Marketing Manager

Hoyoverse; Singapore; On-site; SGD 120,000 - 180,000; Full time

Job summary

HoYoverse is seeking a senior marketer to lead localized brand strategy and campaigns across Southeast Asia. You will set objectives for product updates, refine messaging, and manage vendors and media partners to drive regional growth.

You will collaborate with cross-regional teams, build regional assets, and deliver standout online and offline campaigns with a strong focus on local preferences and gaming communities.

Qualifications

• 5+ years of experience in game publishing or marketing.
• Experience with anime-style, console, or PC games preferred.
• Strong understanding of global gaming audiences and platforms (X, Discord, Reddit).
• Content planning, strategic thinking, data analysis, and vendor/KOL/media partner management.
• Hands-on with execution details, including scripts and KOL communications.
• Professional fluency in English and cross-cultural communication.
• Southeast Asia experience and knowledge of HoYoverse titles or anime culture preferred.
• Results-driven with the ability to move complex cross-functional projects forward.

Responsibilities

• Localized Brand Strategy: set objectives for product updates and build a balanced brand vs. marketing framework.
• Product Positioning and Communication: refine selling points and improve localized messaging.
• Campaign Execution: plan and run high-impact online and offline campaigns and manage vendors.
• Marketing Resources: create regional assets and drive initiatives like social campaigns and local collaborations.
• Long-Term Brand Growth: develop Southeast Asia brand plans and coordinate with cross-regional teams.

Skills

Brand strategy

Product positioning

Campaign execution

Content planning

Data analysis

Vendor/KOL management

Cross-cultural communication

English fluency

Job description

HoYoverse is committed to providing immersive virtual world experiences to players around the world. We have brought fans popular games including Genshin Impact, Honkai: Star Rail, Honkai Impact 3rd, Tears of Themis, and Zenless Zone Zero, as well as a wide range of entertainment content.

Community is at the heart of everything we do. We are devoted to engaging fans and fostering an enthusiastic and inclusive global community.

Pushing the boundaries of imagination, we consistently explore cutting-edge game development technologies.

In the future, we will continue to expand our content production, technology research, and publishing duties through operations in offices in Singapore, Montreal, Los Angeles, Tokyo, Seoul, and other areas.

When you apply to a position with HoYoverse, we will process your personal data. To learn more, please review our comprehensive Global Applicant and Candidate Privacy Policy .

Localized Brand Strategy: Set brand objectives for product updates, develop structured brand strategies, and build an evaluation framework that balances brand building with marketing efficiency.

Product Positioning and Communication: Refine key selling points based on competitor activity and user insights, and continuously improve localized brand messaging.

Campaign Execution: Plan and deliver high-impact online and offline campaigns, managing vendors from creative development through post-campaign review.

Marketing Resources: Build regional online and offline marketing resources, develop communication plans, and drive standout initiatives such as social campaigns and local IP collaborations.

Long-Term Brand Growth: Develop brand plans for Southeast Asia based on product needs and market trends, and work with cross-regional teams to deliver them.

Requirements

5+ years of experience in game publishing or marketing. Experience with anime-style, console, or PC games is preferred.

Strong understanding of global gaming audiences and platforms such as X, Discord, and Reddit, with a good sense of local content preferences.

Strong capabilities in content planning, strategic thinking, data analysis, and managing vendors, KOLs, and media partners.

Hands-on and willing to work on execution details, including creative scripts and KOL communication.

Professional fluency in English, with strong cross-cultural communication and influencing skills.

Southeast Asia experience and a strong understanding of HoYoverse titles or anime culture are preferred.

Results-driven and able to proactively move complex cross-functional projects forward.

We are an equal opportunity employer that believes diverse backgrounds are key to bringing our concepts to life. If you’re looking to play a key role in creating the best immersive virtual world experience for our users, we invite you to join our team.