Led the development and execution of a consumer insights & market intelligence strategy, building a diverse team that delivered data-driven insights to shape product development, marketing, and revenue growth (e.g., revolutionized product segmentation, increased revenue significantly).Provided strategic analysis of competitor landscape, consumer trends, and product opportunities, informing resource allocation and long-term planning.Industry-leading knowledge of the gaming motivations, behaviors, and preferences of current and prospective players of Magic: The Gathering, Dungeons & Dragons, other TCGs/CCGs and roleplaying games, along with those who play various video game genres (e.g., RPGs, Action-Adventure, Strategy).Identified emerging trends in global video games, collectibles, graded card markets, and entertainment consumption, directly impacting business strategy.Standardized evaluation processes for new initiatives and partnerships, ensuring insights-informed decision-making across numerous game projects and product innovations.

Strategic PLM & Growth: Led the development and execution of a comprehensive PLM strategy, driving sustainable player acquisition, engagement, and satisfaction to achieve company goals.Digital Marketing & Optimization: Oversaw data-driven digital marketing campaigns to acquire, reactivate, and retain players. Analyzed player behavior data to optimize marketing campaigns, game experiences, and player satisfaction.Executive Producer: Oversaw the production, launch, and content updates for the Magic Duels video game on mobile, PC, and console platforms as Executive Producer. Led the business management, including player and revenue forecasting, for this title.

Revenue & Engagement Forecasting: Developed and maintained revenue and player lifecycle forecasting models. Drove competitor analysis and market research activity related to games.Strategic Monetization: Planned and directed the strategic positioning and integration of in-game monetization elements. Determined key performance indicator (KPI) benchmarks and targets.Digital Marketing Leadership: Built and managed a team of digital marketing professionals spanning website development, community management and marketing game management.

Game Microtransactions Pioneer: Designed and managed Turbine's industry-leading free-to-play (F2P) and microtransaction (MTX) business models for the award-winning Dungeons & Dragons Online and The Lord of the Rings Online games (the first major F2P and MTX games in western markets).Ecommerce & Merchandising Leadership: Provided strategic and tactical ecommerce and merchandising leadership to drive in-game and web-based game revenue growth via micro- and macro-transaction models across all Warner Bros. digital games titles.Acquisition, Engagement, Monetization: Oversaw all direct-to-customer marketing initiatives, including email marketing, online advertising, and social media engagement. Modeled player engagement and monetization scenarios for the development of strategic initiatives and opportunities.User Analytics & Revenue Growth: Directed a team of analysts focused on acquisition, conversion, engagement, and monetization to optimize product development and drive revenue growth (ARPU, LTV).

Business & Product Management: Oversaw business and product management, digital marketing, ecommerce, and merchandising for the free-to-play, and MTX revenue-based, online strategic trading card game, PoxNora.Marketing Leadership: Developed and directed acquisition and direct-to-consumer marketing programs and initiatives, consistently driving 30% quarter-over-quarter revenue growth.

Email Marketing & LTV Growth: Delivered a +150% increase in game revenue, +20% average customer tenure, and +60% average revenue per user (ARPU) growth via creative email marketing campaigns, leveraging player audience segmentation and player behavior analysis.F2P Analytics Pioneer: Led the Analytics group, developing some of the gaming industry’s earliest metrics for free-to-play conversion, MTX revenue, player retention, and lifetime value data.