PORTFOLIO
Fortnite Festival: Icon Launches
➤Defined, directed and led the go-to-market strategy for the new music game sensation, Fortnite Festival. Launched Fortnite’s first free-to-play rhythm-based game developed by Harmonix of Guitar Hero fame ➤Launched Fortnite Festival as lead of IP integrations; revolutionized album launches by creating unprecedented synergy between the digital gaming and music industries. ➤ Crashed the Fortnite servers and set a new attendance record with 20M concurrent users (CCU) for Eminem’s season-ending event featuring the medley “Lose Yourself” and “Godzilla” featuring Juice WRLD. ➤ Broke the internet with 28.6M views and 78K retweets as campaign manager for the most successful tweet in Fortnite history when Lady Gaga corrected her “What’s a Fortnite?” tweet for her Fortnite platform debut. ➤Led cross-promotions for award-winning music icons across genres including Karol G, Eminem, Ice Spice, Juice WRLD, Ariana Grande, Billie Eilish, Lady Gaga and The Weeknd. ➤ Propelled 23% lift globally for featured songs including Lady Gaga’s “Bad Romance” and NF’s “The Search”. ➤ Produced 78M impressions, 33M video views and 3.2M million engagements with the release of “Empty Out Your Pockets” for Juice WRLD’s new album “The Party Never Ends”. ➤ Transformed music icons into a major new revenue stream aligning the Grammy-nominated album launch “Hit Me Hard and Soft” from hitmaker Billie Eilish as the Fortnite Festival seasonal headliner.
Epic Games Publishing
Actively recruited as the first external hire for a startup venture, publishing a portfolio of new games featuring diverse voices. Collaborated with Indie, AA, & AAA game studios at all levels of development to analyze studio capabilities and potential revenue. Created a database of vendors as resources for game studios. ➤ Launched over 6 new games by creating global go-to-market strategies, branding guidelines and marketing campaigns as an expert resource to new game studios. ➤ Elevated development for 5 additional games by providing expertise to aligned game mechanics with player motivations and marketing strategies as the voice of the customer. ➤ Developed strategic partnerships with major platforms Amazon, NVIDIA, PlayStation, Xbox, Nintendo and TikTok.
Bungie - Destiny 2
Define & elevate marketing as Bungie spun off from Activision to become one of the biggest, most prolific independent game studios. Created foundational marketing assets while establishing and enriching relationships with first party partners Amazon, Google Stadia, Xbox, PlayStation, Steam, Nintendo and Twitch Prime.
➤ Generated 165% of forecasted revenue ($3.3M v. $2M) by creating and executing the go-to-market strategy for the Destiny 2 battle pass, aligning global teams on marketing campaigns and stratifying targeted audiences.
➤ Designed a learn to play experience that reduced onboarding time for new players.
Wizards of the Coast (Hasbro) - Magic: the Gathering
Managed the global brand & global brand team. Directed and led over 60 gtm's and campaigns for Magic: the Gathering. Defined the strategic 5-year plan for 30 digital and analog products, steering execution of the product roadmap. ➤Defined and documented brand standards and guidelines, establishing a rigorous system for internal and external teams regarding brand voice, logo usage and iconography. ➤Optimized profit, increasing top-tier profitability from 25% to 30% while reducing production and destruction costs through rigorous analysis of P&Ls for each of 18 products; eliminated unprofitable markets due to import/export fees. ➤ Championed and completed a rigorous P&L analysis of 18 products to elevate profitability on the most successful and eliminate the few that were losing money. Managed launches for 10 digital and analog releases per year. ➤Increased revenue 23% on a single product (2M+) while reducing costs by optimizing localization, reducing production from 7 products to 4 products. Reduced lifespan cost $75K via elimination of one product. ➤ Defined the 1-, 3- and 5-year product strategy and executed the product roadmaps for Hasbro’s #2 product, the $300M+ Magic digital and analog gam. ➤Generated 500K+ new digital downloads and 1.2M North American sales. ➤Elevated customer acquisition 4% by creating a digital onboarding product with downloadable tracking and redemption codes.