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Product Marketing Manager, GSA

Overview

Bethesda Softworks is a worldwide publisher of global renown. With an enviable roster of the most ambitious, lauded and beloved series, the company straddles genres and boasts open-world classics, post-apocalyptic epics, ongoing online sagas and stunning action titles within its portfolio. Part of theZeniMax Media Inc. family of companies, Bethesda Softworks titles include instantly recognisable blockbusters such as The Elder Scrolls®, DOOM®, QUAKE®, Fallout®, Wolfenstein®, Dishonored®, DeathLoop®, Ghostwire: Tokyo, Prey® and RAGE®.

The Product Marketing Manager will support the local strategy and deliver marketing execution plans for Bethesda’s games portfolio in the local market. As a Product Marketing Manager, you will own the goal of driving brand awareness, consideration and purchase intent of our products and both retaining and boosting revenue from our customer base throughout the full product lifecycle. You will work closely with your regional counterparts and the local marketing team to build a marketing approach for the local market based on global product strategies.

Responsibilities

Key Priorities - Proactively manage the success of your assigned products:

• Product management – Contribute in creating PAL marketing plans by providing input for the GSA territory
• Campaign management – Build local product marketing plans following guidance from global marketing plan and report back to ZEL and US HQs
• Media management – Transfer strategic central media briefings into local relevant tactics and channels
• Insights and reporting – identify key audience insights to take advantage of and to improve the commercial performance of your product. Manage the reporting of the effectiveness of our campaigns at a local level
• Budget management – ensure our product marketing campaigns remain on-budget, while actively making recommendations on how best to optimise our profit margins through adaptations to our campaign approach

Key Responsibilities

Research, strategy, and insight

• Synthesise global marketing strategies into a local marketing approach for your local territory, working with the regional team to ensure plans remain aligned with our global go-to-market plan
• Identify and get under the skin of our target audiences in the territory; understanding what their motivators are and connecting those with our core product value propositions
• Support the Marketing Director’s communications with both the regional and global teams to ensure local analysis and planning is effectively communicated and in line with global objectives for each product
• Monitor market trends, research consumer markets and competitor’s activities to identify opportunities and key issues for the market working with the wider local team

Activation

• Recommend new ways to both message and target our target audience based on key insights that we have identified about their motivations to play games and their purchase behaviour
• Execute marketing plans that drive demand, retention and revenue for Bethesda products – working closely with the company’s media agencies and effectively evangelize big ideas
• Project manage key initiatives in your local market, working with the regional brand/PR/community teams and external stakeholders to ensure success
• Support the creation of assets for the product campaigns you manage; working with the regional HQ team, the global team and any agency partners to ensure high quality and strategically-relevant creative is produced for your local marketing campaign
• Where appropriate, take responsibility for ensuring our communication is localised to the optimum quality, working with the Localization and regional marketing teams to deliver these in a timely manner
• Develop high-impact ideas to help further the reach of our IP into new/high value audience groups, working with other disciplines (PR, community, sales, performance) as and when appropriate
• Work with other disciplines such as Legal and Finance to ensure any activation ideas fall in line with legal requirements and company policy
• Advise the international legal team on identified local issues and liaise with the local lawyers and the youth protection authorities (e.g. USK/BjKA/PEGI).

Budgeting, Forecasting & Reporting

• Monitor project KPIs and recommend methods to meet or exceed our forecasted targets
• Manage marketing budget allocations and agency partners to deliver on go to market plans for titles within your portfolio
• Support the Marketing Director to deliver regular reporting on campaign performance
• Deliver joint marketing initiatives alongside your colleagues in PR, Community, Sales and Performance Marketing

External communications and events

• Support the Marketing Director to identify and establish partnership opportunities locally with various industry partners and brand partners from other industry verticals
• Drive local consumer show initiatives in conjunction with community and PR teams, supporting them to keep alignment with the global brand strategy while championing any local opportunities to the regional marketing and PR teams

Qualifications

• A minimum of two years’ experience in a marketing role (either in an agency or in-house. Video game experience desired, but not essential)
• Demonstrable, in-depth knowledge of the local market
• Involved in the campaign of at least one AAA games or high-profile product launch with campaign budget responsibility
• Confidence in delivering presentations to a wide range of stakeholders
• Experience with working on through-the-line marketing campaigns; including ATL, direct, digital, and social
• A passion for games

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