Marketing COnsulting
MY ThESIS
Modern entertainment marketing is about identity. People don’t buy video games, they choose identities; and they join communities and follow personalities that affirm those identities.
Social media has made us more tribal than ever; and the more things that scream for our attention, the more we want our real selves seen. Authentic, representative voices become the ultimate seduction.
My marketing practice focuses on authenticity, identity and belonging; helping companies co-create brands with the communities that love them.
WHEN IT COMES TO LIFE
What I do
I'm a board-level marketing advisor to game companies. I work with founders, CEOs, and boards at the altitude where marketing stops being a campaign question and becomes a business question.
After two decades building global franchises — VALORANT, League of Legends, early Fortnite — and a turn on the investor side of the table helping a private equity fund create value across its gaming portfolio, I bring both lenses to your company: the operator who built the brand, and the investor who had to judge whether someone else's marketing would deliver the return.
Most studios don't have a marketing problem. They have a marketing-as-a-business problem — an opaque growth engine, spend the board can't read, a marketing leader who's unproven or unsupported. That's where I come in.
Marketing diligence & value creation
Before you invest, acquire, or commit the next budget, I pressure-test the growth engine: is it real, where is it leaking, and what would it take to fix? Then I turn that into a value-creation plan tied to revenue, margin, and exit.
CEO & CMO counsel
I'm the board's marketing conscience. I mentor and pressure-test your CMO and senior marketing leaders, fill the commercial gaps that first-time CEOs often carry, and give the board an independent read on whether marketing is built to win.
Marketing org & talent
I diagnose what your marketing function is missing, design the structure to fix it, and help you source and vet the leaders to fill it — having built and stood up cross-functional marketing teams from zero.
Brand, positioning & go-to-market
From product-market fit to your biggest launch moments, I help you find the audience, sharpen the brand, and show up at the beats that move the business — at franchise scale.
Performance & measurement
Across mobile, PC, and console, I bring portfolio-scale pattern recognition to media efficiency, measurement, and the question every board asks: is the spend actually working?
How we work together
I work as a board advisor, board observer, or on focused value-creation engagements — scoped so you never over-invest in marketing before the business is ready for it.
Brands and Companies I’ve worked with
LEt’s Connect
Let’s connect in short Zoom call to talk about how I can support the growth of your organization.