Respawn is a snacking brand, created for gamers, by gamers, built by Mars Wrigley in partnership with Razer, one of the world’s leading gaming lifestyle brands. We build brand love community-first: we co-create with gamers instead of marketing at them. In the US, Respawn is scaling fast and has the largest social following of any gum and mints brand. In China, we have built strong engagement with gamers and the gaming community. The next chapter is turning that engagement into a scalable business by strengthening our core gum and mints portfolio and expanding into new snacking categories. The purpose of this role is to own Respawn China’s growth strategy: portfolio, innovation, and brand & communication and lead community-first brand building with Razer: authentic content, co-creation with gamers, and partnerships across the gaming ecosystem.
This is not a classic brand management role. You will run Respawn China like a founder: small team, big ambition, and a lot of room to shape what the brand becomes.
ROLES AND RESPONSIBILITIES
1. Growth strategy & planning
- Own the annual business plan for Respawn China; translate strategy into clear actions.
- Build a fact base from consumer, channel and performance data; turn learnings into decisions and share them with Mars and Razer leadership.
- Engage senior stakeholders across Mars China, the global Respawn team and Razer; make recommendations that move the business.
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2. Portfolio & Innovation
- Set portfolio and innovation strategy across gum, mints and snacks, including pricing, product design and channel roles.
- Lead innovation end to end, from insight and concept to launch. Partner with R&D, supply, co-manufacturers and sales to land launches on time.
- Manage the innovation pipeline and stage-gate business cases.
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3. Community-first brand building
- Lead Respawn's communication strategy and campaigns with Razer, directing cross-functional teams and agencies to deliver high-quality, effective activations.
- Build authentic, gamer-native content and co-creation programs with the community, and develop partnerships across the gaming ecosystem, including game publishers and IPs, esports, creators and events.
- Turn engagement into conversion by working with DCOM partners to design promotional mechanics based on rigorous data analysis.
4. Go-to-market Strategy
- Represent Respawn in key channels, ie. Dcom, Snack Chain, New Retails
- Provide channel insights to support brand growth strategy
WE ARE EXPECTING YOUR PROFESSIONAL BACKGROUND INCLUDING:
Experience
- 8+ years of brand marketing, ideally in top FMCG or consumer brands, with ownership of a brand plan and budget.
- A track record of launching new products or building a brand from an early stage.
- Proven brand building on digital, social and experiential platforms in China; community, fan or CRM operations experience is a strong advantage.
- Experience leading agencies and external partners, and influencing multiple stakeholders
- Fluent English and Mandarin, written and spoken.
What sets you apart
- Entrepreneurship. You act like an owner, spot opportunities others miss, and make things happen with limited resources.
- Creativity. You generate ideas that feel native to gaming culture and turn them into work that performs.
- Problem solving. You break down complex problems, find the real constraint, and test your way to an answer. You are commercially minded and comfortable with numbers.
- Resilience. You thrive in ambiguity, bounce back from setbacks, and keep momentum when plans change.
- Motivation. You want to build something new, not maintain something established.
Nice to have
- You are a gamer, or deeply familiar with gaming culture and communities.
- Start-up, new business or incubator experience.
- Experience with IP collaboration, esports or creator partnerships, or snack categories.
WHAT CAN YOU EXPECT FROM MARS？
- The chance to build a brand for gamers from the ground up
- Real ownership, fast decisions, and visibility with Mars and Razer leadership globally.
- Competitive pay and benefits, and long-term career development across Mars.
- Innovative, professional and energetic team
- Great people-oriented company culture
