30 years scaling entertainment's biggest franchises — Final Fantasy, World of Warcraft, Overwatch, Spider-Man — to audiences in the tens of millions, with revenues from $500M to $1B.
Let's Connect →
Three principles have shaped every campaign, every launch, and every team I've built. They're not frameworks — they're convictions.
Before a brief is written, before a creative platform is conceived, before a single dollar is allocated — you have to know who you are talking to. Not as a demographic abstraction, but as a human being with motivations, habits, passions, and frustrations. The consumer is not the audience for your marketing. They are the reason it exists.
In every major launch I've led — from World of Warcraft to Overwatch to Final Fantasy — the campaigns that broke through were the ones built on a precise, research-backed understanding of the player. Who are they? What do they care about beyond the game? Where do they live in culture? What will make them feel seen? When you can answer those questions with confidence, the strategy almost writes itself. When you can't, no amount of creative execution will save you.
The old model — product ships, then marketing figures out how to sell it — is a recipe for misalignment, missed opportunities, and mediocre launches. The best work happens when marketing is embedded in the development process from the earliest stages.
At Blizzard, I made it a priority to put my brand and go-to-market teams inside the product studios — present at milestone reviews, contributing to naming and positioning decisions, shaping beta programs, influencing the content roadmap. The result was that by the time Hearthstone and Overwatch were ready to ship, we didn't have to reverse-engineer a story. We had been building one in parallel for years. Marketing wasn't interpreting the product — we understood it from the inside.
Go-to-market is not a handoff. It is a collaboration that begins on day one and never fully ends.
The paid media campaign is marketing. But so is the price point. The platform the game launches on. The influencer you partner with — and the one you don't. The timing of your announcement. The tone of a community post. The packaging. The loading screen. Every decision a company makes sends a signal to the consumer about what the brand believes and values.
This is the discipline most marketers underestimate. They optimize the campaign while ignoring the dozen other touchpoints that are quietly contradicting it. I've always insisted that the marketing team have a seat at the table for decisions that go well beyond traditional advertising — pricing, distribution, platform exclusivity, partner selection — because all of it shapes perception, and perception is what we are in the business of managing.
The most coherent brands are not the ones with the best ads. They are the ones where every decision, across every function, tells the same story.
Icons across three decades of entertainment marketing
Open to senior marketing and publishing leadership roles in entertainment, gaming, and media.