Jun 2024 – Mar 2025 · 9 mos

Jul 2021 – Feb 2024 · 2 yrs 7 mos · Los Angeles Metropolitan Area

• Led a large-scale matrixed global marketing organization (brand, creative, production, social, community, influencers, PR, international) for the core of one of entertainment's biggest franchises in the world: League of Legends, with a global passionate player base of 180 million monthly actives across multiple games and platforms.
• Part of the executive leadership team for the games, working jointly to lead all aspects of the player experience, inclusive of long-term vision and P&L. Accountable for marketing strategy and budgets.
• Key Accomplishments:
• Turned League's brand sentiment and perception from a record low-point to an all-time high within 12 months through a cross-company strike-team effort
• Led Riot's first cross-company team for a more integrated IP fandom experience with Worlds 2023, becoming one of the most successful Worlds across esports, game and entertainment
• Partnered with The Coca-Cola Company on one of the biggest gaming IP consumer activation through various branded cans in global market, inclusive of a custom taste: Coca-Cola Ultimate in order to maintain League as a cultural icon with positive brand sentiment and brand recall lift
• Inaugural member of Riot's Mentorship program giving deserving kids insights and new perspectives

May 2019 – Jun 2021 · 2 yrs 1 mo · Los Angeles Metropolitan Area

• Asked by exec leadership to "drop everything" and help shape "the future of the company". Built and led an award-winning cross functional global marketing team (brand, product marketing, creative, community, communications, growth) in - what has been described as one of the most challenging projects in gaming - towards executing one of the biggest game launches in history.
• Operated in a strategic hub-of-the-wheel like role at the intersection of our product, marketing, esports, international and commercial efforts globally. Being part of the product leadership team, as a collective we shaped and refined the long-term vision, opportunities and subsequent strategies in order to have meaningful impact to players and the business. Part of my responsibilities were acting as stakeholder for the game's publishing, live operations and player experience/event efforts.
• Key Accomplishments:
• Built an award-winning, and highly respected team from the ground up
• Convinced Sr. Executive Leadership on a very different long term vision for the brand and player experience
• Successfully announced Wild Rift despite all headwinds (Diablo:Immortal precedent; highly antagonistic audience relationship to a "LOL Mobile" game)
• Navigated an endless stream of challenges leading ultimately to the biggest game launch in history
• Became a trusted key relationship owner with Tencent directly

Sep 2018 – May 2019 · 8 mos · Los Angeles Metropolitan Area

• Worked across League Franchise (League PC and various R&D projects) to redefine the value of regional publishing, capabilities needed, and processes to enable the magic. Various parts of my work are still part of how we work today.

Jan 2017 – Sep 2018 · 1 yr 8 mos · Los Angeles Metropolitan Area

• Led a cross discipline team responsible for global communication, product marketing and brand management for the competitive, player behavior and social experiences of League of Legends.
• Key accomplishments:
• Significant improvement in sportsmanship/toxicity sentiment working closely with product
• Turned one of the biggest live service disasters in League's history into a sentiment win
• Set a new gold standard for go-to-market as a global cross-discipline organization
• Pitched a new strategic joint planning approach for marketing, which ended up being adopted leading to more focus on impact and outcomes
• Pioneered in partnership with Riot's Social Impact team a new approach to turning passion for games into real world impact at scale

Jan 2014 – Jan 2017 · 3 yrs · Los Angeles Metropolitan Area · On-site

• Built the cross-discipline digital marketing team from zero, spanning media planning, partnerships, CRM, content & influencer marketing, community management, social media and marketing analytics, acting as Head of Digital Marketing across Nexon’s western F2P product portfolio.
• Key accomplishments: Lowered average acquisition costs by 200% on multi-million-dollar annual budgets; established a CRM initiative with proven impact on retention and monetization performance across products; significantly beating GTM stretch-goals for new game launch through a digital first, audience focused strategy.

Jun 2013 – Dec 2013 · 6 mos · Los Angeles Metropolitan Area · On-site

• Evolving role to oversee all online, community and social efforts for EALA, leading a team of 16 across the globe.
• Beaten forecasts on two game’s GTM efforts by crafting a holistic digital strategy. Planned and executed multiple large scale consumer events around the world.

Feb 2011 – Jun 2013 · 2 yrs 4 mos · Los Angeles Metropolitan Area · On-site

• Led the world-wide community efforts for EA's Victory Games studio, while also supporting the growing digital marketing and partnership opportunities across the EALA supported group of studios (Danger Close working on Medal of Honor; BioWare working on Mass Effect 3 launch; and with Respawn working on the Titanfall announcement).
• Being deeply embedded with the development team, I built a unique relationship allowing to influence product and marketing direction alike. Supported the development of a more holistic digital marketing strategy for our slate of upcoming titles.

Apr 2010 – Jan 2011 · 9 mos · Berlin, Germany

• Led local go-to-market community, social and esports adaptations of global initiatives across Command & Conquer, Crysis and Medal of Honor for the German speaking market.

Oct 2007 – Mar 2010 · 2 yrs 5 mos · Berlin, Germany

• Focused on player engagement work across various EA franchises – such as Command & Conquer, Crysis, Medal of Honor, Need for Speed, FIFA and Battlefield – for the German speaking market. Supported EA’s esports format EA Masters and EA LANTEAM as lead editor.