Content Marketing Manager
San Mateo, CA
Nov 2020 – Sep 2022
The Story
Super Evil Megacorp builds cross-platform, AAA games that break creative and technical boundaries. In 2022, we launched Catalyst Black, a critically-acclaimed battleground shooter on iOS and Android. In my role as Content Marketing Manager, I took a triple threat approach to my work.
Marketing
I love connecting consumers to products. Within the Growth, Engagement, and Monetization unit, I conceptualized go-to-market campaigns for the May 2022 global launch. Leveraging our wide pre-release support and unique customizable loadouts, I planned and executed digital content releases on Twitter, Facebook, Instagram, TikTok, YouTube, and Discord for a massive audience. I worked closely with our marketing art team to provide direction on player-facing assets.
Communications
If we said it, I wrote it: editorial, app descriptions, UA ads, landing page, press releases, and social media captions. Catalyst Black was a featured game in the Apple iPhone 13 keynote event, leading the charge on showcasing ProMotion’s 120hz capabilities. Ahead of this coverage, I led our landing page branding, copy, and design layout cross-team to welcome new players to the pre-release environment.
Business Development & Product Management
Partners love to support companies that choose to innovate. I assisted the business development team on positioning strategic partnerships with Apple, Samsung, TikTok, Snapchat, and more industry-leading tech companies by ideating collaboration opportunities, reviewing presentations, and providing feedback on meetings with representatives. I also was the core link between players and the product management team, ensuring that expectations are met while guiding a robust product roadmap. Growing a player base that feels connected to our decisions is important to me. An engaged community enables successful partner relationships.
The Results
- Conceptualized global go-to-market campaigns for new AAA mobile game, executing on marketing research and product launch goals.
- Drove new ad copies and creatives showing 32% CTR increase using Meta Ad Library research and Singular data.
- Led landing page brand strategy, marketing copies, and design cross-team ahead of Apple iPhone 13 keynote feature.
- Built social media plans and identity from scratch for global audience and coordinated asset creation, growing channels to collective following of 81,000.
- Storyboarded and wrote press releases managing cross-functional stakeholder collaboration, achieving a reach of 127 million UMV.
The Learnings
- Corporate-style responses are out. Include personality that resonates with your audiences in brand communication.
- Be prepared to evaluate your work and ask yourself the difficult questions in order to iterate and improve.
- Try your best not to get bogged down in the details, otherwise you fall behind in the tech industry’s fast-paced nature.
- Friction in your work is okay. Learn from it, and bring the mindset that stakeholders want to the next project.
- A hotdog is not a sandwich.
