Consumer Products Retail Business Development Manager - Consumer Products & Experiences (CPX)

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!