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I am an all-round marketing leader who loves videogames, and helping developers unravel the mysteries of marketing their games.I have delivered high conversion marketing campaigns for world-class brands including Star Wars, Harry Potter, Sonic The Hedgehog, Batman, Marvel, and DC Comics. I have controlled Amazon advertising, email marketing, publicity, social media, branding, creative services, and tradeshows.AchievementsIn leading the marketing function at Insight Editions I have delivered:- 6X increase in Amazon AMS driven revenue, 2018 - 2019- 100% increase in cumulative pre-orders, 2018 - 2019- 100% increase in email-driven revenue, 2018 - 2019- 3X increase in trade show revenue, 2018 - 2019- A 2019 Clio award for our Harry Potter: A Popup Guide To Hogwarts campaign- A 2020 New York Times Bestseller list appearance for our Graphic Novel "Bowie: Stardust, Rayguns and Moonage Daydreams".Profile- EXPERIENCED AND ASSURED: 19 years of global entertainment and technology B2C and B2B marketing within video games, books, toys, and gaming middleware.- LICENSED IP EXPERT: Through marketing roles at Hasbro, Sega, Unity, Havok, and Insight Editions I have great experience in managing licensed IP and have built strong collaborative marketing programs with partners such as Lucasfilm, Warner Bros, Nintendo, Sony, Ubisoft, Qualcomm, Intel and HBO.- RESULTS DRIVEN: I specialize in identifying key drivers within each product audience and building focused campaigns that deliver consistently strong pre-orders and sell-through.- COLLABORATIVE LEADER AND MENTOR: I strive to develop skills rather than dictate actions within my teams. I lead training on a variety of subjects and aim to improve the technical, personal, and communications skills of my teams while always being ready and willing to step in to counsel and correct when needed.Skills- Amazon Marketing Services (AMS) campaign execution and optimization.- Email marketing.- Branding and positioning.- Team Leadership- SEO / SEM.- Trade Shows and Consumer events.- External agency management.- Partner marketing.
Minmax Game Consulting
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Minmax Game ConsultingNovato, Ca, Us
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Founder Minmax Game ConsultingMinmax Game Consulting Sep 2023 - PresentA new and boutique marketing consultancy designed to help Indie and AAA developers bring their games to market. I specialize in strategy, branding, and most importantly simplifying and decluttering the world of marketing for non-specialists.
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Game And Entertainment Marketer | Ex Ea, Unity, 2K, Sega, Glu Mobile, Insight EditionsN/A Dec 2022 - Present
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Global Brand Director2K Nov 2021 - Dec 2022Novato, California, Us -
MarketerGlu Mobile Sep 2020 - Nov 2021San Francisco, Ca, Us -
Vice President MarketingInsight Editions Jan 2018 - Sep 2020San Rafael, California, UsI oversee all marketing and publicity for Insight Editions, an award winning pop culture and lifestyle gift and book company. We specialize in prestige licensed books and memorabilia and are expanding rapidly into new segments and genres, such as Kids, Comics and lifestyle publishing.With a lean team and over 300 product launches per year, I rigorously focus on the most effective, scalable and practical means of promoting our products, blending owned, earned and paid channels into consistent, measurable campaigns. While stretched, my team has excelled and delivered huge and tangible increases in pre-orders, trade show revenue, ad-driven revenue and email revenue during 2019.Key Achievements:- Increased Y.O.Y. product pre-orders by 81%- Doubled Consumer Show sales revenue while halving the number of shows attended.- Increased email revenue by 3x- Expanded Amazon AMS campaigns leading to a 6x increase in ad-attributed revenue with a sub 20% ACOS on our campaigns.- Released over 220 licensed products ranging from Star Wars, Disney, Harry Potter, Downton Abbey and Game Of Thrones to prestige photography and conservation books from leading authors and artists such as Chris Rainier, Art Wolfe, and Louis Schwartzberg. -
Vp MarketingHarmonix Music Systems Dec 2015 - Jan 2017Boston, Ma, UsLeader of the marketing team and driver of all marketing and branding for Harmonix, the renowned developer of Guitar Hero, Rock Band and Dance Central.Managing a team of 9 I set and implemented strategy for all Advertising, PR, Social Media, Influencer marketing, events and first party marketing. In collaboration with our publishing partners took a front line role in selling in products to US, UK and EU retailers such as Gamestop, Walmart, Game UK and Micromania. I also oversaw all first party and platofrm collaborations with Oculus, Sony and Microsoft.- Executed the marketing campaign for Rock Band Rivals on Xbox One and PS4, delivering over 60m paid impressions, $3m in earned media and $15 m in gross revenue.- Drove partnerships with Oculus to secure over $2m in earned media for Rock Band VR for Oculus Rift and the recently announced SingSpace on Samsung GearVR.- Delivered a comprehensive trade and consumer events program, exhibiting at Destination PlayStation, Pax East, E3, GDC, OC3, Pax Prime and Gamescom (Cologne).- Briefed and led rebranding project for the Rock Band franchise. -
Marketing DirectorHavok Jul 2014 - Dec 2015Dublin, IeI drove all global marketing for Havok, the leading provider of physics and Ai middleware for high end AAA games developers.Our technology powered some of the all time great console and pc games including Half Life 2, Assassins Creed, Call Of Duty, Halo and Uncharted.I managed all aspects of the marketing mix, with PR, web, advertising, social media and events all being under my control. - Drove co-marketing program with Ubisoft to promote the use of Havok FX within Rainbow Six: Siege, delivering over $1.5m in earned media. - Executed global events program encompassing GDC, E3, Gamescom and ITSEC. - Led additional Havok Physics co-marketing programs with Warner Bros for Shadow Of Mordor and with Wargaming for World Of Tanks. -
Marketing Director, Unity GamesUnity Technologies Jan 2014 - Jul 2014San Francisco, UsI oversaw all marketing, social media, PR and creative for Unity's publishing arm, Unity Games.- Drove the creation of platform portfolio and strategy and green-light process for console, PC and F2P titles.- Collaborated with developers to create product branding and marketing strategy and campaigns.- Designed and executed the Unity Games 2014 GDC program, curating content and delivering on-booth presentations. -
Director Of MarketingUnity Technologies Dec 2012 - Apr 2014San Francisco, UsAs Marketing Director I oversaw global trade shows and PR for Unity Technologies, the world's leading cross platform development engine for mobile, tablet, PC, VR and console gaming.- Executed Unity’s largest ever events program, increasing participation by 54% while delivering 20% under budget.- Drove the re-branding and expansion of Unity’s “Unite” conference into Brazil, Mexico, Korea, Japan and Europe.- Negotiated co-marketing terms within Unity’s platform agreements with Qualcomm, Microsoft, Sony, Nintendo, Samsung and Blackberry.- Created Unity Pro trail license program with Oculus, delivering over 20,000 licenses to the Oculus Rift VR development community.
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Senior Director Of MarketingSega Of America, Inc. Jul 2009 - Jul 2012Irvine, California, UsLed the US marketing group of 29 staff encompassing Marketing, PR, Social Media, Advertising, Creative Services and events.- Drove US marketing during Sega’s 2010 return to profit, delivering over $170m in revenue against a $33m marketing budget.- Delivered Sega's largest ever software day one order at Gamestop through implementing integrated partner marketing, ATL and PR campaign for Sonic Colors.- Introduced and evangelized metrics-led marketing to the global organization, increasing product presales for the Sonic The Hedgehog franchise by 51% and all M rated product by 74%.- Secured over $11m in partner marketing contribution from Sony, Nintendo and Microsoft to promote titles exclusive to their platforms. -
Head Of ContentSega Europe Limited Feb 2009 - Jul 2009Brentford, London, GbAs SEGA's first ever Head Of Content my primary responsibility was to assess and advise management on the likely quality of products in development. Further to this I established multi-disciplinary groups who's responsibility was to discover solutions to apparent quality shortcomings.Additionally I provided management with a macro level perspective on the market, identifying key gaming trends, new innovations and benchmark setting products in order to contextualise SEGA's product portfolio.Finally I established SEGA's first ever unified product roadmap and review process, still in use to this day. -
Marketing Manager - Core GamesSega Europe Limited Feb 2005 - Feb 2009Brentford, London, GbLeader of the core games marketing team, my group and I established global strategy, positioning marketing asset production for products such as Total War, The Club, Super Monkeyball, Aliens Vs Predator and Spartan: Total Warrior.
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Brand ManagerThq Feb 2001 - Feb 2005Agoura Hills, Ca, Us -
Marketing AssistantHasbro Mar 2000 - Feb 2001Pawtucket, Ri, Us
Darren Williams Skills
Darren Williams Education Details
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Teesside UniversityBusiness Communications -
Whitecross High SchoolGcse
Frequently Asked Questions about Darren Williams
What company does Darren Williams work for?
Darren Williams works for Minmax Game Consulting
What is Darren Williams's role at the current company?
Darren Williams's current role is Videogame and Entertainment Marketer. I love to help companies bring fun products to market..
What is Darren Williams's email address?
Darren Williams's email address is darren.williams@2k.com
What is Darren Williams's direct phone number?
Darren Williams's direct phone number is +141553*****
What schools did Darren Williams attend?
Darren Williams attended Teesside University, Whitecross High School.
What are some of Darren Williams's interests?
Darren Williams has interest in Science And Technology, Education, Economic Empowerment.
What skills is Darren Williams known for?
Darren Williams has skills like Video Games, Marketing Strategy, Marketing Communications, Strategy, Advertising, Online Advertising, Marketing, Creative Direction, Mobile Devices, Integrated Marketing, Product Marketing, Brand Development.
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