Responsibilities of a Partnerships and Product Marketing Manager at Activision Blizzard King
Hannah's main responsibilities at Activision Blizzard King are split between partnerships and product marketing for Candy Crush Saga; in partnerships, this means sourcing and negotiating brand and music collaborations, as well as "negotiating featuring slots on the Apple store and the Google store" to market the game, while in product marketing, this means assisting the go-to-market team in bringing campaigns to life and working with product teams to position new features and "put marketing wrappers around those new features."
Partnerships, Product Marketing, Mobile Gaming, Go-to-Market Strategy, Feature Positioning
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Hannah Untereiner
Partnerships & Product Marketing
Activision Blizzard King
Yale University
UCLA Anderson, MBA
Political Science, American Studies
Gaming
Communication and Marketing
Scholarship Recipient
Video Highlights
1. Partnership Sourcing and Negotiation: Hannah assists with brand and music IP collaborations for Candy Crush Saga, including sourcing, negotiating, and executing partnerships both in and out of the game.
2. Platform Featuring Strategy: She negotiates featuring slots for the game on the Apple and Google stores to market the game to a broader audience, especially during big campaigns like tournaments and collaborations.
3. Product Marketing for New Features: Hannah collaborates with product teams to position new game features and create marketing strategies, such as tying them to seasonal themes, to generate excitement among players.
Transcript
What are your main responsibilities within your current role?
My main responsibilities are split across two different verticals of our marketing team: partnerships and product marketing. This means I work on Candy Crush Saga, the mobile game.
On the partnerships side, I assist with any brand partnerships or music IP collaborations we do within the game. This involves sourcing the partnership, ideating on who we want to partner with, negotiating the agreement, and then executing it both in and out of the game.
Another area of focus within partnerships is platform featuring. We negotiate featuring slots on the Apple and Google stores to ensure our game is marketed to more people, especially during major campaigns like tournaments or exciting collaborations.
I work with these platform partners to develop and execute our featuring strategy throughout the year. This ensures our app and campaigns are highlighted when they launch.
On the product marketing side, I'm involved with existing features and seasonal campaigns for the game's go-to-market strategy. I help our go-to-market team bring these campaigns and tournaments to life every month or two.
I also assist with upcoming features. I collaborate closely with our product teams as they develop new features for the game. My role is to help them figure out how to position these new features and create marketing wrappers for them.
This might involve tying them to a seasonal theme or something we think our players will enjoy. The goal is to ensure these features launch with something exciting attached to them, an interesting narrative that engages players. Ultimately, my focus is on product marketing and partnerships.