As Head of Marketing, Minecraft Consumer Products, I oversaw marketing strategy and execution for a global portfolio of hundreds of licensees and retail partners — driving cohesive storytelling, partner marketing and owned + operated strategy at scale.
This included a first-of-its-kind co-marketing partnership between Minecraft and LEGO that extended across full partner ecosystem:
Drove commercial relevance for Minecraft at scale — including bringing two of the world’s biggest brands together in a bigger, brand new way
New Product
Themed product across LEGO’s global retail footprint
In-Game Activation
Launched LEGO’s first-ever official Minecraft content
Experiential
Immersive LEGO Minecraft booth in Minecraft’s TwitchCon 2026 Arena
Co-Branded Content
Branded segment during fan livestream event — Minecraft Live
Creator Program
Coverage from biggest Minecraft and LEGO influencers alike
eSports
Creator-run livestream tournament on TwitchCon Rivals
Reinvigorated global powerhouse IP for multi-generational audiences for 30th Anniversary Celebration
As Head of Fan Franchise Strategy & Marketing, I led strategy, execution and orchestration for the global 30th Anniversary campaign across Toys, Consumer Products, Gaming, LBE, Publishing and Entertainment — including a Netflix “Once & Always” Special that reunited the original cast for the first time in decades — and across owned + partner channels.
900M
Earned Media Impressions
50M+
Trailer views
#1
Debut Netflix Kids US Movie
Oversaw relaunch of legacy IP, driving renewed cultural interest and sustained commercial success
At Hasbro, I led Brand Strategy & Marketing for a portfolio of Vault IP, including G.I. Joe — overseeing a cross-category modern day repositioning and relaunch across Toys, Gaming, Entertainment, Consumer Products, Publishing and Experiences — and, notably, bringing the G.I. Joe Classified Series to market with fresh, modernized brand storytelling and creative.
#3
Top-selling Action Figure line 2021 US NPD
Double-Digit Growth
YOY Engagement & Impressions with Key Consumer Segments
First-Ever
Branded Fan Livestream on Hasbro Pulse
Built immersive branded storytelling and relevance with Gen A and Gen Z on Roblox
Within a start-up environment at Gamefam, I led end-to-end marketing strategy -- including creative development, community management, UGC — and partner relationships for a portfolio of branded Roblox games, driving brand awareness and affinity with players and turning actionable insights into platform growth.
3X
Traffic increase for managed games with optimized marketing
5
Game & Event Launches, Managed Through Live-Ops & Reporting
Double-Digit % Growth
Gen A Streams for Cher Holiday 2024 Album
Drove commercial resonance and revenue for Disney Girls Fashion Dolls Portfolio
At Hasbro, I led Global Brand Strategy & Marketing for a portfolio of high-profile Disney Girls properties during critical brand moments, including content releases across film and TV. In this role, I led a heavily-matrixed internal team and partnered closely with Disney to bring these properties to life with compelling, authentic products and marketing.
