As Head of Creative and Global ECD at Twitch, here’s what I’ve been up to.
Reorganized the creative team.
Redesigned our process to unlock better collaboration and deeper strategic insights.
Rewrote the company mission.
Listened and learned.
Led campaigns.
Launched products.
Drove record revenue.
Managed agencies.
Developed a new global brand positioning and platform.
Took over our social channels, and increased shareability and reach.
Gave life to a Fairy Modmother that looks out for streamers.
Sent the Twitch community to an alternate dimension.
Used data to turn the year on Twitch into a video game.
Shortlisted and won some awards.
Played coop with partners across marketing, content, product, analytics, and exec team.
Shaped overall marketing strategy including process, goals, metrics, and planning.
Oversaw global creative for the Twitch brand from strategic development and concepting through production, rollout, and measurement.
And of course, learned to speak emote.
It’s been
Here are five recent and random things we made that don’t yet have a home on my site. If you want to see more recent work, check out our TikTok. .
PLAY DIRTY
Even though Mark Wahlberg doesn’t actually know what Twitch is, we helped him promote his upcoming movie by pairing him up with a Twitch streamer to go live for his first time. Here is one of the promos we made.
MAFIATHON 3
We worked with Kai Cenat, recently on the cover of Time’s top 100 influencers to launch his 30 day, 24/7, celebrity studded subathon, Mafiathon 3. Kai broke the world record for Twitch subscribers, hitting 1 million in 30 days, with visits from Ed Sheeran, Selena Gomez, Kim Hardashian, Snoop Dog, Lebron James, and more along the way.
Including global OOH, made in partnership with Kai and his artist.
And a retro mob inspired takeover in NYC.
SMASH THAT SUB BUTTON
We got more people to smash subscribe with in-stream videos that dropped them off right at the subscribe button.
HEY CHAT, MAKE ME A HOT DOG
We let chat cook, literally. To get more people experiencing the live, intereractive, cocreated nature of Twitch, we put chat in charge and up in lights, teaming up with ExtraEmily to take over a hot dog stand in Brooklyn – and letting chat pick the toppings.
JUST A RANDOM VIDEO FROM OUR SOCIALS
Twitch is all about community and everyone playing a part - and that includes camera operators. This is actually insane.