Sr. Manager, Brand Management – League of Legends: Wild Rift

Riot Games was founded in 2006 by a group of passionate gamers who believed that player-focused development could create truly exceptional games. In 2009, we released League of Legends to critical and global acclaim. Today, it remains one of the world’s most-played games, with millions of players engaging each month. Players are the foundation of everything we do, and it’s for them that we continue to challenge ourselves, evolve our craft, and push the boundaries of what great experiences can look like.

Brand Management at Riot exists to earn and protect player trust, inspire curiosity and interest, and help define the meaning behind our games and experiences. We believe a strong brand connects deeply with players, tells an authentic story, and leads them toward memorable experiences.

As the Sr. Manager, Brand Management for League of Legends: Wild Rift, you will own the end-to-end brand narrative and holistic global brand & product marketing strategy for Wild Rift. You’ll develop a deep understanding of current players and future audiences across an ever-evolving competitive and cultural landscape. You will lead a talented team of brand managers to create bold, culturally resonant, and player-centered integrated experiences—experiences that capture imagination, fuel long-term engagement, and expand Wild Rift’s global footprint.

This role is both highly strategic and hands-on. You will operate at senior altitudes while maintaining the curiosity, analytical rigor, and adaptability needed to continuously optimize campaign craft and player engagement. You are a collaborative leader who thrives in ambiguity, a mentor who invests in people’s growth, and a connector who brings teams together to achieve outcomes no single discipline can achieve alone.

In this Shanghai-based role, you will also work closely with regional publishing teams and Tencent partners to align on strategy, strengthen market presence, and ensure Wild Rift’s brand evolves meaningfully across diverse global audiences.

Responsibilities

Leadership & Team Development

• Build, guide, and inspire a high-performing brand management team that drives sustainable player growth and champions excellence in brand craft.

• Mentor and support career development for team members while ensuring work quality meets world-class expectations and discipline standards.

• Foster a team culture rooted in Riot’s values—player empathy, craft mastery, curiosity, and respect for diverse perspectives.

Brand Strategy & Vision

• In partnership with Game Leadership, evolve and articulate a differentiated global brand strategy for Wild Rift across multiple platforms.

• Drive long-term brand vision, objectives, and roadmapping, ensuring coherence between brand ambition and player needs.

• Lead the development of culturally relevant narratives that resonate across global markets and inspire players and partners alike.

Integrated Product Marketing & Campaign Excellence

• Own campaign strategy, player journeys, and marketing frameworks for all global Wild Rift beats—including engagement, player sentiment, awareness, consideration, and acquisition.

• Leverage insights, experimentation, and continuous optimization to elevate campaign craft and performance.

• Champion cross-disciplinary collaboration with Game Development, Publishing, and Shared Services teams to deliver innovative, high-quality, and integrated player experiences.

Global Publishing & Regional Partnership

• Provide strategic guidance and oversight to regional publishing teams to ensure brand cohesion and impactful local executions across the globe.

• Serve as the accountable leader for day-to-day partnership with Tencent (K6) as the publisher of Wild Rift in China—including alignment on brand strategy, partnership management, community communication, and cross-team coordination.

• Anticipate emerging market opportunities and player needs to guide brand evolution in a dynamic global landscape.

Insights, Measurement & Craft Maturity

• Set top-level KPIs for marketing efforts, guide measurement plans, and collaborate with research partners to deepen understanding of current and future audiences.

• Elevate the team’s ability to integrate insights, cultural analysis, and player feedback into strategies and creative development.

Game Leadership Contribution

• Contribute to Wild Rift’s broader game leadership discussions, helping shape long-term strategy for the game and the League of Legends ecosystem.

• Advocate for player-first decision-making and cohesive storytelling across all touchpoints.

Required Qualifications

• 8+ years of brand and/or product marketing experience in games, entertainment, or adjacent categories.

• 3+ years of management experience in an international, matrixed organization.

• Demonstrated success in campaign strategy, development, and execution.

• Proven ability to both drive measurable business outcomes and elevate brand resonance.

• Deep familiarity with the fast-moving global games marketing landscape, competition, and emerging trends.

• Fluency in both Mandarin Chinese and English, with the ability to build strong relationships and guide teams across language and culture.

• Exceptional communication skills and executive presence—both written and verbal.

• Experience building communication frameworks that reconcile cultural, technological, and product requirements with clarity and alignment.

Desired Qualifications

• Experience working on cross-platform game products.

• Experience contributing to globally recognized brands with passionate, highly engaged audiences.

• Experience operating in mature live-service environments, and across different stages of product development.

• Experience partnering with or facilitating work across strategy, creative, or brand agencies.

• Strong organizational management and cross-functional leadership skills.