Riot Games creates new global brand and marketing VP role

Riot Games has appointed Francine Li to the newly created role of VP for brand management and marketing. Li (pictured) will be reporting to CMO Jason Bunge. Riot Games told MARKETING-INTERACTIVE that the role was created to keep up with the company's product portfolio. As Riot Games continues to expand, the global marketing team has developed a need to increase the breadth of its marketing approach with the intention of reaching new players and ensuring current players continue to have a great experience in-game.

As VP for brand management and marketing, Li will lead and build a portfolio of brand marketing leaders responsible for multiple game genres. She is also required to assist in the development of integrated marketing campaigns to drive long-term player engagement, brand and user growth. 

Moving forward, Li told MARKETING-INTERACTIVE that the global marketing team at Riot Games is looking forward to giving players experiences that excite them in 2022, which will, in turn, bring these individuals back to the company's robust ecosystem. Riot Games currently works with BBH and Weber Shandwick. 

Prior to Riot Games, Li helmed the global brand marketing strategy lead in Netflix for a year, according to her LinkedIn. A member of the brand and editorial leadership team, Li was required to develop a brand strategy that included master brand positioning and narrative for Netflix. She also led a team that was responsible for the development of global creative campaigns, strategy, creative development, talent management, production, go-to-market planning, and execution across owned, earned, and paid media, said her LinkedIn. Additionally, Li was placed in charge of managing the freelance creatives,  strategists, producers, and media agencies. 

Before Netflix, Li was the senior VP and integrated business lead at BBDO Worldwide for two years. During her time there, Li was in charge of the brands Lowe's Home Improvement, CVS Health, Christopher and Dana Reeve Foundation and The Weather Channel. Li also worked at Wieden + Kennedy as its global management supervisor for three years. 

Separately, Riot Games celebrated its 10th anniversary in China last month with the launch of a new campaign. Created by WPP global brand agency Superunion, the work tapped into the League of Legends players’ secret language and evokes memories for League of Legends players from the past 10 years of gameplay. The campaign changed the word anniversary to “Annie-versary” as it was a nod to the iconic League of Legends character, Annie. 

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