London Area, United Kingdom
Attention is decaying and young audiences are opting out of brand media. Spend is increasing while memory and trust decline. Senior brand teams come to us when traditional channels no longer deliver time, trust or repeat visits from Gen Z and Gen A. We build inside Roblox. Not as a game, but as social infrastructure where 132M daily users (as of Q1 2026) spend 2.5+ hours per day playing, watching, building and talking to friends. We don't sell impressions. Our work earns hours spent and repeat visits, measured over years rather than launch weeks. For Hasbro, Moonbug, Nickelodeon, Spin Master, Mattel, Paramount, Perfetti Van Melle, Kraft Heinz, Kellogg's, Netflix and Max Mara, we have built experiences that compound. Find The Blippis, our owned world for Moonbug, has driven 28M+ visits and continues to compound through Moonbug's ongoing live-ops investment. Nimona × Shark Bite, a four-week Netflix integration, delivered 30M visits inside its window. The right shape depends on what the brand needs the activation to do. The brands we work with are managing the tension between performance today and relevance tomorrow. Youth reach and platform risk. Innovation budget and boardroom defensibility. If you're working out how to move gaming from an experiment into the media plan, or what should have been different the first time, I write about it biweekly in The Play for Brands. Subscribe via my profile, or get in touch. 📩 [email protected]
Leading partnerships and commercial strategy at a Roblox-native studio. 275M+ plays across experiences built for Hasbro, Moonbug, Nickelodeon, Spin Master, Mattel, Paramount, Perfetti, Kraft-Heinz, Kellogg's Netflix, Max Mara and NERF. We design for engagement hours and return behaviour, not reach. COPPA-compliant infrastructure that earns time instead of renting attention.
•Led strategic partnerships to bring beloved global brands to Kinzoo’s audience of kids and families, collaborating with Dog Man, Sonic, SpongeBob, Angry Birds, The Wild Robot, and more. •Developed and championed an opt-in branded content approach with major partners like Paramount, Universal, Cartoon Network and Rovio, ensuring both compliance with kid-safe engagement standards and maximizing brand impact through higher engagement rates. •Focused on creating meaningful, safe, and fun digital experiences that connected brands with young audiences in an authentic way. Kinzoo believes in the positive power of technology—and we build apps that give kids and parents the best of the digital world. We empower children to safely connect with family and friends, explore their creativity and cultivate new passions.
Acquired by Roblox (NYSE: RBLX). Responsibilities: ✦ Directly managed B2B arm of the business, responsible for all areas including direct sales, customer success, content marketing and finance. ✦ Lead and managed a Content team of six to produce video tutorials to teach children programming using Roblox and Minecraft. ✦ Built and nurtured trusted relationships with key clients, partners, and stakeholders, including the BBC, Minecraft, Roblox and Teach First. ✦ Accountable for and contributed to effective staff recruiting, onboarding, professional development, performance management, and retention. ✦ Designed and developed the educational curriculum that underpinned all learning content produced for Code Kingdoms products. Achievements: ✦ Identified the opportunity for a new B2B offering then designed and managed the channel. $200k generated in the first 12 months represented 20% company revenue that year; $500k in first two years. ✦ Managed partnership for the BBC micro:bit project which, in collaboration with the BBC and others, launched a small piece of programmable hardware to 1 million UK school children in 2016. ✦ Managed the recruitment and development of staff to double employee headcount in 18 months.
Responsibilities: ✦ Developed the capabilities of world-leading adaptive learning platform using Protégé & GATE. ✦ Wrote, edited and managed Science content for US K-12 and Chinese undergraduate programmes of study. ✦ Consulted on Scientific and pedagogical content for external projects – Natural History Museum, MIT, Shantou University, Pearson Education. ✦ Managed the Schools Engagement Program. ✦ Marketed the learning approach to schools and key educational institutions in the UK, US and China. ✦ Researched, designed and reviewed immersive learning experiences and ensured scientific continuity in products. Achievements: ✦ Instructional designer for first app release, Hakitzu, which was listed 3rd in the Guardian’s ‘Top 50 apps for kids’, was a number one educational game in four countries and in the top 10 in more than 15 countries. ✦ Winner of LILE 2013 Best Paper Award at the 3rd International Workshop on Learning & Education with the Web of Data.