Brand Manager III EMEA - Riftbound
About this role
Riftbound, Riot Games’ collectible trading card game (TCG), brings the League of Legends universe from the digital rift to the physical tabletop, emphasizing social play, strategic depth, creative expression, and community-driven competition. From local game nights to global moments, Riftbound is built to create memorable, in-person experiences that players want to share.
Brand Management at Riot, like everything else at Riot, is focused on our players. Our philosophy is that brand management at Riot exists to ensure trust, to help inspire interest, and to achieve meaning for all things that we do. We're focused on contributing to creative work centered around 'showing' vs. 'telling'. We look for brand lovers who can grow our business, think about brand marketing in new ways, dream big and help create epic content. Our culture succeeds by embracing diversity and rewarding imagination.
As a Brand Manager III on Riftbound EMEA, you will be a strategic partner across creative, community, influencer, Organized Play and social teams to own the strategy, creation, and deployment of industry-leading experiences that evolve the brand and unleash long-lasting fandom.
This role reports to the EMEA TFT Product Publishing Manager.
This role may be performed from London, Berlin, Paris, or Barcelona.
Responsibilities
- Translate global brand and campaign briefs into tailored, culturally relevant activations for priority EMEA markets.
- Own end-to-end planning and execution of Riftbound brand campaigns in EMEA, including go-to-market strategy and execution for new set releases, direct to consumer product launches, and new language launches and cross-functional alignment.
- Proactively identify regional constraints, risks, and opportunities, providing solutions that balance global direction with local realities.
- Collaborate closely with influencer, community and comms teams to ensure consistent brand expression across all touchpoints.
- Cooperate with other games teams at regional level fostering synergies and cross product opportunities.
- Enforce brand DNA & guidelines to ensure our marketing campaigns match with the overall strategy and long-term vision for Riftbound.
- Define clear success metrics for each campaign, tied directly to Riftbound game KPIs defined by Global team. Identify new marketing opportunities based on player insights and market research findings.
- Collaborate closely with global organized play & partner teams to provide regional insights, craft unique promotional opportunities, and support maximization of events
- Work hand-in-hand with the UVS Europe team and support brand positioning, storytelling, and audience growth for Riftbound organized play in EMEA.
- Collaborate with UVS to ensure cohesive brand presence across physical retail touchpoints and organized play environments.
- Partner with various global and regional teams to scale the reach and resonance of global and local marketing beats.
- Manage and track EMEA budget spends in close collaboration with Global Riftbound Publishing leads, Global and Regional Legal and Finance teams.
- Share best practices, insights, and learnings across markets to level up brand impact regionally.
- Required Qualifications:
- Familiarity with Riftbound or TCG as a passionate player or community participant. You understand its passion, culture, and what resonates with the TCG audience including familiarity with the competitive scene, community and in-store experiences.
- 5+ years experience in brand strategy, channel strategy, or equivalent agency experience.
- Strong grasp of gaming and Organized Play marketing dynamics, especially how to craft narratives and experiences that resonate with competitive, social, and community-driven audiences.
- Solid understanding of how social play formats contribute to player engagement, brand perception, and campaign success.
- Proven ability to lead cross-functional campaigns from strategy through to execution, including managing creative timelines, production workflows, and launch coordination.
- Experience working with or managing external creative agencies and local vendors, including briefing, approvals, and quality control.
- Exceptional communication and collaboration skills, with a track record of building strong relationships across regional and global teams.
- Strategic mindset with the ability to translate brand goals into localized tactics that drive engagement and long-term brand health.
- Familiarity with performance reporting, with the ability to interpret campaign results, generate insights, and make recommendations for improvement.
- Desired Qualifications:
- Prior experience working closely with, or for, TCG games and companies.
- Have a deep understanding of the TCG development process and distribution.
- Prior experience leading or supporting multi-market campaigns across EMEA, with an understanding of regional nuances and market-specific adaptations.
- Knowledge and understanding of media, programmatic, and user acquisition are a plus.
- Experience with collaborative campaign management.
- Excellent project management skills and ability to prioritize and stay organized in a fast-moving environment.
- Preferred candidates will play TCG games on a weekly basis.
- For this role, you'll find success through craft expertise, a collaborative spirit, and decision-making that prioritizes the delight of players. We will be looking at your past studies, experience, and your personal relationship with games. If you embody player empathy and care about players' experiences, this could be your role!
- At Riot Games, we put players first. That mission drives every decision in our quest to create games and experiences that make it better to be a player. Whether you’re working directly on a new player-facing experience or you’re supporting the company as a whole, everyone at Riot is part of our mission. And just like in our games, we’re better when we work together. Our goal is to create collaborative teams where you are empowered to bring your unique perspective everyday. If that sounds like the kind of place you want to work, we’re looking forward to your application!