2016-2018
Riot Games
tl;dr We shipped some great advertising and new player UX and shared learnings, frameworks and processes with the global Riot organization. It was awesome.
After my time at BLITZ, I joined Riot Games as part of an effort to evolve how central and regional teams worked together on publishing initiatives, and to level up brand, marketing and growth marketing capabilities across the company.
As a member of the North American team, I led the Publishing organization. Our first tasks were to establish regional goals for publishing, including growth, community health and player satisfaction - and then tie all regional publishing initiatives to those goals.
We developed an initiative brief and canvas, and re-organized our team to support a set of initiatives and longer-view programs - then dove into developing a strategic basis for creative, event and content work, where most of the team was focused.
We created a standard creative brief system, and shared that system across the organization. We also worked on a unified process for creating and measuring work in partnership with central Riot teams.
We developed a series of campaigns for feature launches, as well as growth initiatives and programs for North America - implementing both traditional advertising media approaches, as well as community creator-led content and esports integrations.
We applied learnings and evolved our approach to growth and creative development. I also worked with global executive teams on leveling-up the company’s understanding and clarity on the brand, evolving key language around behavior, vision and mission - enabling teams to take a shared brand brief to their various game launches and ongoing communications.
