engagement trends
• Collaborate with insights teams to support research initiatives and apply findings to publishing decisions
• Monitor industry trends and competitor activity to help inform brand adjustments

Cross-functional Coordination

• Work closely with Riot China and global publishing teams to align messaging and player-facing efforts
• Ensure campaign materials and communications reflect consistent tone and positioning
• Support initiatives that build long-term player trust and brand familiarity in China

Required Qualifications:

• 5+ years of experience in brand management, publishing marketing, or marketing coordination within gaming, entertainment, or digital media
• Experience collaborating with partners or agencies to support marketing or publishing initiatives
• Familiarity with gaming audiences, especially in strategy, autobattler, or competitive genres
• Fluent in Mandarin Chinese and English, with strong communication and coordination skills
• Demonstrated ability to work cross-functionally and manage multiple stakeholders
• Solid understanding of Chinese gaming culture and player expectations

Desired Qualifications:

• Experience working with or supporting campaigns involving major publishers like Tencent
• Knowledge of Riot’s IP and values, especially with a player-first mindset
• Exposure to live service games and publishing pipelines
• Passion for strategy games on PC and mobile platforms

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 Retail Business Development Manager within the China Consumer Products & Experiences (CPX) team, reporting to China CPX Business Operation Lead, you will primarily drive the strategy and execution of Riot’s B2B business model and 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—whether B2B or B2C—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.

Responsibilities:

• Own channel strategy & planning. Define and execute B2B and new channel (especially offline retail) strategies, including annual planning across promotions, content, and budget to achieve revenue and KPI targets.
• Manage key partnerships. Lead Riot’s B2B business with strategic partners (e.g., Tencent), driving alignment on business goals while identifying new opportunities in offline retail and distribution. Work with KA such as Tencent on CPX X Publishing/Marketing events planning to cover major beats every year.
• Drive campaigns & commercial performance. Plan and execute integrated campaigns across B2B and new channels, tailoring communication and promotion strategies based on platform rhythms and ROI objectives.
• Expand channel opportunities. Build and maintain strong relationships with distributors and platforms; lead negotiations aligned with pricing and channel strategies; unlock new initiatives and growth opportunities.
• Lead agency & execution excellence. Manage external agencies to ensure high-quality delivery of campaigns and content, on time and aligned with Riot standards.
• Integrate product, content & commerce. Collaborate with product teams, merchants, and KOLs to deliver cohesive campaigns that convert and engage players.
• Analyze & optimize performance. Provide regular performance reporting, generate insights, and drive agile optimizations (“read & react”) to improve results.
• Support player-facing experiences. Partner with Publishing, Esports, and regional teams to support offline events and merchandise experiences that deepen player engagement.

Required Qualifications:

• Bachelor’s degree or above
• 5+ years of experience in B2B/key accounts 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

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!