Lattice80 Top 100 Leaders In Global Tech 2019,
CryptoVixens Trailblazer Award 2019
I am a passionate collaborator, communicator, and storyteller. I drive results by cultivating customer-centered cultures with effective marketing communication strategies across global organizations. I have two decades of experience on digital network products, including entertainment companies Microsoft Xbox, Hasbro, Lucas Films, and Riot Games, and B2B blockchain with NEM and Symbol from NEM. I serve as an Advisor for Predixa Group LLC, NEM, and the OKCoin Exchange.
Pre-blockchain, I worked on some of the world’s first digital tradable assets in Pokémon Online, Magic: The Gathering Online, League of Legends, and the Xbox Digital Marketplace. My game industry experience turns out to be highly relevant to the new industry of blockchain technology and cryptocurrencies, which involve digital assets, expanding engagement and participation with virtual economies, and using game theory to incentivize users to act in the best interest of the network.
Collaboration, community, and connecting with others is at the heart of everything I do. I am drawn to spaces that are based on bringing people together despite challenges - which is why I've devoted my professional life to technology, gaming, and leadership.
Predixa Group LLC
Blockchain Advisor and Digital Marketing Consultant
Predixa is a research and advisory firm providing information and in-depth cryptoeconomic audits and consulting for leaders in tech, IT, engineering, blockchain, enterprise, marketing, and financial analysts.
NEAR Protocol / NEAR Foundation
Marketing and Communications Consultant
2020 - 2021
NEAR is a new application platform, designed to bring blockchain to wide variety of mainstream applications. Focusing on developer and end user experience, NEAR is building high performance infrastructure.
Oversaw marketing and communications for the NEAR Foundation, the advocacy and educational arm for the NEAR Protocol.
Provided ongoing support for PR and marketing initiatives for NEAR Protocol's ecosystem including: Aurora (NEAR EVM), Rainbow Bridge, Sputnik DAO, Climate Neutral Programs, NFTs, DeFI, Ref.Finance, and Creator Communities.
Responsible for managing a team of marketers leading the creation and execution of the global marketing strategy including customer lifecycle management, business development, and new product launches.
NEM.io Foundation / NEM Group Limited, Singapore / Gibraltar
President, Director, Advisor
2019 - 2020
Held the top leadership role and grew the company to 75+ software professionals distributed over 18 countries. Led merger & acquisition to NEM Group in April 2020.
Managed C-staff, budgets, represented NEM with engineering talent, partners, investors, universities, exchanges, and community.
Restructured the company from a localized structure to a product-team structure in under 3 months, reduced OPEX expenses, and raised $8M in funding in a financial market downturn.
Created company-wide standards, global communications, education/training portal, and performance metrics reporting systems.
Oversaw creation of the new Symbol from NEM brand, representing NEM’s biggest new product in 5 years.
Rebuilt the company’s financial structure to meet regulatory compliance standards.
Implemented global partner support programs.
Communications & Marketing Director
2017 - 2019
Transformed the marketing communication strategy, which helped grow the market cap from under $2 billion USD to over $9 billion USD.
Overhauled marketing content pipeline expanding across platform.
Leveraged PR tools such as Cision for managing communications, impact, and outreach.
Created and produced a transmedia marketing and YouTube channel called Inside NEM (~14K subscribers/followers) with custom content aimed at developers and education. It was translated into 5 languages and rebranded to Inside Tokens in 2020.
Supported leadership on driving new ways to enhance product life and correlating KPIs.
Represented the company in interviews, speaking events, training, and business development as well as key partnerships including the United Nations, Bank of Lithuania, and Crow Tribe.
Managed global events and tradeshows.
Led crisis management during the largest financial hack in history.
Oversaw public relations, media trainings, and PR strategy.
Aspyr Media, Texas
Director of Marketing & Community
2016 - 2017
Aspyr Media is an independent game developer and publisher of licensed franchises such as Star Wars, Call Of Duty, Sid Meier’s Civilization, The Sims, Layers of Fear, and Borderlands.
Led global marketing and community efforts to connect, acquire, and retain customers across console, PC, Mac, and mobile platforms.
Riot Games / Tencent, California
Marketing and Communication Strategist
2013 - 2016
Riot Games is a game developer and publisher of League of Legends, the world’s top-grossing PC game with a community of over 67 million users worldwide.
Assisted with PR and marketing communications strategy and execution for the Riot and League of Legends brands, driving $1.6 billion in annual revenue.
Assisted with the internal communications brand strategy and execution, and L&D programs.
Accolades PR/ Austin, Texas
Mobile Marketing Director Consultant
2014 - 2015
Accolades PR was a results-oriented communications firm committed to progressive strategies in public relations, social media and digital/mobile marketing. The company was acquired in 2015.
• Provided strategic counsel and marketing optimization for mobile clients ranging from Fortune 500 companies as well as Austin’s own SMBs.
Director of Marketing
2011 - 2013
Raptr was a social networking and data analytics start-up focused on big data in gaming (that evolved into Plays.TV in 2017). Raptr was the first company to systematically track and analyze gameplay behavior across PC, console, web, and mobile.
Managed a team leading the creation and execution of the global marketing strategy, including customer lifecycle management, a full-featured loyalty program, business development, monetization, and new product launches in 20 countries.
Collaborated on product development strategy for the Raptr desktop client and website to drive and support 50M+ new installs.
Led business development and the Raptr Rewards program with key partners such as EA, Microsoft, and Mojang.
Microsoft / Xbox, Washington
Sr. Global Marketing Consultant
2008 - 2011
Xbox is Microsoft’s flagship gaming platform, with over 65 million monthly active players.
Led the design and execution of global marketing strategies to optimize sales, profitability, and competitive marketplace positioning for products across Xbox Marketplace, Bing, Skype, and MSN.
Assisted with the global launch of the Xbox Live digital marketplace, which was Microsoft Xbox's first digital gaming download store.
Helped launch some of the World's most loved social games including: Bejeweled 2, FarmVille, Plants vs. Zombies, and more on MSN Games network and Bing Games.
Mike's Hard Lemonade, Washington
Associate Brand Manager
2006 - 2008
Mike’s is a $150 million/year alcoholic beverage brand.
Developed product features, new branding for mocktails, and successful marketing programs for five SKUs.
Managed all relations with retail and distribution partners in development of point of purchase materials, sales incentives programs, and promotion plans.
Wizards of the Coast / Hasbro, Washington
Global Brand Manager for Magic: The Gathering
2000 - 2006
Magic: The Gathering is a $400 million+ multimedia gaming brand, spanning PC, mobile, console, and tabletop products. It was one of the world’s first online digital collectable gaming products.
Developed successful domestic and localized international marketing programs.
Held P&L responsibility for the brand in 2005 and 2006.
Skills & Tools
Chatbots, Predictive Modeling, Automation, Tableau
Google Analytics, Facebook Analytics, Twitter Ads, Hubspot, Salesforce, Zoho, Ad Campaigns
PUBLIC SPEAKING & THOUGHT LEADERSHIP
Media Trained, Comfortable speaking to groups of all sizes
BRANDING & BRAND STORYTELLING
Copywriting, Customer Journey Mapping, Brand Best Practices, Brand Identity, Rebranding, Storytelling and Messaging
DESIGN & VIDEO
Adobe Creative Suite, Canva, Photoshop, Sony Video, Photograpy, Wix, Wordpress, Sound Recording, Podcasting
PRODUCT DEV & MANAGEMENT
Asana, Java, Jira, Microsoft Office, Slack, Trello, Zoom, Agile Methodologies
COMMUNICATIONS & PUBLIC RELATIONS
Cision, Meltwater, Prowly, Press Releases, Media Relations, Media Training, Story Pitching, Podcasts, Video Conferences, Crisis Management
DIGITAL MARKETING & EXECUTION
Digital Marketing, Marketo,
Mailchimp, Constant Contact,
Send Grid, Survey Monkey
SEO & SEM OPTIMIZATION
SquareSpace, SEMRush, Backlink Analysis, Meta Descriptions, Tags, On-page Optimization, Off-page Optimization
Bachelor of Arts Degree
University of Washington, Seattle, Washington
Certification, Working Toward MBA
Digital Marketing Automation, AI, and Analytics Certification, Kellogg School of Management, Northwestern University
2000 - Present
Professional development programs at Hasbro, Microsoft, NEM Foundation, Hubspot, and Riot Games
Digital Marketing Strategy
Media Training & PR
Product Development and Branding
Speaking & Leadership
Digital and Video Production