PR Manager West Europe – New Products

Tencent Published: June 20, 2022
Berlin, Germany
Job Type


About Tencent

Tencent is an Internet-based platform company founded in Shenzhen, China, in 1998. We use technology to enrich the lives of Internet users and assist the digital upgrade of enterprises.

Our mission is "Value for Users, Tech for Good". We embrace a culture of teamwork & creativity and are driven by our values - Integrity, Proactivity, Collaboration and Creativity.

We are rapidly expanding our international operations and are looking for top talent to propel us forward. Combining the results-oriented nature of a startup with the resources of a profitable and leading Internet company, Tencent offers a unique opportunity for aspiring individuals to thrive.

About Tencent Games

Tencent Games was launched in 2003 and is now the largest gaming company in the world, achieving game related revenues of $33 billion in 2021.

As a leading global organisation for game development, publishing and operations, we are dedicated to providing high-quality interactive entertainment experiences to players and currently offer more than 140 games including PUBG MOBILE, Call of Duty Mobile, Honor of Kings and League of Legends to hundreds of millions of players across more than 200 countries and regions.

Tencent Games offers talented individuals the opportunity to help shape and build something unique within the gaming industry as a whole.

Job Description / Responsibilities

  • You will play an integral role in designing and implementing PR & Comms strategies and programs across Western Europe in gaming, lifestyle, technology and broadcast media to drive / sustain interest and awareness in a portfolio of Tencent’s mobile games titles.
  • Owning the social media and community management programmes for the portfolio are key aspects of this role, leading a team of 3-4 Social & Community Managers based in different countries around the region.
  • The role requires close collaboration with various stakeholders in the regional organisation as well as our HQ team in Shenzhen, Southern China to identify and execute the key programmes needed to drive consumer engagement on our titles.
  • You will oversee the Western European regional PR and Comms agencies to ensure a balanced focus on day-to-day activation as well as on developing original, innovative campaign ideas appropriate to each title.
  • Essential to this role will be the establishment of clear campaign KPIs with supporting rationale / benchmarks and ensuring PR and Comms campaign progress is reported in a consistent and timely manner and in close alignment with all other relevant departments.
  • A flexible approach will often be required to support both PR and Comms strategies as well as full campaign planning and execution for multiple titles.


  • Formulate and implement winning regional PR & comms strategies for Tencent's IPs, creating brand relevant stories that generate awareness & excitement amongst consumers.
  • Collaborate with all relevant stake holder to shape regional comms strategies and develop actionable programs & tactics.
  • Lead & collaborate with regional PR agencies to design and implement original feature led angles / ideas throughout technology and lifestyle press.
  • Collaborate with external partner brands to create and implement regionally engaging programs aligned to strategic comms priorities on each title.
  • Work with agency partners to ensure effective campaign performance KPIs are calibrated and reported against throughout entire campaign lifecycle.
  • Allocate, track and report regional PR & Comms budgets across markets, agencies and other initiatives.
  • Monitor and evaluate campaign performance and ROI using a combination of reporting tools.
  • Identify best practice for comms within the video game industry (and broader digital entertainment sectors) and share across partner teams to help drive organisational learning and development.
  • Travel (as necessary) to London and other international locations as a representative of Tencent Games.

Reports to

Senior Marketing Manager New Products, Western Europe.

Parts of the New Products

Tower of Fantasy : https : / / / en / index.html#page1

NIKKE : https : / / /

Essential Skills & Experience

  • Bachelor degree or above.
  • c. 8+ years experience in consumer PR, of which a significant number must have been spent in a regional role.
  • Experience in video game marketing is essential, ideally with an understanding of F2P and GAAS models.
  • Solid social media experience leading both design and measurable execution across multiple platforms and territories.
  • Strong understanding of communities and how to build, engage and sustain them with a video game or another form of digital entertainment.
  • A strategic thinker with the ability to conceptualize broadly across various solutions, yet enjoy operating at a hands-on level.
  • Passionate, committed, self-starter with high levels of initiative, energy, ownership, urgency and a sincere willingness to learn from team members at all levels.
  • Strong influencing skills and the ability to effectively engage with a wide variety of stakeholders.
  • Able to work under pressure and find solutions to multiple and varying needs.
  • Passion for communications, creativity and innovation.
  • Versatile project manager able to drill down into detail and clearly think through project timelines & interdependencies.
  • Outstanding written and oral skills, to build productive relationships.
  • Proactive and approachable personality that thrives in a dynamic team environment.
  • Ambitious and tenacious in nature, able to work autonomously when required and maintain a great sense of humor.
  • Personal passion for video games.
  • Valid passport and ability to travel as required.

Desirable Skills & Experience

  • MBA or equivalent.
  • Mobile games experience.
  • Fluency in Mandarin a plus.

Location of Role

Western Europe (UK, Germany, Sweden, The Netherlands)


  • A diverse and inclusive work environment where you can connect with colleagues from around the world.
  • A safe and supportive organizational climate to continue to grow and hone your craft.
  • 25 days annual leave, long-service awards, flexible work arrangements, private health insurance and pension plan.
  • Additional benefits such as annual trips, gym membership, working lunch, Family Day and other cultural events and festival gifts.

Tencent Games is proud to be an equal opportunity workplace and is an affirmative action employer. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability or gender identity.


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