Director, International Marketing, China

Blizzard Entertainment

  • Shanghai
  • Permanent
  • Full-time
  • 2 months ago
Team Name: MarketingJob Title: Director, International Marketing, ChinaRequisition ID: R025579Job Description:Your PlatformBlizzard has been a leader in entertainment for over 30 years, with millions of passionate fans globally. As our franchises expand into more realms, so too must our social reach, engagement, and conversation. We are seeking a candidate who will lead the release and growth of beloved Blizzard Titles: World of Warcraft®, Overwatch®, Diablo®, and other unannounced titles, that will captivate players globally.Your MissionAs the Director, International Marketing, China, you will be the strategic marketing leader responsible for owning the China marketing strategy for Blizzard’s iconic gaming franchises. Your mission is to bridge global vision with local execution by combining deep regional insights with global priorities, ensuring that our go-to-market plans are both data-driven and culturally resonant.As the primary liaison between Blizzard HQ, our local publishing partners (e.g., NetEase), and development teams, you will provide strategic guidance and champion impactful, locally relevant marketing campaigns. While publishing partners will lead execution on the ground, you will oversee and influence that execution, ensuring it aligns with Blizzard’s standards and objectives.Your leadership will drive high-impact investments, elevate brand positioning, and strengthen long-term player engagement in the Chinese market—delivering results that reflect both local nuance and global excellence.ResponsibilitiesThe ideal candidate will develop and execute comprehensive marketing strategies tailored for the Chinese market while ensuring alignment with Blizzard’s global vision. You will collaborate closely with partners like NetEase and Thunderfire to drive tactical executions that support key game KPIs and strategic business objectives. Managing marketing investments and tracking campaign performance will be central to your responsibilities, as will refining our go-to-market approach through regular insights and reports. Your role will also involve promoting best practices and facilitating cultural exchange between HQ and local teams to continuously enhance our marketing effectiveness in China.Priorities can often change in a fast-paced environment like ours, so this role includes, but is not limited to, the following responsibilities:
  • Oversee execution of Blizzard’s China market strategy via NetEase and other partners; ensure strategic alignment while respecting executional ownership.
  • Own KPIs and performance results for China marketing campaigns, including reporting and analysis.
  • Drive alignment between Blizzard and local publishing partners; proactively escalate significant discrepancies to senior stakeholders.
  • Build strong connective tissue between Blizzard HQ and publishing partner marketing teams to facilitate seamless collaboration.
  • Identify opportunities to optimize working processes with local partners to improve speed, efficiency, and clarity.
  • Prioritize high-impact opportunities and issues, acting decisively to resolve roadblocks that could affect campaign success.
  • Provide clear and regular knowledge-sharing, feedback, and recommendations to both Blizzard stakeholders and local partners.
  • Understand and articulate the operational models of both Blizzard and its publishing partners; identify misalignments and propose practical solutions.
  • Apply strategic thinking to go-to-market planning, bringing precedent knowledge and innovative ideas grounded in data and logic.
  • Conduct robust post-mortem campaign analyses; identify key insights, adjust investments dynamically, and communicate learnings to all stakeholders.
  • Act as a critical member of Blizzard’s broader China team, contributing to user growth, engagement, and community health across franchises.
Qualifications & Experience
  • 12+ years of experience in senior marketing roles, with a proven track record in the gaming, entertainment, or tech industry and at least 6 years leading teams.
  • Deep understanding of China’s gaming ecosystem, consumer behavior, and regional market dynamics.
  • Proven expertise in harmonizing global and local marketing initiatives, particularly within the APAC region, to ensure consistency and effectiveness.
  • Exceptional strategic and analytical skills, with a demonstrated ability to connect marketing tactics to game KPIs and overall business performance.
  • Fluency in both English and Mandarin, with exceptional communication skills to effectively lead and collaborate across international teams.
  • Experience working with development teams, publishing partners, and leadership stakeholders.
  • Ability to manage multiple priorities, advocate for strategic investments, and drive marketing execution in a dynamic environment.
  • Experience managing AAA gaming IPs and live service games, with a strong understanding of the dynamics that drive long-term player engagement.
  • Prior experience working on the publishing side for a U.S. or Western developer, with a deep appreciation for global-to-local strategy alignment.
What we are looking for:
  • Highly proactive and resourceful; demonstrates strong ownership and initiative.
  • Strong individual contributor and collaborative team player.
  • Strategic and detail-oriented; comfortable with ambiguity and complexity.
  • Humble, hungry, and eager to learn; always willing to adapt.
  • Willing to “get into the weeds” while maintaining a strategic perspective.
  • Deeply passionate about Blizzard games and committed to delivering meaningful experiences to players.
Why Join Us?This role offers a unique opportunity to shape the marketing strategy for some of the industry's biggest titles while working at the heart of one of the most dynamic gaming markets in the world. If you are passionate about driving impactful marketing campaigns, bridging global strategies with local execution, and advocating for marketing investments that drive business success, we’d love to hear from you!

Blizzard Entertainment