Francine Li, formerly of Netflix, has been appointed as the new Vice President of Brand Management and Marketing for game developer Riot Games.
Li will be tasked with building a portfolio of brand marketing leaders responsible for multiple game genres and developing integrated marketing campaigns. Riot Games also noted that Li comes at a ‘pivotal moment’ for the company.
The new Riot Games VP comes from a diverse background spanning 15 years of brand marketing experience. Most recently, Li worked as Global Brand Marketing Strategy Lead for Netflix. Li also worked for Procter & Gamble, Lay’s, ESPN, and digital marketing agency BBDO.
Speaking to AdWeek, Li noted: “Building emotional bonds with consumers is something I’ve always been passionate about. Riot’s unwavering commitment to its players across the games and entertainment landscape has brought people together to form real relationships, which I find truly inspiring.
“I can’t wait to embark on this new adventure and help create more authentic and emotionally-charged experiences to usher in the next generation of fans.”
Interestingly, Francine Li isn’t the first new Riot Employee with high-level Netflix experience. Former Netflix executive Brian Wright joined Riot Games in September to spearhead the game publisher’s new content efforts. Wright is expected to lead a new Riot Games studio and produce content.
The company is also set to launch its first animated TV show, Arcane, later this week.
Esports Insider says: Top-tier hires, such as Francine Li, will undoubtedly improve Riot’s marketing and partnership efforts. The experience Li brings will be invaluable as the company looks to push across different media platforms.