Marketing Manager/Lead (BiG) – China

Yodo1 Ltd.; United States; Remote; USD 120,000 - 180,000; Full time

Job summary

Yodo1’s BiG division is seeking a Marketing Manager/Lead to own and develop the marketing function for the business. This role goes beyond campaign execution, shaping strategy and turning plans into measurable results across China and international markets.

You will set direction, build scalable processes, and partner with BD, Licensing, Product and leadership to drive pipeline, brand, and partnerships while leveraging AI and modern marketing tech.

Qualifications

• 5+ years in B2B marketing, gaming, technology, SaaS, licensing, entertainment, or related sectors.
• Experience owning marketing strategy, not only executing campaigns.
• Translate business objectives into marketing priorities, plans and outcomes.
• Experience building or improving a marketing function from 0 to 1.
• Strong independent judgment with limited structure.
• Strong understanding of B2B demand gen, content marketing, lifecycle, brand and marketing ops.
• Experience using HubSpot or equivalent CRM/MA platforms.
• Practical AI tools/automation experience in marketing workflows.
• Strong analytics, KPIs, and prioritization decisions based on data.
• Project and stakeholder-management skills.
• Excellent written and verbal English; native Chinese mandatory.

Responsibilities

• Define BiG’s positioning, messaging, audiences, channel strategy, and roadmap for China and international markets.
• Build and improve BiG’s marketing capabilities, processes, systems, and operating rhythm as the business scales.
• Partner with BD and Licensing to identify where marketing can generate opportunities.
• Develop demand-generation strategies targeting game developers, licensors and partners.
• Own BiG’s content and thought-leadership strategy across LinkedIn, WeChat, webinars, media, case studies.
• Develop strategy around events like ChinaJoy, Gamescom, GDC, webinars, IP launches.
• Identify stories around partnerships, market trends, customer success and BiG’s position.
• Establish KPIs and reporting frameworks to measure marketing contribution to pipeline and brand.
• Use data to decide activities; use AI to redesign workflows.
• Own and optimize BiG’s marketing tech stack (HubSpot, CRM workflows, emails, landing pages, analytics).
• Build scalable lead-gen and nurturing processes with BD.
• Coordinate external agencies and internal stakeholders.
• Remain hands-on to execute campaigns when needed.
• Evolve marketing function as business grows.

Skills

Marketing strategy

B2B marketing

Lead generation

Content marketing

Marketing operations

Analytics & KPIs

Stakeholder management

English proficiency

Chinese proficiency

Tools

HubSpot

Job description

You will: Own and build BiG’s marketing strategy across the full funnel, from positioning and demand generation to brand, content, events, and marketing operations.Must have: Proven ability to independently translate business objectives into marketing strategy, build marketing capabilities from 0 to 1, and drive measurable commercial impact.

WHO WE ARE | WHAT WE DO

At Yodo1, we don’t just grow games - we help turn them into household names. With billions of downloads across our portfolio, we’ve spent more than a decade shaping the growth of iconic titles. From helping first-time creators monetize their debut games, to bringing world-class IPs from Hasbro, Paramount, Legendary, and Sony Pictures into the hands of top studios such as Rivergame, Candivore, 37Games, and Tencent Studios - we’ve proven what’s possible when creativity meets global expertise. Yodo1 Games is raising the bar: transforming great titles into lasting franchises that define gaming for generations. Drawing on experience with successes like Transformers: Earth Wars, Rodeo Stampede, and Ski Safari, we provide the systems, partnerships, and global reach that help visionary developers build worlds players will return to for decades. Joining Yodo1 Games means more than a job - it means becoming part of a team that lives and breathes games, works with some of the most talented creators in the industry, and is driven by a mission to shape the future of gaming. We love games. We play games. And together, we grow games that last.

WHAT WE BELIEVE | HOW WE WORK

We believe in the future and power of the mobile gaming industry and that everyone deserves an equal opportunity to build a life they love through games - from anywhere in the world. We believe you know when and where you do your best work. We are fully remote by design and we WFA: Work From Anywhere. We don’t impose hours or limit time off. We are driven by performance, and we experiment often. We care about impact, not titles.

WHO WE’RE LOOKING FOR

BiG (Brand in Games), Yodo1’s IP licensing and strategic partnerships division, is looking for a Marketing Manager / Lead to own and develop the marketing function for the business. This is not a traditional campaign-execution role. We are looking for someone who can determine what marketing should do, why it matters, and how it should be delivered, and take ownership of turning that strategy into measurable results. You will work closely with Licensing, Business Development, Product, and leadership to translate BiG’s commercial priorities into a clear marketing strategy that strengthens our position in the market, generates qualified opportunities, supports strategic partnerships, and builds scalable marketing capabilities. The role requires someone comfortable operating in an evolving environment where processes may not already exist. You should be able to build from 0 to 1, make strong independent judgments, test and refine ideas quickly, and use AI and automation to rethink how modern marketing work can be done. You will retain a strong hands-on mindset, but your value should come from more than executing predefined tasks. We are looking for someone who can set direction, prioritize resources, create systems, and take accountability for outcomes.

You are:

• Ownership-driven: You don't wait to be told what to do - you proactively move projects forward and take responsibility for outcomes.
• Strategic and commercially minded: You understand the business objective first and build marketing priorities around it rather than starting with channels or campaigns.
• Ownership-driven: You independently identify what needs to happen, establish priorities, and take responsibility for delivering outcomes.
• A 0-to-1 builder: You are comfortable creating new processes, campaigns, systems, and capabilities when there is no existing playbook.
• Strong in judgment: You can distinguish between activity and impact and know where marketing resources will create the most value.
• AI-native: You actively use AI and automation to improve research, content creation, workflows, lead generation, reporting, and marketing operations.
• Performance-oriented: You define success metrics, test assumptions, analyze results, and continuously optimize.
• Globally minded: You can build marketing that resonates with both Chinese and international game developers, brand owners, and partners.
• Cross-functional: You can turn input from BD, Licensing, Product and leadership into coherent marketing priorities and programs.
• Hands-on when needed: You are comfortable moving between strategy and execution and can personally deliver when speed or quality requires it.
• Focused on impact: You prioritize high-value work and apply an 80/20 mindset rather than maximizing activity.

WHAT WE EXPECT

You will:

• Define BiG’s positioning, messaging, target audiences, channel strategy, and marketing roadmap across China and international markets.
• Build and continuously improve BiG’s marketing capabilities, processes, systems and operating rhythm as the business scales.
• Partner closely with Business Development and Licensing to identify where marketing can generate qualified opportunities and accelerate commercial conversations.
• Develop demand-generation strategies and campaigns targeting game developers, licensors and partners.
• Own BiG’s content and thought-leadership strategy across LinkedIn, WeChat, webinars, industry media, case studies, customer stories and other relevant channels.
• Develop the marketing strategy around key industry moments including ChinaJoy, Gamescom, GDC, webinars, partner announcements and IP launches.
• Identify and develop stories around partnerships, market trends, customer success, IP opportunities and BiG’s unique position in the gaming ecosystem.
• Establish clear KPIs and reporting frameworks to measure marketing contribution to pipeline, lead generation, engagement, brand visibility and broader commercial objectives.
• Use data to determine which activities should be expanded, changed, automated, or stopped.
• Use AI and automation to redesign marketing workflows, increase output quality and speed, improve lead generation, and reduce repetitive manual work.
• Own and optimize BiG’s marketing technology stack, including HubSpot, CRM workflows, email automation, landing pages, analytics, and supporting tools.
• Build scalable lead‑generation and nurturing processes in partnership with Business Development.
• Coordinate external agencies, freelancers, partners and internal stakeholders when required.
• Remain sufficiently hands-on to execute critical campaigns, content, pages, communications or workflows where necessary.
• Continuously evaluate how BiG’s marketing function should evolve as the business, product offering, and strategic partnerships grow.

You must have:

• 5+ years of experience in B2B marketing, gaming, technology, SaaS, licensing, entertainment, or another relevant sector, with evidence of increasing ownership and responsibility.
• Demonstrated experience owning marketing strategy, not only executing campaigns designed by others.
• Proven ability to translate commercial or business objectives into marketing priorities, plans, and measurable outcomes.
• Experience building or significantly improving a marketing function, capability, process, channel, or program from 0 to 1.
• Strong independent judgment and the ability to operate effectively with limited structure or predefined processes.
• A strong understanding of B2B demand generation, content marketing, lifecycle marketing, brand positioning, and marketing operations.
• Experience using marketing technology such as HubSpot or equivalent CRM/marketing automation platforms.
• Practical experience using AI tools and automation within marketing workflows, with a strong interest in continuously improving how marketing work is performed.
• Strong analytical skills and experience defining KPIs, measuring performance, and making prioritization decisions based on data.
• Strong project and stakeholder-management skills, including the ability to coordinate multiple functions and initiatives.
• Excellent written and verbal communication skills in English.
• Ability to operate effectively across global, distributed teams.
• Genuine interest in gaming, entertainment, IP, and technology.
• Native Chinese (Mandarin) is a must-have.

You might have:

• Gaming, IP licensing, entertainment, media, or strategic partnerships.
• Marketing to game developers or other B2B audiences in China.
• Supporting a sales or business-development organization with measurable pipeline-generation objectives.
• Developing thought leadership, industry reports, webinars, etc.
• Attending/Supporting international events such as ChinaJoy, Gamescom, and GDC.
• Platforms like LinkedIn, WeChat, Chinese digital platforms, paid acquisition, SEO, and performance marketing.
• Working inside an entrepreneurial, rapidly evolving or relatively unstructured business unit.
• Managing agencies and freelancers.

WHAT WE OFFER

• Compensation. We pay based on qualifications, experience, and fit for the role. We provide an allowance to purchase your own device or equipment and offer variable compensation through our annual bonus program.
• Growth. We offer an environment where you will have the trust and freedom to try, fail, learn fast, and make a real impact while accelerating your career, and where anyone with a great idea can pitch it directly to our management team.
• WFA. Work from anywhere in the world, travel when and where you like, get paid in your currency of choice, and enjoy flexible hours and unlimited paid time off.
• Community. Work with an energetic, fast-learning, supportive, and diverse team of Yodies across six continents and 30+ countries who share and support new ideas and get things done.

Ready to change the game for mobile game developers and build your career from anywhere?