Product Marketing Manager - Japan

Overview

The Product Marketing Manager for Japan will support the local strategy and execute product lifecycle plans for Bethesda’s games portfolio in the Japanese market. As a Product Marketing Manager, you will own the goal of delivering on budgets, driving brand awareness, consideration and purchase intent of our products and both retaining and boosting revenue from our customer base post-release. You will work closely with your regional counterparts and the local product team to build a tailored approach for the local market based on global product strategies. Other duties may be set forth by the company.

Key priorities

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 Senior Marketing Manager APAC, 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.

• Support the strategy development of our marketing programs, including; product monetization (providing local insight and recommendations), go-to-market planning for key product launches and cross-discipline marketing strategies that drive demand for Bethesda products.

• Analyse customer insights, market data and internal business intelligence to identify audience-centric marketing opportunities and deliver effective/efficient plans to reach product objectives.

• 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.
• Stay on top of marketing communications trends and competitor activity to proactively recommend new and effective ways to deliver best-in-class campaigns.

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.
• Project manage key initiatives in your local market, working with the regional brand/PR/community teams and external stakeholders to ensure success.
• Work closely with the regional sales leads to develop and execute lifecycle plans with our external sales partners.
• Review and adapt the customer lifecycle for products you manage, supporting the Senior Marketing Manager APAC, to identify any strategic pivots or tactical adaptations that we should activate to ensure we continuously improve our approach to marketing.
• 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.
• Evaluation and analytics of per-campaign marketing performance, including actionable recommendations on how we can take lessons learned and apply them to the next campaign.
• Share best practice with other local territories to ensure any lessons learned in the North American, European, and ANZ regions are taken on-board at a local level.
• 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.

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.
• Manage the purchase order process to ensure our accounting is up-to-date and consistent for the titles you manage.
• Work with the Senior Marketing Manager APAC, to develop business cases for additional budget to fund any local opportunities as and when they appear.
• Support the Senior Marketing Manager APAC, to deliver regular reporting on campaign performance.
• Provide product P&L and sales forecasts against budget and actuals as required to regional leadership team.

Cross department collaboration and communication:

• Alongside the Senior Marketing Manager APAC, assist the sales team in developing communications tools that deliver best practice retail executions.
• Deliver joint marketing initiatives alongside your colleagues in PR, Community, Sales and Performance Marketing.
• Such other duties as may be assigned by the Managing Director, Marketing Director or the global company.

External communications and events

• Confident presenter – who can clearly present to a wide variety of audiences with varying levels of seniority (including retail, first party, internal senior management and consumer environments).
• Support the Senior Marketing Manager APAC, 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.
• Establish local e-sports relationships and identify local opportunities to have a meaningful role for our products within events/tournaments (where appropriate).

Qualifications

• Native level fluency in Japanese, business level proficiency in English.
• Excellent written Japanese and verbal communication (speaking, reporting etc) skills.
• A minimum of four years’ experience in a marketing role (either in an agency or in-house. Video Game or similar Entertainment experience desired, but not essential).
• Demonstrable, in-depth knowledge of the local Japanese market.
• Involved in the campaign of at least one AAA game or high-profile product launch with campaign budget responsibility.
• Experience in delivering presentations to a wide range of stakeholders at varying levels of seniority.
• Experience with working on through-the-line marketing campaigns; including ATL, direct, digital and social.
• A passion for games with knowledge and experience of Bethesda games played on PC, console, and mobile devices.
• Knowledge of competitor products in general.
• Ability to adapt to the GaaS model.

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