Future Social

Founder / writer of Future Social, the largest newsletter teaching social media, content, and creator strategy. 70,000+ readers with a 40% open rate, reaching marketing VPs, directors, and professionals.

Creator, Future Social

Twitch

As a Sr. Creative Strategist, I worked with brands on how to best leverage Twitch, the gaming industry and live streaming technology to reach customers in a meaningful way. Have successfully sold creative work through RFPs from American Express, DoorDash, Taco Bell, NBA, Trolli, Monster Energy, and more. 

DOORDASH x NBA
Concepted, pitched, & sold through the first NBA x Twitch original content series to DoorDash: Game Day At Your Door. In this 4-part series, Twitch Creator Dom2K + NBA Champion Channing Frye broke down the best plays of the NBA playoffs each week while chomping away at their favorite DoorDash meals. The episodes generated 3.1 million minutes watched via 879.2K unique viewers, peaking at 18k concurrent viewers.

MONSTER ENERGY X APEX LEGENDS
Concepted, pitched, and sold through Twitch activation series for Monster Energy, servicing as the digital hub for their Apex Legends partnership. Entitled Energy Streaks, the program combined two Twitch tools for the first time to build an interactive teamwork game for Monster Gaming's best pros + their audiences, working together to unlock new challenges. 

AMERICAN EXPRESS X NBA
Concepted, pitched, & sold through Twitch's first AmEx partnership via Triple Double Alert: a custom brand activation + series. NBA influencers Marcelas Howard + DevInTheLab watched NBA Playoff games while challenging fans to Triple-Double quizzes with a custom Branded Alert activating whenever an NBA player neared that big stat line. The activation generated 2.2 million unique views, 13.9 million min watched, & 7.1k chats.

NBA "THAT'S GAME" BRAND CAMPAIGN
Concepted, pitched, and sold through Twitch activation for the NBA's Playoff Brand campaign, asking Twitch Creators to share their own stories as to what "That's Game" means to them. Twitch fans watched over 17.2 million minutes of content from those streams, totaling more than 4.2 million viewers. Engagement was also high, with more than 66.4k Chats

Sr Creative Strategist

R/GA

Strategy Lead on Verizon PayItForwardLIVE, a 2x weekly livestream bringing the biggest musicians + gamers together to raise money for small businesses. Featured performances include Billie Eilish, Usher, Dave Matthews Band, Chance The Rapper, and more, earning 85 million livestream views alongside 119k+ uses of #PayItForwardLIVE (trending five times, including #1). The initial Dave Matthews stream broke Twitter's record for the highest sentiment livestream of all-time. 

The program went from initial conception to first concert in just one week. As the strategy evolved to wide simulcasting, the program expanded to Verizon's first TikTok Live, featuring Usher.

Strategy Director

Midnight Oil

Midnight Oil's first Director of Creative Strategy, bringing brand, campaign, and content experience to the agency. 2nd hire for the agency's newly creating Gaming vertical. Lead strategy for gaming & tech verticals, including Spotify, Activision, Riot Games, and more.

Redefined agency briefing, strategic insight, and big idea concepting processes specifically to train a pivoting agency towards modern campaign & content thinking.

RIOT GAMES
- Built content strategy + rollout for #League10, where Riot unveiled Valorant, Legends Of Runeterra, Wild Rift, Arcance (Their upcoming TV show), and more in the company's first game announcements after League Of Legends
- Brought in to lead Riot's in-house social team for a month, bringing agency social practices + custom planning to the event. 

WARFRAME (Digital Extremes)
- Warframe's challenge: new player trial + retention. As game publication Polygon put it: "Warframe really picks up after the first 20 hours..." - a problem when more & more games are free-to-play, easily allowing players to move on to the next game.
- Concepted, sold, and built full program structure for Warframe's Become A Real Space Ninja campaign, a 6-month in-game incentive campaign that sends one lucky player on a $250,000 trip to space.
- Program has generated 400,000+ entries in first 2 months.

YOUR DAILY DRIVE (Spotify)
- Played New Business role, bringing Spotify into agency as their first social-only client
- Ran strategy for their Your Daily Drive playlist launch, Spotify's first playlist to combine music & podcasts

Director of Creative Strategy

PETROL Advertising

Head of Strategy Department, overseeing strategy & writing teams. Clients include PUBG Mobile, Bethesda (Rage 2, Doom Eternal, Quake Champions), Techland (Dying Light 2, Bad Blood), ArenaNet, GameStop, Gametrust, Nexon, and more.

Pitched PUBG MOBILE influencer activation with Dude Perfect - built strategy, wrote creative treatment, and led integration. Video generated 69 million views, including 13 million views in 3 day period, & generated largest influx of app downloads during our campaign.

Laundry Service

Strategy Department Head for Laundry Service's LA Office, leading Beats By Dre Social AOR. Other accounts included FOX TV and LA2028.

Built Beats By Dre's NBA All-Star Weekend Content Plan, earning 10.2 million impressions, 684,000 organic views, and 275,000 true engagements across 72 hours of content.

Senior Director of Creative Strategy

Ayzenberg

Lead Social & Content Strategy, Account Management, Analytics, & Creative.
Account highlights include:

SURFACE (Microsoft)
- Lead social AOR, content, & campaign strategy, including Surface Studio launch.

MINECRAFT (Microsoft)
- Lead social strategy & creative for MINECON 2016, Minecraft's annual convention, generating 29 million reach and 7.6 million video views in a 48-hour window.
- Concepted & developed Minecraft's first Facebook Live shows, earning 3.4 million FB views.
- Transitioned the longstanding Minecraft Costume Contest to Twitter, earning 10,000+ votes in 24 hours & the first community-chosen winner in contest history.

COMMUNITY (Sony / Yahoo)
- Lead strategy & creative of Community's Season 6 social campaign.
- Campaign generated 534 million impressions, 9.8 million native video views, 3.3 million interactions, 239,000 shares, & $923,000 in EMV (5x investment). 
- Episodic hashtag strategy earned 88,000+ organic uses, including 4 simultaneously trending hashtags for the Season 6 premiere.

DYING LIGHT (Warner Bros Interactive)
- Lead strategy & creative of campaign w/ strong video emphasis.
- Created Dying Highlights, a weekly social video series showcasing gameplay & brand pillars via seasonal & real-time trends. Videos generated over 3.4 million native views across FB, Twt & YT.
- Campaign earned 236 million impressions, 3.9 million native video views, & 2 million interactions.
- Dying Light became the Best Selling Video Game of Jan 2015 & Feb 2015, moving over 5 million copies as one of the 10 Best-Selling Games of 2015. Dying Light still holds the record of best month one sales for a new IP in the survival / horror game genre. 

Additional campaigns include:
ROCK BAND 4 (Harmonix) - social / digital strategy, creative
YAHOO FANTASY SPORTS - social strategy

PITCH WORK (various brands)
- Lead integrated winning pitches for Batman: Arkham Knight (WBIE), LEGO Dimensions (WBIE), Sonic Boom (Sega), Metal Gear Solid (Konami) & additional titles.

Senior Social Media Strategist

Lead Social Strategy (Content, Campaign, Engagement) Account Management, & Analytics. Highlights include:

INJUSTICE: GODS AMONG US (DC Comics / Warner Bros. Interactive)
- Lead social & digital strategy, creative direction, copywriting, analytics, & account management for the Injustice: Gods Among Us launch campaign, a new IP from DC Comics & the makers of Mortal Kombat.
- Managed content strategy for DC Comics character pages (Batman, Superman, etc.) & Injustice, combining for over 20 million fans / followers.
- The 3 month campaign earned 300,000 Page Likes, 17 million video views, 230 million impressions, and over $5.4 million EMV. 
- Injustice became the Best Selling Video Game of April 2013 and May 2013, with over 4 million copies sold to date.

EA SPORTS MADDEN / FIFA / NHL (EA SPORTS)
- Lead engagement strategy for various EA SPORTS titles.
- Managed team of 60+ Community Managers, addressing communities of more than 30 million followers.

Social Media Strategist

Lead engagement strategy, account management, and team management for Electronics Arts. 

- Managed team of 60+ Community Operatives (Engagement Specialists) addressing large-scale online communities consisting of more than 20 million likes & followers across various Electronics Arts titles, including Battlefield, Need For Speed, and more.

- Worked directly with clients on engagement strategy, social copy, messaging, analytics, sentiment analysis, and social media toolsets.

- Created and implemented several management toolsets, including Start.io, Google Apps, Google Drive, Facebook Groups, Trillian, Ventrilo, and others.

- Recruited and trained Community Operative team, helping locate both local and national employees across several time zones to oversee 24 hour coverage of channels.

- Assisted in continued development of new social media analytics, sentiment, and responding toolsets through experience with existing tools (Hootsuite, GoogleTalk, Ventrilo, Skype, Join.Me) and direct contact & influence with a tool developer (Meltwater's Jitterjam).

Social Media Specialist

AbsolutePunk.net

- Staff Writer for AbsolutePunk.net, a music outlet / community w/ 12 million unique visitors / year.

- Responsibilities include arranging exclusives, organizing contests, and assorted written content (interviews, reviews, editorials).

- Worked directly with independent and major record labels to secure exclusive content and contests, driving significant traffic towards multiple destinations while growing all parties' social followings.

Editorial Staff / Exclusives Coordinator

MindEqualsBlown.net

- Grew a popular two-man music blog into a professional publication with an international staff of 30.  Performed SEO, Web Marketing, Content Selection/Editing, and Staff Recruiting/Training.  Built corporate infrastructure using combination of Google Apps and Wordpress.  Managed website's social media outreach, including Twitter, Facebook, BandCamp, and other tools.

- Specialized in creative, do-it-yourself, and free marketing ideas, with an emphasis on online/social media.  Different promotions include:

- Utilized popular forum to sponsor a "fantasy musician draft."  The official threads gained over 200,000 pageviews, bringing an influx of traffic to MindEqualsBlown as well as recruiting 20 freelance and permanent staff members.  The forum has become one of MEB's top traffic sources.

- Exclusively researched and reported on internet fraud scandal involving popular singer Jonny Craig.  Resulting article gained over 100,000 page views and was linked via every major music publication.  Extended coverage with interviews of victims and other band members involved spread MEB's associations across several more record labels and bands, providing greater visibility and establishing the site as a reputable source.

-Conceptualized, organized, co-booked and provided publicity for #MEBTour, the first tour sponsored by MindEqualsBlown.net.  The tour reached nine states, promoted by a combination of local universities, social media, and local publications, as well as online forums.

Marketing Manager / Managing Editor

Parking Company of America

Valet Property Manager at the Doubletree Santa Ana/OC Airport in Santa Ana, CA.
-All managerial duties of property, including hiring and training, managing relationships between several companies, accounting, event coordination, and day-of-event execution.

Property Manager

Funny how everyone on LinkedIn uses the Summary portion as a buzzword garden - you've got the whole experience section for that.

But hey - I've got 15+ years working in agencies, with a heavy emphasis on social, content, influencers, and campaigns. As a Director of Creative Strategy, I've lead Social AORs and campaigns for Microsoft, Beats By Dre, Verizon, Spotify, Minecraft, Bethesda, Rock Band, and a slew more - a bunch of details on all of that below.

Besides that? Huge NBA fan who plays ball 4 days a week, vinyl record collector, colossal music fan, and guy who Postmates far too much. Let's make something cool.

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