Senior Social, Influencer and Marketing Manager
Progressive and inclusive social, influencer and marketing leader with 14 years of experience spanning the gaming, esports, and tech industries inclusive of Fortune 100 brands. With a proven ability to navigate both real-time public-facing challenges and long-term strategic goals, I embrace change and seek innovative solutions through pillars of mentorship, engagement, clear communication, and always strive to be the calm head in a crisis.
My origins in content writing and editorial direction evolved into multifaceted expertise spanning digital marketing, narrative development and ideation, ongoing game support, creative campaign execution for Growth and Community, and cross-functional stakeholder management.
I thrive in dynamic and creative environments where community and content are footholds. I love to help bridge interdepartmental gaps and find ways to collaborate on larger-scale campaigns. From SEO optimization and maintaining integrity of brand across licensed IPs to active involvement in Live Ops and Growth, I'm all-in on creating unforgettable community experiences.
As a strong leader with an eye for detail and a flair for creative initiatives from conception to completion, I am up to the task. With experience spanning international event planning to campaigns for go-to-market products, I feel readily equipped to work on creative, conceptual and in-person projects. I most enjoy conceptualizing projects from humble beginnings to fantastical fruition. I specialize in Initiation, Planning and Closure.
On location for all videography and tournament proceedings and management, directed and actively directed and participated in the editing process of content, sourced all in-game clips utilized in outbound social and marketing communications, acted as contact point between the client and the content teams, worked with the Publishing and Media departments to execute this video and other deliverables on Republic of Gamers social platforms, websites, and stakeholder reports.
Worked with the EU Riot office within esports, acted as editorial and creative input for this episode of Behind the Stream, provided direction and managed social publication and in-game client promotion.
Marketing has run through every role I've held, from SEO-driven editorial at Riot Games to community marketing at Twitch and go-to-market launches in mobile games. I pair creative campaign ideas with metric-driven decision making, working closely with Growth, Live Ops, Branding and PR so every campaign serves both the community and the business.
Implemented 4 GTM campaigns for Uken Games and Sarepta Studio, coordinating across Product, Narrative and Social teams.
Deep analysis of social approaches and new implementations, like introducing Stories to IG and FB by re-utilizing Growth assets.
Creative campaign execution for Growth and Community, bringing Narrative and Live Ops together on large scale community campaigns.
Increased ARPDAU of Community users by 165% for Ava's Manor and stabilized ARPDAU of My Child New Beginnings at $0.05.
Written and social media campaigns built on SEO optimization and past results via Google Analytics.
Creator and sponsorship decks and content creator programs, including Twitch Rivals x Pizza Hut and a Fortune 100 brand, plus decks and one-pagers for Esports World Cup stakeholders.
Maintaining integrity of brand across licensed IPs, from approved hashtags to feedback on community assets and copy.
Drip campaigns, blog posts, and PR and brand statements across every major social platform.
I thoroughly enjoy bringing creator/influencer and community-oriented campaigns to more marketing strategies. Collaborations internally and within content circles as well as metric-driven decision making to pivot strategic responses to market and sentiment shifts are imperative to my approach when working within unique communities, especially within permanently evolving tech landscapes. Messaging and hitting the right notes with the client's community are always my focus and I excel at finding influencers that suit my client's goals and core beliefs so that both parties can come away from a collaboration feeling fulfilled, understood and satisfied.
Content strategies with diversity and equity in mind to best support our communities have been important focuses of my work as Project Manager, Community Marketing for Twitch as well as Senior Content Producer for Creative Social Media Services. Primarily working with our Community Management and Media departments, my position allowed me to conceptualize projects from humble beginnings to fantastical fruition. With Riot Games, I gleaned important information on what it takes to create successful written and social media campaigns based on SEO optimization and past results via Google Analytics. Ensuring our statistics were up to date, Proofreading and formatting content, filling out content + freelance management calendars and staying on top of emails were some of the most imperative tasks I dealt with regularly.
Ideated campaign for Pride Month 2021, sourced talent, communicated what recorded clips we required, curated campaign outline and visual vision, collaborated with Branding and PR on messaging, curated new video and graphical templates, provided feedback cycles and final QA, published on socials inclusive of YouTube, Twitter, Instagram, Facebook.
Determined content and curated script of video, sourced all stream and concert clips, provided recording direction to Matt Heafy inclusive of reshoot requests, determined layout and visual presentation of video, managed freelance editor for creation, provided feedback cycles and final QA.
Ideated Black History Month video concept during BLM initial movement, determined content of video, sourced all stream clips, created timestamped document detailing where I wanted each clip in order as well as voiceover timings, determined layout and visual presentation of video, managed freelance editor for creation, provided feedback cycles and final QA.
Official Mattel Match 3D mobile game in collaboration with Uken Games
Google Play Store
Sarepta Studio's narrative simulator mobile game, a spiritual successor to BAFTA-winning My Child Lebensborn
Google Play Store
Uken Games original IP Tri-peaks Solitaire mobile game
Google Play Store
Born and raised in Ontario, Canada, I have travelled worldwide for my work and education. Predominantly spending time in Toronto, Los Angeles, and Berlin, I have had opportunities to collaborate with incredibly unique cultural and politically diverse clients. My career began in Editorial, working on Heroes of the Storm for Blizzard Entertainment and various news outlets, but has since expanded vastly to include experience as a Project Manager, Community Marketer, Lead Marketing Strategist, Community Manager, and Social Media Manager. My goal is to continually develop my competencies and I will always step up and help my team members reach their potential as well.
