Marketing Lead (OPEN)

About Yellow Hearts

Yellow Hearts is a new Indonesia indie game publisher dedicated to discovering, uplifting, and empowering the next generation of Indonesian game creators. Our mission is to champion original Indonesian game IPs and ideas, bold creative voices, and culturally resonant stories. As a small but ambitious publisher, we aim to become the home for Indonesia’s most promising indie titles—supporting them from prototype to global launch.

Role Overview

We are looking for a Marketing Lead who can take ownership of building and driving marketing across our game portfolio. You will be responsible for shaping the overall marketing approach at Yellow Hearts, both defining the strategy and executing it, while working closely with developers and the publishing team to position each game and bring it to a global audience.

You will play a key role in turning great indie games into titles that people notice, talk about, and wishlist.

Key Responsibilities

1. Indie Game Marketing Strategy & Execution

• Develop and execute marketing and launch strategies tailored for indie titles including campaigns pre, current and post game release 
• Plan and run campaigns such as:
  • Steam wishlist growth campaigns
  • Demo launches and festival/showcase participation (e.g. BitSummit, Gamescom)
  • Trailer and announcement rollouts
• Analyse market trends and audience insights to determine best demographics for marketing & ensure the games stand out in a saturated market 
• Define positioning, hooks, and messaging that resonate with global players
• Oversee creation of marketing materials including trailers, key art, screenshots & community assets 

2. Content, Social & Community

• Build and manage the presence of Yellow Hearts and its games portfolio across:
  • Twitter/X, TikTok, Instagram
  • Steam pages
  • Website/blog
• Create and maintain a consistent content pipeline (announcements, devlogs, updates)
• Develop and grow player communities (Discord, players, fans)

4. Media, Creator, & Partnerships

• Build and leverage a strong network across media, creators, communities, and event organizers within the gaming ecosystem
• Lead PR and creator initiatives, including outreach, early access programs, and campaign collaborations
• Develop and manage partnerships that can meaningfully drive visibility, reach, and distribution for our titles

5. Campaign Performance & Growth

• Define, track and report on key metrics including but not limited to:
  • Wishlist growth
  • Engagement
  • Conversion to sales
• Analyse data to evaluate campaign effectiveness and continuously test and iterate campaign strategies
• Manage marketing budget with a strong ROI mindset

6. Events & Indie Showcases

• Lead Yellow Hearts games’ presence in:
  • Indie showcases (BitSummit, TIGS, Gamescom, etc.)
  • Online festivals and demo events
• Build relationships with event partners and organizers
• Ensure strong player-facing experience during events
• Coordinate assets, builds, and messaging with dev teams

Requirements

• 3-5 years of experience in marketing (gaming strongly preferred)
• Strong understanding of:
  • Indie game ecosystem (both global and local)
  • Steam platform and wishlist dynamics
  • Community-driven growth
• Strong existing network across gaming media, creators, events, or partners
• Proven ability to execute campaigns from early stage to launch
• Ability to source, evaluate, and collaborate with external partners and vendors (e.g. agencies, PR, localisation, and other service providers) to support marketing and go-to-market efforts
• Comfortable working in a fast-moving, early-stage environment
• Strong execution mindset (able to both plan and do)
• Passion for indie games and game culture
• Fluency in English and Bahasa Indonesia

Preferred

• Experience in indie game publishing or close collaboration with game studios
• Strong exposure to global gaming media and creator ecosystems
• Experience working with external partners or vendors (agencies, PR, localisation, etc.)
• Familiar with Steam festivals and indie showcases, including how to drive visibility and engagement
• Experience managing platform launch operations (e.g. Steam, Nintendo, PlayStation, Xbox), including store page setup, content assets, pricing/promotions, and release coordination

Why Join Us

• Build the marketing function from the ground up
• Work directly with developers and shape how their games are seen globally
• High ownership and direct impact across multiple titles
• Opportunity to help indie games from Indonesia reach a global audience