San Francisco Bay Area
I'm a gaming and entertainment partnerships executive with 20+ years building brand integrations, creator ecosystems, and go-to-market strategies at Amazon, Twitch, and EA. I work where games, platforms, brands, and creators collide — the fun, chaotic part of the industry where strategy actually has to work in the real world. My focus is simple: find the right opportunities, connect the right people, and turn complicated business models into something teams can actually execute. I’m fortunate to be well-connected across the gaming ecosystem, and I’ve earned a reputation for being a steady voice when things get loud. I lead with clarity, curiosity, and a bias for action — whether guiding teams, shaping partnerships, or helping companies navigate whatever the industry decides to do next. I don’t have all the answers, but I do have patch notes. Areas of focus: Gaming Partnerships · Brand Integration · Streaming Strategy · Creator Ecosystems · Esports · Go-to-Market · Live Entertainment · Ad Products · Team Leadership · UGC / User Generated Content · Operations · Licensing · Revenue Generation / Monetization · Agency & HoldCo Relationships · In-Game Advertising · Sales Org Building & Management · Cross-Functional Leadership
Built and launched "The Glitch," Amazon's first branded games suite inside Fortnite — completing 5 successful campaigns with Dominos, Peloton, TurboTax, DoorDash, and The General; 10 bespoke games; 50+ sponsored livestreams; and 4 creator-led esports tournaments. The Glitch drove +50MM live views on Twitch, and generated meaningful revenue. I led all greenlight/funding, developer selection & game development, creative direction, as well as the go-to-market to agencies/holdco’s and brands. This was an expansion of my existing Twitch role to create ultra-premium inventory to the full Amazon Advertising business, via custom gaming/brand integrations.
Created new, cross-functional operational framework, centralizing games-category strategy across all departments & disciplines. Partnered with product and external teams to launch innovative, award-winning ad products that directly address needs of brands and game publishers during launch, post-launch, and ongoing live services. Built and frequently presented “GamerU” (comprehensive primer for global sales org to ensure expert-level understanding of games industry and culture), and "GamerU Trends" (constantly updated trends presentation, given roughly twice per month)
Built and led the global sponsorship sales org. Created numerous products and other inventories for brand partners to reach Twitch’s streamers and viewers. Led initiatives across publishers, creators, esports orgs, agencies, and internal cross-functional teams, creating high-value, innovative Twitch inventories from concept through production. Examples: Doritos Bowl (Frito Lay / Activision) - The largest-scale influencer-driven esports tournament to date (included Ninja, DrLupo, Shroud, and Courage). +2BB impressions, culminating on stage at TwitchCon. Shopping Show (Disney / Amazon) - Live 4-hour interactive commerce show for Star Wars & Frozen IP. Ready Player One (Warner Brothers) - Activation at SXSW, featuring stars of the movie in a livestream interview. Bits For Blades (Gillette) - Invented & commercialized “Sponsored Bits” product for global Gillette initiative on Amazon.
Led partnerships, and monetization strategy for a cloud-based game development platform and publishing business. Developed strategic relationships with major platforms (Apple, Google, Facebook, YouTube, Twitch, etc.) Built advertising and revenue models across a portfolio of titles, aligning product, marketing, and sales strategies. Partnered with product and marketing to align platform capabilities with revenue opportunities.
EA Ready identifies & develops, and/or creates innovative programs that market EA’s products; not only at no net cost to EA, but at a distinct profit via brand partnership and distribution. As a result, EA Ready allows brands to communicate with gamers in never been done before, highly engaging ways...though most frequently either via branded entertainment, or new distribution platforms. Branded Entertainment - Executions include the reality web series, “The Controller.” Season One (focusing on Battlefield 3) was a highly successful partnership with CBSi/Gamespot and AMD that resulted in over 3MM views. Season Two (focusing on Medal Of Honor: Warfighter), was an even bigger success (+5MM views) - via partnerships with ConAgra/Slim Jim, AMD...distributed through Machinima. Other examples include TV mini-series "The Making of NCAA Football 13," a partnership with Dove Men+Care, which aired on ESPNU, resulting in over 3MM viewers (50% higher than the average college game). "EA Sports Game Time" (currently in national syndication), is a fast paced sports show for kids/tweens. Kellogg's Frosted Flakes is on board for a series of custom segments, featuring AAA athletes like Ray Rice. Distribution & New Platforms - Executions include EA Signal; an interactive video content wrapper around the Madden 12 game demo on Xbox Live and PlayStation Network, in which custom videos were created in partnership with Chevrolet Cruze. This program included a branded achievement/code-unlock, which allowed you to enter a Facebook sweepstakes to win a new car. Another example is The Sims Official Magazine; a bi-monthly interactive tablet zine that has rocketed to over 200,000 subscribers in just two issues. Now available on all iOS, Android, and Kindle devices! In addition to branded entertainment and new platforms, as Head of Video Strategy, the monetization and development of YouTube and mobile video inventory as a media opportunity for EA is the central focus.
Identifying and creating opportunities for brands to communicate with EA's consumers, via In-Game Advertising (DIGA, SIGA), Around-Game Advertising (unlocks, DLC), esports, live broadcast, Web (Pogo.com/EA.com), Mobile Gaming, Mobile Apps, Social Networking, Social Gaming (Playfish), Live Events, Music, Television, Downloadable Content, Transmedia Production, Branded Entertainment, and Custom Programs. Investigating opportunity and developing strategy around building new inventories from numerous yet-to-be traditional sources, such as new-look distribution partnerships, cloud gaming, Cost Per Engagement models (consumer/brand value exchange), and on-pack promotions (codes, entitlements, etc.).
Managed a group of sales reps dedicated to aligning both in-game advertising and online media opportunities with the objectives of Fortune 500 brands.
Worked with game developers and publishers of all sizes to structure partnerships that would integrate Massive's dynamic in-game advertising serving technology into a network of games.
Evangelized the concept and execution of dynamic in-game advertising to advertising agencies and direct clients. Closed programs with Honda, Gamefly, and INTEL that put all three in the launch of the Massive network. Acquired by Microsoft in 2006.