Regional Marketing Manager

At Wizards of the Coast, we connect people around the world through play and imagination. From our genre-defining games like Magic: The Gathering® and Dungeons & Dragons® to our growing multiverse, we continue to innovate and build new ways to foster friendship and connection. That's where you come in!

This role will work with the APAC Lead to formulate and develop the long-term growth plan for Magic The Gathering (MTG) in APAC. Partnering closely with Commercial and the Global Play Lead Team, create a clear brand blueprint and identity to rollout across all channels to grow the awareness of MTG and acquire new fans. Manage the MTG brand identity in region, including the right brand messages, assets (static and video), planeswalkers, creatures, worlds, stories, products etc. to optimize the acquisition of new players. Collaborate with channel leads in NA (web team, digital products, entertainment, franchise etc) and APAC set leads to improve the consumer experience and forge newcomer pathways to improve conversion outside of but in conjunction with set release acquisition plans.  

Responsibilities:

Brand
Work across Hasbro to be the owners of all MTG brand touchpoints for APAC.

Be the APAC owner of the allocation and tracking of Advertising & Promotion (A&P) funds.

Lead discussions with the licensing, business development, content, Arena and digital teams to provide information, sales materials and be the conduit for sharing information back with the Wizards of the Coast (WOTC) APAC teams.

Lead and create annual planning sessions focused on priorities and strategies that are consistent but regionally nuanced across the APAC region in line with business strategy and Commercial teams.

Product GTM reviews and assist local market direction where we focus on ROI and Brand awareness, as appropriate.

Co-lead Partner projects with an emphasis on driving excellence and alignment with Hasbro, Partners, and NA, for the APAC region.

Support the teams in moving to a long-term planning horizon with strong cadence planning and critical path to enable holistic business benefits to be attained.

Lead discussions with the BI team in NA to analyse the existing data sets, identify new studies to be conducted in the region and recognise growth opportunities for the business.  

Lead Play Program development and build market execution plans that drive consumers engagement through to purchase.

Build a Test & Learn model for play program optimisation and acceleration.

Paid Media
Utilising the right gaming partners, establish an evergreen presence and effective onboarding program to acquire newcomers to the brand in the region.

Act as the brand guardian and bring to life the brand vision with the Senior Brand Manager.

Approve and oversee all ongoing campaigns and provide the relevant reporting to internal stakeholders.

PR:
Partner with the PR agency to seed brand messages to mainstream press and develop a clear brand identity.

Social and Influencers
Collaborate with the social and influencer managers to craft a clear brand tone to be used across social channels and identify influencers to concentrate on for longer term non-set specific acquisition messaging.

Events
Own the events strategy for APAC, across B2B and B2C ensuring strong ROI.

Create a demo blueprint for the MTG brand which can be rolled out across all events in the region with the aim of onboarding newcomers to the brand e.g. 5-10 minute taster demo experience.

Identify key events across the region from both a B2C and B2B perspective to help build brand awareness, encourage new player acquisition and help drive retailer and distributor confidence to influence year-round sell-in

Collaborate with sales teams to ensure a joined-up approach to key B2B events (incl. Hasbro)

Identify key consumer facing events, and partner (with retail, brands etc.) to activate where it makes sense.

Retail Marketing
Own the overall brand image for MTG by identifying the key brand imagery, assets and messaging to be implemented across long-term placements in/permanent space at retail to further support the brand identity and awareness.

Work with the trade marketing to create and update marketing assets (static, video etc.) to help onboard and educate potential new fans and help bridge from Starter Kit to a secondary purchase.

Wizards Play Network/Play
Guide the organised play team to establish the best strategy to deploy play programs across the region e.g. CommandFests, Play Seasons, pre-release, release, open house – with a view on the attendance figures, average player spend, player LTV and new player acquisition.

Partnerships
Own and run all non-set specific acquisition partnerships across APAC (e.g. Scouts, schools, universities)

Explore and identify potential brand partnerships at key times to drive awareness and engagement (via Agencies)

Internally work with channel and retail marketing teams on creating the 'always on' new player acquisition marketing and creative

People & Leadership:

Refocus the entire APAC org under a clear, simple and consistent 2025 strategy that feeds into global requirements whilst understanding and delivering on local market nuances.

Help move us to a culture of excellence, teamwork and knowledge sharing, instead of regional tribes.

Qualifications & Skills:
Demonstrated ability in product marketing and/or product development essential.

Expertise in developing innovative consumer products, preferably games.

Expertise in communicating the strengths of a specific product to dependent teams downstream of production.

Ability to drive projects forward within a highly matrixed organization: ability to provide clear and concise direction/feedback to partners and the ability to influence others to adopt their recommendations.

Strong project management abilities; capable of prioritizing and handling multiple projects simultaneously, under tight time constraints and within budget parameters.

Knowledge of and passion for MTG a huge plus.

Excellent verbal & written communication skills

Evidence of ability to persuade, influence and negotiate.

Ability to write effective briefs as well as the ability to probe and challenge.

Experience of writing and delivering effective presentations

Experience with MS Office Suite

We are an Equal Opportunity / Affirmative Action Employer
The above is intended to describe the general content of and the requirements for satisfactory performance in this position. It is not to be construed as an exhaustive statement of the duties, responsibilities, or requirements of the position.

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. If you are selected to move forward in our application process and need to request an accommodation, please let your recruiter or coordinator know.

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