Brand & Social Engagement Manager – KOREA
MISSION STATEMENT
The mission of the Brand & Social Engagement Manager is to coordinate all marketing activity across Ubisoft’s portfolio of games. They will work alongside the Global Brand teams to deploy and implement Global strategies and adapt them for the local Korean market, bringing together the local XF teams (e.g. Social, Comms, CC, etc.) to execute a holistic marketing approach. This role will coordinate local engagement opportunities such as local partnerships, 1st Party relationships, events and localizations for the Korean market.
The Brand & Social Engagement Manager will also develop reach and engagement with local players through Social Channels, to develop acquisition, retention and monetisation. They will manage the local social ecosystem by publishing content provided by Central teams, while also developing local content plans to create bespoke social media assets through internal & external resources.
In this role, your responsibilities include:
BRAND
- Act as an authority and promoter of allocated brands (AAA, Live and FTP titles), ensuring consistent brand messaging & communication through all touch points, both internal and external
- Communicate to the wider business on relevant pulsepoints, updates and plans, ensuring all departments are aligned with accurate information
- Lead the ‘Part B’/GTM process for allocated brands, collaborating with all local XF teams (PR, CC, Social, Media, Shopper Marketing, etc.) to coordinate go-to-market strategies (to be presented back to Senior Management, Sales & HQ/EP teams, where relevant)
- Attend HQ led calls when required
- Asset approvals & localisation requests from Asset Management team and Paperparts team
- Lead the planning and execution of local brand activations and events, working in collaboration with the wider Marketing team
- Explore & activate partnership opportunities that complement the GTM strategy for AAA and/or Live titles (e.g. PC Partners, Tech Partners, First Parties, event/consumer show collaborations, etc.)
- Work with Distributors to approve their GTM plans and provide assets/artwork for Shopper Marketing activations (online & in-store POS), when required
MEDIA
- Understand Central Digital Media Spend strategy, and communicate to HQ on local requirements or challenges to best maximise ROI
- Asset approvals for central media assets
- Support the APAC Media Planner with local media planning and asset briefing/creation across offline and endemic site buys, when required
SOCIAL
- Manage relevant brand social media channels and content calendars for allocated brands (AAA, Live and FTP titles)
- Formulate and share local social strategies & plans (‘Part B’ or equivalent) to regional & central teams, and coordinate its implementation across the different vertical domains (PR, CC, Social)
- Publish and tag content delivered by the Global Social Media Team across all local channels through Social platform (Sprinklr), ensuring the Social Always-On KPIs are achieved
- Work with relevant agencies to create bespoke content for local Facebook, Instagram, Twitter/X, YouTube and TikTok channels, and localise social assets as required
- Develop a strong & consistent local voice on all social channels
- Monitor performance of the content through quantitative KPIs, and through qualitative overview, share feedback & suggestions to central teams to improve overall efficiency (e.g. Tools, process, tagging, etc.) and optimise local strategy accordingly
- Manage local social budget within MINT and measure performance
- Coordinate and deliver social reports as required to central Social Media teams
- Identify social marketing trends, competitive research, best practices and key opportunities for innovation
- Work in conjunction with the Communications and Content Creator teams on how to best support post release pulsepoints
Your main KPIs will be the following:
- Social Reach & Engagement per platform
- Cost per Reach for content created externally
- Global Content Adoption Rate
- Tagging Rate