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Brand Manager
2 years ago
Job Description
Reporting to the Marketing Director for Japan, the Brand Manager will be responsible for developing and implementing integrated full lifecycle marketing campaigns for their allocated titles, working as part of a multi-functional team, alongside the Communication Managers.
The role involves working across a variety of products, from leading established brands to highly anticipated new IP and offers an exciting opportunity to join one of the world’s most renowned and innovative videogames companies.
The successful candidate will have relevant experience in brand marketing, with expertise in both strategic planning and activation, ideally within the gaming, entertainment, or technology industries. They will have a detailed knowledge of the local media landscape and a broad understanding of the full marketing mix, across paid, earned, and owned media channels. We are looking for a passionate team player to join our collaborative and close-knit team, who can bring a proactive and results-driven approach and a willingness to constantly challenge themselves, plus a keen interest in videogames and entertainment.
Main Mission & Responsibilities
1 Strategic brand & Product planning
- Responsible for planning and development of all paid elements of the marketing plan for allocated products/brands. Understands and considers the role of paid, owned and social media, and works with the Communications Managers, and with the Head of Brand, to set the overall planning context and marketing strategies for product launches. Ensures detailed knowledge of market context for input into plans, including:
- Consumer insight, understanding & qualitative & quantitative research.
- Category trends & market forecasts with respect to hardware & software market insights, in alignment with sales analysts.
- Competitive landscape & anticipated competitor paid media communications via media agency insights.
- Channel trends per product, trade marketing plans & distribution considerations from historical & forecast.
- Builds and delivers first-class paid media marketing plans for allocated products/brands, working with local media agency teams, and central EMEA team, to implement campaigns that show innovation and creativity in approach, and deliver excellence in execution, with a focus on the key campaign beats.
- Communicates and works closely with internal and external stakeholders, to provide information and support. Has a deep understanding of product attributes and benefits and acts as an advocate for his/her product portfolio, both with internal teams and externally with retailers and partners.
- Illustrates a keen understanding of both the target audience, and the media landscape, and drives innovation and consumer engagement within the local marketing approach.
- Working independently, and with analytics teams, interrogates consumer research data, marketing campaign performance and in-game data, in order to identify actionable business and marketing insights, and optimize campaign performance.
- Identifies, negotiates, evaluates, and recommends opportunities for larger activations and partnerships that reach across multiple channels, to secure standout presence and reach, for integration into the plan.
- Proactively performs other marketing and communications tasks in line with the needs of the product and the marketing team, as required.
2 Implementation and operational effectiveness
- Collaborates with the local Communication Managers, to deliver integrated and effective marketing campaigns that engage and excite the consumer target audience and deliver commercial results.
- Briefs develops and implements the paid media plans (media brief, works with an agency to select media/supports that meet objectives set out, creates advertising where necessary, etc.).
- Coordinates creation/localization, delivery, and trafficking of creative assets, in line with the central communications strategy, and manages the different local creative tasks for paid media (agency brief, agency management, timelines).
- Demonstrates efficiency across marketing plans and illustrates ROI for all campaign elements, through clearly identified measurement criteria, prudent budgetary management, and thorough analysis. Evaluates and communicates on key metrics, and builds actionable insights.
- Delivers reliable and regular reporting using agreed templates and channels (marketing plans, post-campaign analysis documents, media briefs, budget sheets, etc.).
- Allocates, tracks, and assesses the assigned budget for each product, and utilizes appropriate tools to ensure exemplary budgetary management and facilitate necessary visibility and compliance.
- Contributes ideas for improving tools and procedures.
3 Communication and media expertise
- Communicates effectively and works closely with internal and external stakeholders, to facilitate understanding and alignment. Has a deep understanding of product attributes and benefits and acts as an advocate for his/her product portfolio, both with internal teams and externally, with retailers and partners.
- Develops close working relationships with the central EMEA marketing and media teams, to ensure clear communication and alignment, and act as the point of contact for central product plans and creative direction.
- Acts as a paid media expert within the group, including sharing information and insight to help foster greater knowledge and understanding of the brand function across all members of the team, and working with other brand managers to shape the local approach to paid media.
Qualifications
- A passionate industry guru with a track record in a multinational corporate environment in Japan
- Relevant industry experience in the video gaming industry, entertainment, mobile and/or consumer products.
- Strong track record in consumer brand/product marketing.
- Work experience in digital marketing and community relationship is a must.
- Must have the ability and willingness to tackle tasks big and small, an analytical eye, attention to detail, and the capacity to multitask and keep a cool head under pressure.
- Experience in managing and maintaining professional relationships with external and internal partners, from briefing to negotiation, to constructive feedback.
- Possess a growth and coaching mindset with the ability to lead by example and foster good teamwork.
- Strong influencer with excellent leadership, interpersonal skills with attention to detail, and ability to engage and align with cross-functional teams locally and with EMEA Marketing organization.
- Demonstrated organizational and project management capabilities and be able to manage multiple tasks with shifting priorities and varying deadlines.
- Strong interpersonal skills & communication skills: assertive, diplomatic, able to lobby.
- Excellent written and verbal communication skills, and an eye for detail.
- Excellent Japanese and English required to work in a global context.
- A keen interest in the videogames and entertainment market.
Additional Information
Applicants must be eligible to work in japan
Company Description
Ubisoft’s 19,000 team members, working across more than 40 locations around the world, are bound by a common mission to enrich players’ lives with original and memorable gaming experiences. Their dedication and talent has brought to life many acclaimed franchises such as Assassin’s Creed, Far Cry, Watch Dogs, Just Dance, Rainbow Six, and many more to come. Ubisoft is an equal opportunity employer that believes diverse backgrounds and perspectives are key to creating worlds where both players and teams can thrive and express themselves. If you are excited about solving game changing challenges, cutting edge technologies and pushing the boundaries of entertainment, we invite you to join our journey and help us Create the unknown.
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