Project / PikPok
PikPok
2018 – 2025
Roles
May 2022 – Jun 2025
Product Marketing Manager
Led full-funnel campaigns across web, mobile, and app stores. Designed go-to-market plans and launch strategies for 12 releases across 7 platforms, including Netflix, console, Steam, and mobile.
May 2019 – May 2022
Marketing Coordinator
Built automated CRM campaigns across push, email, and inbox, produced re-engagement videos reaching 100K+ views each, and coordinated assets for new features and platform launches.
Aug 2018 – May 2019
Marketing Associate
Ran influencer campaigns delivering 300% ROI, supported SEO and CRO projects, and produced copy, design, and digital assets for launch campaigns across multiple channels.
Clusterduck
Turning our silliest project into a multi-million dollar success.
- Helped extend Clusterduck's lifecycle after its initial 2020 success by increasing organic downloads and revenue by 3–5x.
- Developed the brand language of the product, doubling down on the game's silly and quirky identity, fostering a community of highly engaged players.
- Collaborated with the product and community management teams to produce promotional material for web and social media that adhered to the brand voice.
- Designed a live-ops content system built around Google Play promotional cards, delivering themed events for the 2024 Paris Olympics, Diwali in India, and major holidays.
Content Spotlight
Into the Dead: Our Darkest Days
Laying the groundwork for marketing PikPok's most ambitious project.
- Developed the foundational marketing strategy for Into the Dead: Our Darkest Days, covering target audience, positioning, brand tone, and campaign roadmap.
- Created the announcement trailer brief, defining objectives and creative direction, and guided iterations through to final delivery.
- Secured press coverage and reposts from major outlets including IGN, generating 1M+ trailer views.
- Designed the Steam Early Access store page end to end: page structure, screenshot curation, messaging, and copy, briefing artists on the capsule artwork. Drove 25K wishlists in the opening week.
Into the Dead 2
Generating years of promotional content for a global smash hit.
- Implemented a content calendar leveraging Google Play's promotional card tool, sustaining a steady 15K daily downloads over multiple years.
- Designed the brief and creative direction for a store trailer condensing four years of content: the story, the shots, and the iterations, generating 13M views.
- Scripted and produced a four-part lore video series, earning 700K+ views and consistently featured by Apple editors.
- Partnered with Sony and the George A. Romero estate to deliver licensed Ghostbusters and Night of the Living Dead content.
- Designed A/B test sets from live store data to optimise conversion rates and drive organic growth.
Seven years of story & side event key art
Rival Stars Horse Racing
Dominating a niche market and adapting to a growing player base.
- Ran an influencer campaign with horse lifestyle creators to capture a new market, resulting in a 300% ROI.
- Expanded the franchise with a Desktop Edition and partnered with Meta on a VR version, leading marketing efforts for both launches.
- Designed test sets from live store data, iterating images, keywords, icons, and video previews, resulting in a 16% improvement in conversion rate.
- Collaborated with in-house art and design teams to produce high-impact store assets and promotional content garnering 1M+ views.
Shatter Remastered
Remastering a critically acclaimed classic for a modern audience.
- Produced video trailers supported by media outreach and press releases to promote the multi-platform release.
- Secured trailer coverage with IGN (featured on their YouTube channel) and articles on outlets including Gematsu and GamingBible.
- Supported the remixed and remastered original soundtrack by producing an album visualizer to engage fans and highlight the release.
Steam store page screenshots
Why it matters
Marketing made me a better designer.
Every store page was conversion design: I designed the structure, messaging, and mockups, then briefed the artists who crafted the final assets. Every A/B test was research I designed from live data. Every trailer was creative direction: the story, the shots, the iteration. I bring that same process to every interface I design: evidence first, story always, and the audience at the centre.