Community Sample:
Sky: Children of the Light
Community Example:
Community & Brand Marketing
When I joined thatgamecompany in early 2019 as Sky's sole Community Manager, the game was still in development and beta. With a CS manager and PR lead by my side—and no dedicated marketing budget or team—we launched Sky: Children of the Light first on iOS. Leveraging just Discord, social media, and a heavy focus on player relationships and community feedback, we found ourselves with an overnight success that quickly climbed into the multi-millions.
As Sky grew, so did the community organization. What started with me as the sole CM quickly expanded into a team of three, then five, then more than ten. I had the privilege of leading an incredible group of community, creative services, and marketing professionals, building the systems, campaigns, and content engine that powered daily social media, weekly developer blogs, viral short-form video, and player communications. Together, we helped grow Sky beyond 150 million installs by 2021 while driving record participation across its live-service events.
The case studies below highlight some of the systems, campaigns, and creative frameworks I built to help shape Sky's player experience outside the game.
Community & Brand Marketing
When I joined thatgamecompany in early 2019 as Sky's sole Community Manager, the game was still in development and beta. With a CS manager and PR lead by my side—and no dedicated marketing budget or team—we launched Sky: Children of the Light first on iOS. Leveraging just Discord, social media, and a heavy focus on player relationships and community feedback, we found ourselves with an overnight success that quickly climbed into the multi-millions.
As Sky grew, so did the community organization. What started with me as the sole CM quickly expanded into a team of three, then five, then more than ten. I had the privilege of leading an incredible group of community, creative services, and marketing professionals, building the systems, campaigns, and content engine that powered daily social media, weekly developer blogs, viral short-form video, and player communications. Together, we helped grow Sky beyond 150 million installs by 2021 while driving record participation across its live-service events.
The case studies below highlight some of the systems, campaigns, and creative frameworks I built to help shape Sky's player experience outside the game.
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Marketing & Social Media Portfolio
Tap on an icon or button to view some examples of my previous work.
Marketing & Social Media Portfolio
Tap on an icon or button to view some examples of my previous work.
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Community Example:
Sky: Children of the Light
When I joined thatgamecompany in early 2019 as the sole Community Manager for Sky, the game was still in development and Beta. With a CS manager and PR lead by my side, and no other budget or resources for marketing, we launched Sky: Children of the Light first on iOS. Leveraging just Discord, social media, and a heavy focus on player relations and community feedback, we found ourselves with an overnight success that quickly climbed into the multi-millions.
The community team of just myself rapidly turned into a team of three, then five, then 10+ members. I had the privilege of managing a world class team comprised of creative services, marketing, and community professionals—orchestrating a well-oiled machine that churned out a concert of daily social posts, weekly blogs, and viral video content that helped boost in-game event participation and game installs to over 100 million by 2021.
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Community
April 2019:
Beta Testing, Pre-Launch
When I Left in 2022:
150M+ Downloads
Social Following
April 2019:
Less than 5k Followers
When I Left in 2022:
2m+ Social Presence
Discord
April 2019:
0 Users / Launch
When I left in 2022:
424,400 Users
Team
April 2019:
3 Members
When I Left in 2022:
20+ Members, Including 7 Direct Reports
When I joined thatgamecompany in early 2019 as the sole Community Manager for Sky, the game was still in development and Beta. With a CS manager and PR lead by my side, and no other budget or resources for marketing, we launched Sky: Children of the Light first on iOS. Leveraging just Discord, social media, and a heavy focus on player relations and community feedback, we found ourselves with an overnight success that quickly climbed into the multi-millions.
The community team of just myself rapidly turned into a team of three, then five, then 10+ members. I had the privilege of managing a world class team comprised of creative services, marketing, and community professionals -- orchestrating a well-oiled machine that churned out a concert of daily social posts, weekly blogs, and viral video content that helped boost in-game event participation and game installs to over 100 million by 2021.
Architecting Infrastructure to Support a Rapidly Growing Global Community
The Challenge:
During beta, nearly all of my time was spent manually collecting bug reports, answering questions, and relaying player feedback to the development team.
As the playerbase grew, I knew this approach wasn't sustainable -- and public social channels filled with bug reports risked becoming people's first impression of Sky.
The Solution:
Rather than continuing to rely on scattered conversations across multiple platforms, I wanted a centralized community hub where players could connect with one another and developers could receive better feedback. Once the infrastructure was in place, the next challenge was making Discord the place players actually wanted to be.
I built that foundation through:
Solution: Create a Discord Server
Rather than continuing to rely on scattered conversations across multiple platforms, I wanted a centralized community hub where players could connect with one another and developers could receive better feedback.
thatgamecompany (2019-2022)
Social Media | Content Creation | Marketing
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Led global social strategy and content for Sky: Children of the Light, growing the game to 2M+ social followers in under two years.
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Launched and scaled Sky's TikTok presence, growing the channel to 123K followers, 19.4M views, and 1M+ total likes in under six months, all organically with no ad spend.
-
Expanded Sky's social presence into regional markets, partnering with local teams on culturally native content and campaigns.
-
Developed and published 500+ pieces of player-facing content across Sky channels, partnering with internal creative teams and external agencies throughout production.
-
Owned day-to-day social operations across platforms, translating the product roadmap into content plans while maintaining community engagement and culturally relevant evergreen content.
thatgamecompany (2019-2022)
Social Media, Content Creation, Creative Production, Community, Discord, & Marketing
Joined Sky: Children of the Light during beta as its first community and social hire, building the frameworks and presence from the ground up before growing the team and expanding scope into content operations, creative production, and brand marketing.
Selected Highlights:
-
Grew Sky’s social audience to 2M+ followers in under two years, establishing its global social presence from beta through worldwide launch.
-
Launched and scaled Sky’s TikTok presence to 123K followers, 19.4M views, and 1M+ total likes in under six months, entirely organically with no ad spend.
-
Built and scaled Sky’s first Publishing organization from 3 to 20+ team members, establishing the processes and infrastructure supporting global content, creative production, and player communications.
-
Founded and grew Sky’s official Discord to a thriving 424k+ members in under two years, establishing it as the central hub for player engagement and feedback.
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Led the development of 500+ player-facing creative assets, partnering with internal creative teams and external agencies throughout production.
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Blizzard Entertainment (2016-2019)
Social Media, Content Production, Copywriting, & Influencer Partnerships
Owned social strategy and content production for World of Warcraft in North America, serving as the primary brand voice across @Warcraft channels through the Legion and Battle for Azeroth expansions.
Selected Highlights:
-
Drove record-breaking campaign performance, including 335.7M+ impressions for Battle for Azeroth (+117% vs. Legion; +859% vs. Warlords of Draenor), contributing to the hype machine that drove $3.4M in global day-one sales.
-
Developed social campaigns for expansion launches, BlizzCon, live-service updates, and major franchise moments, doubling follower growth and maintaining record engagement across 80%+ of content.
-
Concepted and led creative production of 170+ social assets, translating game updates and player experiences into content for the community.
Wonderstorm (2022-2023)
Social Media | Content Creation
-
Owned social content calendars and strategy for The Dragon Prince in partnership with Netflix, driving a 214% increase in average post performance.
-
Concepted and produced 225+ social assets and videos, leaning into well‑timed memes and authentic community humor to deepen audience affinity.
-
Engineered the official Discord server for The Dragon Prince, growing it to more than 8,000 members within 3 months and building a safe, inclusive space for the fandom.
Partnered with Netflix to help shape the social and community presence for The Dragon Prince, developing an always-on stream of playful, fan-centric content.
Selected Highlights:
-
Increased average Instagram post performance by 214%, leaning into well-timed memes and authentic community humor to deepen audience affinity.
-
Helped concept and helped produce 225+ social assets and videos, contributing to the success of the show's Seasons 4 and 5 launches.
-
Engineered the official Discord server, growing it to 8,000+ members in three months and building a safe, inclusive space for the fandom.
Wonderstorm (2022-2023)
Social Media, Content Creation, Creative Production, Community, & Marketing
Blizzard Entertainment (2016-2019)
Social Media | Influencer Marketing
-
Owned day-to-day social strategy and execution for World of Warcraft in North America, serving as a primary brand voice across @Warcraft channels.
-
Developed social campaigns for expansion launches, BlizzCon, live-service updates, and major franchise moments, using campaign performance and player insights to continuously refine content strategy.
-
Drove record performance, generating 335.7M+ impressions for the Battle for Azeroth launch (+117% vs. Legion; +859% vs. Warlords of Draenor), while doubling follower growth and achieving record engagement across 80%+ of content.
-
Concepted and led the creative production of 170+ social assets, including collaborating with influencers and artists to create 45 bespoke art pieces aligned with campaigns.
Riot Games (2014-2016)
Social Media | Content Creation
-
Managed League of Legends’ North American social presence and content strategy during a foundational period for the brand’s social media identity, driving +2,392% Instagram growth and +200% Twitter growth.
-
Translated player culture into social strategy, shaping League’s voice around community humor and behavior and increasing average engagement by 3,922% on Instagram and 1,407% on Twitter.
-
Scripted, edited, and published original memes, GIFs, and short-form videos, including all video content for League’s official Vine account.
-
Steered creative production and external partnerships for social campaigns, overseeing approvals and delivery of 100+ assets and creator-led collaborations.
Managed League of Legends’ North American social presence and content during a foundational period for the brand, helping shape its voice, grow its audience, and establish its social identity.
Selected Highlights:
-
Grew League’s Instagram audience by 2,392% and Twitter audience by 200% through platform-specific social strategy and content.
-
Translated player culture, humor, and behavior into social content, increasing average engagement by 3,922% on Instagram and 1,407% on Twitter.
-
Scripted, edited, and published original memes, GIFs, and short-form videos, including all video content for League’s official Vine account.
-
Steered creative production and external partnerships for social campaigns, overseeing the approval and delivery of 100+ assets and creator-led collaborations
Riot Games (2014-2016)
Social Media, Content Creation, Creative Production, Copywriting, & Influencer Partnerships
Freelance & Consulting (2023-Current)
Social, Brand, & Community
Helping independent studios turn early-stage ideas into brands, communities, and marketing that connect with the audiences they're trying to reach.
Selected Highlights:
Treehouse Games:
-
Orchestrated a multi-phase social campaign for Voyagers of Nera, coordinating player-facing messaging around its trailer launch and exclusive feature during The Game Awards 2023 “Wholesome Snack” pre-show, generating 26K+ Steam wishlists and 240K+ store impressions during launch week.
VoxRay Games:
-
Scripted, captured, and edited 70+ short‑form videos for Voxile’s Early Access launch using in‑engine tools, OBS, CapCut, and native editors—driving 215% TikTok follower growth in under two months.
-
Coordinated creator outreach with 650+ creators and media partners to extend reach and momentum around launch-related social content.
Marauder Tech Games:
-
Led foundational marketing, community, and social planning for Price of Glory, building brand materials, messaging, and creative pipelines from the ground up:
-
Scripted and planned the game’s trailer from concept to delivery, sourcing and managing an external editor and leading stakeholder reviews.
-
Reworked the game’s App Store and Google Play presence to improve player clarity around gameplay, positioning, and expectations.
Helping independent studios turn early-stage ideas into brands, communities, and marketing that connect with the audiences they're trying to reach.
Selected Highlights:
Treehouse Games:
-
Orchestrated a multi-phase social campaign for Voyagers of Nera, coordinating player-facing messaging around its trailer launch and exclusive feature during The Game Awards 2023 “Wholesome Snack” pre-show, generating 26K+ Steam wishlists and 240K+ store impressions during launch week.
VoxRay Games:
-
Scripted, captured, and edited 70+ short‑form videos for Voxile’s Early Access launch using in‑engine tools, OBS, CapCut, and native editors—driving 215% TikTok follower growth in under two months.
-
Coordinated creator outreach with 650+ creators and media partners to extend reach and momentum around launch-related social content.
Marauder Tech Games:
-
Led foundational marketing, community, and social planning for Price of Glory, building brand materials, messaging, and creative pipelines from the ground up:
-
Scripted and planned the game’s trailer from concept to delivery, sourcing and managing an external editor and leading stakeholder reviews.
-
Reworked the game’s App Store and Google Play presence to improve player clarity around gameplay, positioning, and expectations.
Freelance (2023-Current)
Social Media, Content Creation, Copywriting, Influencer Partnerships, & Brand Marketing
thatgamecompany (2019-2022)
Social Media, Content Creation, Community, & Marketing
Joined Sky: Children of the Light during beta as its first community and social hire, building the frameworks and presence from the ground up before growing the team and expanding scope into content operations, creative production, and brand marketing.
Selected Highlights:
-
Grew Sky’s social audience to 2M+ followers in under two years, establishing its global social presence from beta through worldwide launch.
-
Launched and scaled Sky’s TikTok presence to 123K followers, 19.4M views, and 1M+ total likes in under six months, entirely organically with no ad spend.
-
Built and scaled Sky’s first Publishing organization from 3 to 20+ team members, establishing the processes and infrastructure supporting global content, creative production, and player communications.
-
Led the development of 500+ player-facing creative assets, partnering with internal creative teams and external agencies throughout production.
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thatgamecompany (2019-2022)
Social Media, Content Creation, Community, & Marketing
-
Led global social strategy and content for Sky: Children of the Light, growing the game to 2M+ social followers in under two years.
-
Launched and scaled Sky's TikTok presence, growing the channel to 123K followers, 19.4M views, and 1M+ total likes in under six months, all organically with no ad spend.
-
Expanded Sky's social presence into regional markets, partnering with local teams on culturally native content and campaigns.
-
Developed and published 500+ pieces of player-facing content across Sky channels, partnering with internal creative teams and external agencies throughout production.
-
Owned day-to-day social operations across platforms, translating the product roadmap into content plans while maintaining community engagement and culturally relevant evergreen content.
Wonderstorm (2022-2023)
Social Media, Content Creation, Community, & Marketing
Partnered with Netflix to shape the social and community presence for The Dragon Prince, developing an always-on stream of playful, fan-centric content that drove engagement and strengthened audience affinity.
Selected Highlights:
-
Increased average post performance by 214% through social content strategy and a consistent focus on timely, culturally relevant content.
-
Concepted and produced 225+ social assets and videos, leaning into well-timed memes and authentic community humor to deepen audience affinity.
-
Engineered the official Discord server, growing it to 8,000+ members in three months and building a safe, inclusive space for the fandom.
Blizzard Entertainment (2016-2019)
Social Media, Content Creation, Community, & Marketing
Served as the primary brand voice across @Warcraft social channels during Legion and Battle for Azeroth expansions, owning content calendars, creative production, copywriting, execution, and post-performance analysis.
Selected Highlights:
-
Drove record-breaking campaign performance, including 335.7M+ impressions for Battle for Azeroth (+117% vs. Legion; +859% vs. Warlords of Draenor), contributing to the hype machine that drove $3.4M in global day-one sales.
-
Developed social campaigns for expansion launches, BlizzCon, live-service updates, and major franchise moments, doubling follower growth and maintaining record engagement across 80%+ of content.
-
Concepted and led creative production of 170+ social assets, translating game updates and player experiences into content for the community.
Riot Games (2014-2016)
Social Media, Content Creation, Community, & Marketing
Managed League of Legends’ North American social presence and content during a foundational period for the brand, helping shape its voice, grow its audience, and establish its social identity.
Selected Highlights:
-
Grew League’s Instagram audience by 2,392% and Twitter audience by 200% through platform-specific social strategy and content.
-
Translated player culture, humor, and behavior into social content, increasing average engagement by 3,922% on Instagram and 1,407% on Twitter.
-
Scripted, edited, and published original memes, GIFs, and short-form videos, including all video content for League’s official Vine account.
-
Steered creative production and external partnerships for social campaigns, overseeing the approval and delivery of 100+ assets and creator-led collaborations.
Freelance (2023-Current)
Social Media, Content Creation, Community, Influencers & Brand
Helping independent studios turn early-stage ideas into brands, communities, and marketing that connect with the audiences they're trying to reach.
Selected Highlights:
Treehouse Games:
-
Orchestrated a multi-phase social campaign for Voyagers of Nera, coordinating player-facing messaging around its trailer launch and exclusive feature during The Game Awards 2023 “Wholesome Snack” pre-show, generating 26K+ Steam wishlists and 240K+ store impressions during launch week.
VoxRay Games:
-
Scripted, captured, and edited 70+ short‑form videos for Voxile’s Early Access launch using in‑engine tools, OBS, CapCut, and native editors—driving 215% TikTok follower growth in under two months.
-
Coordinated creator outreach with 650+ creators and media partners to extend reach and momentum around launch-related social content.
Marauder Tech Games:
-
Led foundational marketing, community, and social planning for Price of Glory, building brand materials, messaging, and creative pipelines from the ground up:
-
Scripted and planned the game’s trailer from concept to delivery, sourcing and managing an external editor and leading stakeholder reviews.
-
Reworked the game’s App Store and Google Play presence to improve player clarity around gameplay, positioning, and expectations.
The Solution: Let the Community Lead Us
Rather than deciding who our audience might be, I paid close attention to the people who were already showing up and which posts were performing with them. How did they talk about the game with each other? What did they celebrate? What themes and features in the game got them excited? What jokes and inside language did they use?
Each post informed the next, and over time those patterns became the foundation of Sky's voice: a warm, playful brand that felt human and authentic.
Four principles in particular became central to how we showed up when talking to players:
Season of Flight: Launch Trailer
The full launch trailer built on that first glimpse shown in the teaser, introducing the new Wind Paths (a crossroads connecting different areas of Sky) and giving players a taste of the world, characters, and adventures waiting for them.
MY ROLE: Creative Direction • Shot Planning • Production Oversight • Social and YouTube Copy • Social Publishing
Sky Portfolio:
App Store Publishing
Use this space to promote the business, its products or its services. Help people become familiar with the business and its offerings, creating a sense of connection and trust. Focus on what makes the business unique and how users can benefit from choosing it.
