Katrina Strafford (Kat) Email & Phone Number

Philadelphia, Pennsylvania, Us

Gratz Pilates is the original manufacturer of Pilates apparatus and the industry's established source for authentic equipment. Gratz has provided the finest equipment for two generations of classical teachers and studio owners. Gratz Pilates apparatus is used in studios all over the world. Teachers and students know the Gratz difference and consider the apparatus an indispensable part of their practice. You can count on Gratz to protect Joseph Pilates vision by respecting the details of every item we produce. Joe invented it. Gratz makes it.

San Francisco, Us

Turned-around Unity's global D2C subscription and online marketplace businesses. Built a multidisciplinary team including engineering, product management, marketing, ecommerce, data and analytics, and community in order to quickly get these businesses back on a growth path ($150M ARR). To achieve this the team improved the subscription value prop and tier differentiation, fixed rampant data issues, built detailed forecasting and revenue reporting, built a P&L, implemented testing and optimization tools, expanded product offering, and built always-on/data-driven marketing and merchandising capabilities. Led the team responsible for improving onboarding and retention for Unity engine/editor via the Unity Hub and templates. This multidisciplinary team of engineers, product managers, marketers, and designers reduced onboarding-friction for novice users and reduced time-to-productivity for expert users. This work resulted in 10 point NPS improvement and contributed to 30% YOY MAU increase (1.5M).Secured BOD support and C-suite funding for exploration of no-code, AR, content creation product suite. Built and led the team from zero to one. This team leveraged Unity engine/editor and existing 3rd party tech to build a purpose-built product for Gen Z creators who don’t code, yet wanted to leverage AR and real-time 3D capabilities to build unique content and experiences.

San Francisco, Us

Built and scaled the marketing organization from Series B to IPO-ready (NYSE: U, Sept 2020). Hired and developed product marketing, content marketing, partner marketing, digital marketing, performance marketing, brand and creative, events, research and analytics, community and social media, web product and engineering, and Made with Unity team. This team supported the entire company, all lines of business including Engine/Editor, Monetization/Ads, Labs/AI, B2B and D2C sales models, end-to-end product life-cycles, and M&A integrations. This team led GTM, contributing to 40% YOY revenue growth for 6 years straight, a successful IPO in 2020, and breaking $1B in revenue in 2021 (up from $150M in 2016). Key contributions include managing Unity’s subscription plans, creating new product offerings from existing product portfolio, supporting the enterprise and SMB sales teams with training and sales enablement materials, leading Unity's first subscription pricing increase in 2020 in a way that the community respected and generated an incremental $75 ARR, winning Unity’s first Technology and Engineering Emmy, and delivering beloved experiences and keynotes for GDC, Unite, and other major conferences.

Redwood City, Ca, Us

Built the industry’s first console games subscription, EA Play (AKA as EA Access). Led zero to one vision, product strategy, and GTM. Launched EA Play to rave reviews and grew to one million members in year-one. This first of its kind offering paved the way for Xbox Game Pass and Sony PlayStation Plus.Turned-around EA's digital business - improved P&L ($350M in revenue, 30% growth), brand reputation (Origin), and overall user sentiment (50 pt NPS improvement). Built a customer-obsessed, data-driven, bold culture that overhauled every aspect of the business to get it back on a growth path - forecasting, reporting, brand voice, positioning, communications, community engagement, and feature roadmap and priorities. Introduced new programs, products/services including the Great Game Guarantee, one of the earliest and user-friendly refund policies, EA Play PC, a multi-publisher PC subscription service, and Origin Humble Bundle, which raised $10M for charities and tectonically shifted brand perception. Led GTM for EA’s $500M mobile business (20+ games) including SimCity Build It, The Sims, Star Wars: Galaxy of Heroes, Bejeweled, and Plants vs Zombies multi-platform brand. Combined customer and brand research with community and social sentiment to create an ongoing voice of the customer for each brand. Developed AAA quality creative platforms and leveraged our brands to drive billions of installs via owned, earned, and paid media. Onboarded and engaged players through curated first-time-user experiences, and daily/weekly events to drive retention and monetization.Led vision, strategy, and experience design for EA Player Network, a strategic initiative to recognize and treat players as the individual they are across EA’s portfolio of games, and as a result lower CAC and grow LTV of players.

Redwood City, Ca, Us

Built the digital business for the Games Label from zero to one. Led the D2C transformation for the blockbuster franchises in the Label, including Battlefield, Need for Speed, Dragon Age, Mass Effect, Medal of Honor, and Dead Space. Set the vision, roadmap, and GTM for the digital business. Provided digital content strategy, insights, and GTM best practices to the studio and franchise marketing teams. Managed 1st party platform relationships to achieve digital marketing and sales goals on those platforms. Built the digital GTM capability required to grow a thriving D2C and CPG business - grew and managed communities from thousands of members to tens of millions, created 24/7/365 community engagement capabilities, developed sentiment reporting to manage crises and improve sentiment. Built web experiences, digital customer journeys, and EA’s first performance marketing team.This built from scratch team of data engineers and analysts, digital product managers and digital marketers, growth marketers, web product managers and engineers, and social and community managers grew digital revenue 30% in year-one and contributed significantly to EA achieving its $1B in digital revenue target in 2011.

Redmond, Washington, Us

Built the playbook for how to jointly go-to-market with the biggest and best companies in the industry (Activision, Rockstar, EA, Valve, Harmonix, and more) to drive 3rd party revenue and 1st party hardware and services revenue growth. GTM included shared objectives and targets, positioning, narrative, branding, communications, media, (TV, print, online), sponsorships, live events, merchandising in-store and online, bundles, and programming on Xbox Live. Key member of the 3rd party portfolio team which was responsible for building the 3rd party portfolio, determining partnership priorities, forecasting and delivering 3rd party revenue, developing fair policies to grow the ecosystem, and onboard new publishers/studios during the Xbox 360 generation.In total, this work helped to grow both 1st and 3rd party revenue, and resulted in Xbox becoming the industry’s preferred platform partner of the generation, beating out Sony for the first time.

Redwood City, Ca, Us

Led GTM for the Need for Speed, Def Jam, SSX businesses, generating more than $500M, $200M, $150M in revenue respectively. Worked side-by-side with studio, marcom, and sales to grow these businesses to new heights. GTM included audience and product insights, competitive comparisons, feature prioritization, pricing, naming, positioning, communications, community and influencers, creative platform, endemic and celebrity partnerships, branded content, sponsorships, events, in-store merchandising, product/services bundles, advertising, and co-marketing with console manufacturers.Need for Speed Most Wanted (NFSMW) is the highest-rated and best-selling product in the series, selling more than 16 million copies and winning several "Best Racing/Drive Game Awards". NFSMW was an Xbox 360 day-one launch title featuring 30+ licensed cars, open-world racing, police chases, car customization, multiplayer races, and a live-action/virtual production story.Def Jam Fight for NY (Def Jam NY) is the best-selling Def Jam product in the series and won several "Best Fighting Game Awards". Def Jam NY is a cult classic, loved for its unique concept that combined hip hop culture and figures with fight game mechanics to bring to life a truly original and engaging experience. Def Jam NY featured the likeness, voice, and music from 25 hip hop artists (Snoop Dogg, Method Man, Redman, Ludacris, Busta Rhymes).SSX 3 is the highest rated SSX product in the series. It generated $150M in revenue in and won dozens of awards, including “Best Sports Game of 2003” and “Game of the Year”, due to its pick-up-and-play controls, innovative game design, open-world, and charming characters.

Managed the brand and P&Ls for NASCAR, Trophy Bass, and Trophy Hunting. Developed GTM plans with a focus on visual ID development, point of sale merchandising, promotions, and partnerships.

London, Gb

Supported the event planning and execution for the Bank of the West Classic Tennis Tournament and TransAmerica Senior Golf Championship. Sold local sponsorships, negotiated in-kind trades, ticket distribution, and managed onsite player services.

Master Of Business Administration, Warsaw Sports Business, Entrepreneurship

Bachelor Of Science, Exercise & Movement Science, Psychology