Marketing Manager / Lead (BiG) - China

About the role

Yodo1's BiG (Brand in Games) division, which handles IP licensing and strategic partnerships, is looking for a Marketing Manager / Lead to own and develop its marketing function. This is not a traditional campaign-execution role: the person sets the strategy, builds marketing capabilities from 0 to 1 and takes ownership of measurable results. The role is fully remote, work-from-anywhere.

Key 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 rhythm as the business grows.
• Partner with Business Development and Licensing to generate qualified opportunities and accelerate commercial conversations.
• Develop demand-generation strategies and campaigns for game developers, licensors and partners.
• Own the content and thought-leadership strategy across LinkedIn, WeChat, webinars, industry media, case studies and customer stories.
• Plan marketing around key industry moments such as ChinaJoy, Gamescom, GDC, webinars, partner announcements and IP launches.
• Establish KPIs and reporting frameworks, use data to optimise activities, and use AI and automation to redesign workflows.
• Own and optimise the marketing tech stack (HubSpot, CRM workflows, email automation, landing pages, analytics).
• Coordinate external agencies, freelancers and partners, and stay hands-on on critical campaigns and content.

Required profile

• 5+ years of experience in B2B marketing, gaming, technology, SaaS, licensing or a related sector, with growing ownership.
• Proven track record of owning marketing strategy and building a marketing function from 0 to 1.
• Ability to work independently with limited structure and to judge where marketing creates the most value.
• Strong analytical skills, KPI definition and stakeholder management; excellent English and native Mandarin.
• Genuine interest in gaming, IP, entertainment and technology.

Required skills

• B2B demand generation, content marketing, lifecycle marketing, brand positioning and marketing operations.
• HubSpot or equivalent CRM/marketing automation platform.
• Experience using AI tools and automation in marketing workflows.

What we offer

• Pay based on qualifications, experience and fit, with an allowance to buy your own device and an annual bonus.
• Work from anywhere, flexible hours and unlimited paid time off.
• A supportive, fast-learning team across six continents and 30+ countries.