Brand Manager League of Legends - DACH

Role Summary

As Brand Manager for League of Legends in Germany, Austria and Switzerland, you will lead the local execution of our publishing strategy, translating League’s global vision into experiences that resonate with players in your market. You will bring the game to life through campaigns, partnerships, community and influencer programs, creator initiatives, and on-ground activations, always with a player-first mindset. You will bridge global strategy with local execution, crafting experiences that are authentic, impactful, and culturally relevant.

Working with cross-disciplinary teams across League Publishing and Esports, you will shape and deliver experiences that deepen player connection and build long-term affinity for League of Legends. Partnering closely with global and regional product teams, you will ensure every moment—from major tentpole campaigns to grassroots community initiatives—delivers meaningful impact. You will lead cross-functional collaboration, manage budgets, and identify the highest-value opportunities to grow the community, strengthen engagement, and elevate League’s presence in your region.

Reporting to the Senior Manager, Publishing - League of Legends, the Brand Manager DACH position will be based in Berlin (Germany).

Responsibilities

• Lead and execute League of Legends’ publishing strategy in the DACH region to achieve both player and business goals
• Drive integrated marketing campaigns from brief to launch, ensuring alignment with the global brand direction
• Partner with Product, Publishing, Esports, Community, Creative, and Commercial teams to deliver cohesive player experiences across all channels
• Manage the regional publishing budget, allocating resources for maximum impact
• Represent your market’s perspective to global teams, advocating for player needs and regional opportunities
• Track, analyze, and report on campaign performance, applying learnings to improve results each cycle
• Build and maintain relationships with key partners, agencies, and stakeholders to amplify League in your market

Requirements

• 5+ years in publishing, marketing, or product management, preferably in games, entertainment, or tech
• Proven experience leading high‑impact, multi‑market campaigns from strategic planning through to execution
• Demonstrated ability to influence product direction through market insight and player advocacy
• Deep understanding of the gaming culture and the League of Legends player community
• Exceptional communication skills, fluent in German and English
• Strong budget ownership experience with a track record of maximizing ROI in the German speaking markets

Desired Qualifications

• Experience driving publishing strategy for major game launches or sustained live service products in the German speaking markets
• Proven success integrating esports, live events, and cultural moments into holistic brand strategies
• Strong analytical and strategic planning skills, with the ability to translate complex insights into actionable publishing tactics

For this role, you'll find success through craft expertise and a collaborative spirit that prioritizes the delight of players. We will look at your past studies and experience, but for this role, we also look for dedicated people with a personal relationship with games. If you embody player empathy and care about players' experiences, this is the role for you!

Benefits

Riot focuses on work/life balance, shown by our open paid time off policy and other perks such as flexible work schedules. We offer medical, dental, and life insurance, parental leave for you, your spouse/domestic partner, and children, and Riot will support your retirement benefits with a company match, and double down on your donations of time and money to non-profit charitable organizations. Check out our benefits pages for more information.

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.

About the Company

We take player experience as the core and focus on design innovation and high-quality polishing. As Riot China's research project team, we are committed to creating innovative game products for players around the world. Through diversified collaboration and continuous optimization, every member can grow and achieve on the platform. We look forward to joining you who love games and innovation to create the future with us!