Overview

The Marketing Manager will support the development of the local strategy and deliver marketing execution plans for Bethesda’s games portfolio in the local market – across multiple platform and content delivery systems and partners.

Working closely with the US, European, Asian and ANZ marketing teams, as Marketing Manager, you will own the goal of driving brand awareness, consideration and purchase intent of our products and both retaining and boosting revenue from our customer base post-release. You will work closely with your regional counterparts and the local marketing, PR, and community team to build a marketing approach for the local market based on global product strategies. In addition, working closely with first party partners in the region, you will support the Japanese and Australia Senior Management team’s in the development of specific pan Asia Pacific projects.

Key priorities

Campaign management – working with agency partners and both the global and regional teams to deliver best in class local campaigns, with a focus on digital performance marketing that align with our global product strategy
Insights and reporting – identifying key audience insights to take advantage of to improve the commercial performance of your product and managing the reporting of the effectiveness of our campaigns at a local level
Budget management – ensuring our product marketing campaigns remain on-budget, while actively making recommendations on how best to optimise our profit margins through adaptations to our campaign approach

Responsibilities

Research, strategy and insight:

Synthesise global marketing strategies into a local marketing approach for your local territory, working with the regional team to ensure plans remain aligned with our global go-to-market planIdentify and get under the skin of our target audiences in the territory; understanding what their motivators are and connecting those with our core product value propositions
Support the Publishing operation leader(s)’ communications with both the regional and global teams to ensure local analysis and planning is effectively communicated and in line with global objectives for each product
Support the strategy development of our marketing programs, including product monetization (providing local insight and recommendations), go-to-market planning for key product launches and cross-discipline marketing strategies that drive demand for Bethesda products
Analyse customer insights, market data and internal business intelligence to identify audience-centric marketing opportunities and deliver effective/efficient plans to reach product objectives
Monitor market trends, research consumer markets and competitor’s activities to identify opportunities and key issues for the market working with the wider local team
Stay on top of marketing communications trends and competitor activity to proactively recommend new and effective ways to deliver best-in-class campaigns

Activation

Where appropriate, take responsibility for ensuring our communication is localised to the optimum quality, working with the localization and regional marketing, PR and community teams to deliver these in a timely manner
Recommend new ways to both message and target our audience’s based on key insights that we have identified about their motivations to play games and their purchase behaviour
Execute marketing plans that drive demand, retention and revenue for Bethesda products – working closely with the company’s media agencies
Project manage key initiatives in your local market, working with the regional brand/PR/community teams and external stakeholders to ensure success
Review and adapt the customer lifecycle for products you manage, supporting the Publishing Japan leader(s) to identify any strategic pivots or tactical adaptations that we should activate to ensure we continuously improve our approach to marketing
Support the creation of assets for the product campaigns you manage; working with the regional HQ team, the global team and any agency partners to ensure high quality and strategically relevant creative is produced for your local marketing campaign
Evaluation and analytics of per-campaign marketing performance, including actionable recommendations on how we can take lessons learned and apply them to the next campaign
Share best practice with other local territories working closely with the US, European, Asian and ANZ (Australia and New Zealand) marketing teams
Develop high-impact ideas to help further the reach of our IP into new/high value audience groups, working with other disciplines (PR, community, sales, performance) as and when appropriate
Work with other disciplines such as Legal and Finance to ensure any activation ideas fall in line with legal requirements and company policy

Budgeting, Forecasting & Reporting

Monitor project KPIs and recommend methods to meet or exceed our forecasted targets
Manage marketing budget allocations and agency partners to deliver go to market plans for titles within your portfolio
Manage the purchase order process to ensure our accounting is up-to-date and consistent for the titles you manage
Work with the Publishing Japan leader(s) to develop business cases for additional budget to fund any local opportunities as and when they appear
Support the Publishing Japan leader(s) to deliver regular reporting on campaign performance

Cross department collaboration and communication:

Alongside the Publishing Japan leader(s), assist distribution partners in developing communications tools that deliver best practice retail executions.
Deliver joint marketing initiatives alongside your colleagues in PR, Community, Sales and Performance Marketing

External communications and events

Confident presenter – who can clearly present to a wide variety of audiences with varying levels of seniority (including retail, first party, internal senior management and consumer environments)
Support the Publishing Japan leader(s) to identify and establish partnership opportunities locally with various industry partners and brand partners from other industry verticals
Drive local consumer event initiatives in conjunction with community and PR teams, supporting them to keep alignment with the global brand strategy while championing any local opportunities to the regional marketing and PR teams

Required Experience/skillset

A Japanese speaker with strong verbal and written English language skills. Precisely speaking (Japanese : business level minimum and native level should be appealed, English : business level required but written English is critical for the business, verbal can be on-going development)
Minimum 2 years’ experience overseeing performance media campaigns across all digital media including emergent media e.g. social platforms
A minimum of four years’ experience in a marketing role (either in an agency or in-house).
Video game industry experience desired
Demonstrable, in-depth knowledge of the local and regional markets
Involved in the campaign of at least one AAA game or high-profile product launch with campaign budget responsibility
Experience in delivering presentations to a wide range of stakeholders at varying levels of seniority
Experience with working on through-the-line marketing campaigns; including ATL, performance media, direct, digital and social
A passion for games