top of page
Freddy, Brand Manager, Consumer Products at Riot Games: Advize Career Interview
A career in brand management, particularly within the exciting video game industry, is revealed through this interview.
The journey began with a business and film degree and an internship at 20th Century Fox, unexpectedly leading to a path through mobile gaming, analytics, a gaming startup, and eSports.
A current Brand Manager at Riot Games' consumer products division describes a multifaceted role encompassing product delivery, marketing campaigns, cross-functional collaboration, and problem-solving.
The work is highly varied, requiring strong people skills and prioritization abilities. The most rewarding aspects include seeing products reach consumers and collaborating with passionate colleagues.
However, balancing meetings with focused work presents a challenge. Aspiring brand managers should research industry nuances, consider entry-level marketing or project management roles, and actively explore diverse career paths.
A key lesson learned is the importance of attentive communication. The video game industry's dynamic nature requires flexibility and adaptability.
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Freddy Chen
Brand Manager, Consumer Products
Riot Games
University of Southern California 2012
University of California Los Angeles MBA
Majors
Industries
Job Functions
Traits
Business Management & Admin
Gaming
Product / Service / Software Development and Management
Honors Student, Scholarship Recipient
Watch all of this Advizer's videos below
Career Path Of A Brand Manager Consumer Products At Riot Games
Freddy's career path, beginning with a business and film degree and an internship at 20th Century Fox, took an unexpected turn towards the video game industry after discovering "working in video games as a ministry could be a career". This led to a series of roles, progressing from content coordinator at a mobile games company through analytics, a gaming startup, an eSports team, culminating in Freddy's current position as a Brand Manager at Riot Games' consumer products division.
Main Responsibilities of a Brand Manager Consumer Products at Riot Games
Freddy, a Brand Manager at Riot Games, focuses on ensuring "products get delivered to players on time, uh, and are marketed appropriately," encompassing brand awareness for new launches, collaborations with partners on partnered products, and coordinating with multiple teams for timely marketing campaigns and assets. This highlights the multifaceted nature of the role, requiring both product delivery management and extensive cross-functional collaboration.
A Day In The Life Of A Brand Manager Consumer Products At Riot Games
Freddy's role as a Brand Manager at Riot Games is anything but typical; a day might involve "writing product copy," managing a photoshoot for a new collection, or collaborating with various teams to solve problems and ensure assets are approved. The work is highly varied, centered around communication and problem-solving across different teams and projects.
Most Important Skills for a Brand Manager Consumer Products at Riot Games
Freddy, a Brand Manager at Riot Games, emphasizes the critical importance of "people skills," specifically "knowing how to work with other people and teams" with differing priorities and expectations, in their cross-functional role. Prioritization is also key, as managing marketing across diverse consumer products requires "knowing how to prioritize all those different tasks."
Favorite Parts of Being a Brand Manager Consumer Products at Riot Games
Freddy, a Brand Manager at Riot Games, finds the most rewarding aspect of the role is "being able to see something that...I helped concept or I helped market...get to people's hands," whether it's event attendees wearing apparel or fans owning statues of their favorite game champions. This tangible connection to the impact of Freddy's work on Riot Games' consumers is what makes the position particularly fulfilling.
Biggest Challenges Faced by a Brand Manager at Riot Games
Freddy's biggest challenge as a Brand Manager at Riot Games is finding dedicated time for focused work amidst a demanding schedule filled with "meetings and meetings." This struggle to "sit down and grind something out" highlights the common career hurdle of balancing collaborative efforts with individual, deep-work requirements for effective project completion.
Best Parts of Working in Video Games as a Brand Manager at Riot Games
Freddy, a Brand Manager at Riot Games, finds the most rewarding aspect of working in the video game industry is "the passionate people," who share a deep connection to their work and the product. This shared passion, prevalent throughout Freddy's career in gaming, creates a fulfilling and collaborative work environment.
What Type Of Person Thrives In The Video Games Industry According To A Brand Manager Consumer Products At Riot Games
Freddy, a Brand Manager at Riot Games, highlights the dynamic nature of the video game industry, stating that "things come out of the woodwork…with some frequency," requiring individuals to be "really flexible and adaptable" with "plans A, B, C, and D." Success hinges on fluidity and the ability to adjust to shifting circumstances, rather than rigid adherence to structure.
What a Brand Manager at Riot Games Wishes They Had Known Before Entering the Video Game Industry
Freddy, a Brand Manager at Riot Games, advises aspiring brand managers to thoroughly research the nuances of the role across different industries, noting that "being a brand manager means very different things for very different industries." A deeper understanding of the specific requirements of a brand manager role in video games, for example, would have allowed for better skillset alignment early in their career.
Entry-Level Positions For Aspiring Consumer Products Brand Managers At Riot Games
Freddy, a Brand Manager at Riot Games, suggests entry-level marketing roles such as "marketing coordinator," "growth specialist," or "social media coordinator" as good starting points. Additionally, experience in project management or account management, potentially at an ad agency, interacting with clients and growing their business, would also be beneficial for a future brand management career.
Significant Career Lesson From A Talent Manager At A Major Talent Agency
Freddy's most significant career lesson, learned from a talent manager, is the importance of "giv[ing] your full attention" to others during conversations, demonstrating respect and fostering stronger connections. This principle, especially valuable in today's easily distracted work environment, has proven crucial for quickly building valuable relationships throughout their career at Riot Games.
College Experiences That Helped A Brand Manager At Riot Games Succeed
Reflecting on their undergraduate experience, the Brand Manager at Riot Games suggests a proactive approach to career exploration, advising students to "go out and discover everything" within their field of interest. This includes investigating various job verticals and revenue streams, emphasizing the importance of open-mindedness and trying "new things" to uncover unexpected career paths, as their own discovery of the video game industry exemplifies.
Advizer Personal Links
No
bottom of page