Business Need
Marketing needed structure, not just more output.
Marketing was fragmented, overly skewed toward Web3 audiences, and not yet structured around the broader player base needed for the core game product.
Case Study 01
Building the Marketing Function at a Community-Led Gaming Company
Built the company's marketing function from a minimal starting point into a structured, multi-channel operation spanning brand, campaigns, community, launch support, and workflow systems.
Why It Mattered
The business needed a stronger GTM base.
The company needed stronger visibility beyond Discord, a more coherent brand identity, and campaigns that could support both early audience-building and eventual go-to-market needs for the main product.
What I Owned
Function design, GTM support, and cross-functional coordination.
Function build
Created the core marketing function from scratch, helped define team structure and responsibilities, and built foundational workflows for campaign delivery.
Brand and GTM support
Shaped branding strategy and market-facing messaging, supported launch preparation and audience development, and helped bridge product direction with campaign execution.
Cross-functional leadership
Coordinated with leadership, product, community, and external partners across playtests, showcase assets, Tokyo Game Show support, and ongoing campaign beats.
What I Built
The team, system, and campaign foundation behind scalable execution.
Defined a lean but scalable team model
Clarified support areas, trained specialists across PR/Comms, Social, and Content, and introduced workflows that made campaign planning and delivery more reliable.
Built structure across game-first and Web3-adjacent audiences
Balanced messaging across Discord, social, newsletters, playtests, livestreams, and Telegram activations while keeping campaigns tied back to product and brand narrative.
Created repeatable planning across pre-launch, launch, and liveops
Built campaign foundations and recurring content structures that supported playtests, showcase moments, roadmap communications, and later launch preparation.
Key Challenges
Senior work under real constraints.
Dual-audience brand tension
The brand had to speak to game players and Web3-adjacent audiences without losing coherence.
Uncertain market conditions
The product was emerging in a crowded environment where visibility and differentiation were not guaranteed.
Build the team while shipping the work
The function itself had to be created at the same time campaigns, launch support, and community-facing execution still had to move.
Impact
Built a stable function, stronger visibility, and launch-readiness foundations.
Built and trained with clearer role coverage
Discord community grown with the team, 80K+ to 121K+
Newsletter audience scaled
X / Twitter growth supported
Phase 1: Building a stable function
Created a marketing team and operating structure with clearer role coverage across PR/Comms, Social, and Content.
Phase 2: Creating stronger market visibility
Supported integrated campaigns that grew Discord, newsletter, and X while expanding visibility beyond a narrow starting footprint.
Phase 3: Establishing launch-readiness foundations
Built campaign logic spanning pre-launch, launch, and liveops, including support for playtests, roadmap communications, and Tokyo Game Show 2024 activations.
In Motion
The pre-launch trailer and behind-the-scenes film the function shipped.
Selected Artifacts
Brand and product materials shipped by the function.
Media kit
Press and partner-facing media kit packaging the brand, key art, and product story for external distribution.
Product brochure
Outward-facing brochure used to introduce the game and studio to players, partners, and event audiences.
Rebranding system
Rebranding requirements that established the refreshed identity the campaigns and channels were built around.
Campaign Spotlight
"The Uncharted Dream" — measured cross-channel results.
A multi-touch campaign run on X / Twitter over a one-month window. The pulls below are the campaign's own analytics — impressions, engagement, and CTA tracking captured across the activation.
Takeaway
This project demonstrates my ability to build marketing structure from zero in an ambiguous environment, align multiple teams around a more coherent go-to-market direction, and create a foundation that supports both immediate campaigns and longer-term scale.