Xbox

Summary

At Xbox, I led GTM launches and campaigns for first-party titles on Game Pass, driving engagement and subscriber growth. I built the lifecycle marketing program for Minecraft, reaching 100M+ monthly active users, and partnered with data science to develop an automated launch playbook for game releases. I also collaborated with third-party publishers like EA to launch exclusive in-game items for top titles like FIFA, enhancing player retention and value for subscribers.

Game launches

• Gears of War 5
• Forza Horizon 4
• Minecraft
• FIFA 18
• Halo: The Master Chief Collection
• Sea of Thieves

Technologies Used

Challenges & Solutions

• Navigating a complex matrix organization: aligned stakeholders across Microsoft, Xbox, and external publishers to drive Game Pass subscriber growth, ensuring first-party and third-party launches met business objectives while maintaining strong publisher relationships.
• Breaking down data silos for better player targeting: partnered with data science to build a player segmentation model using first-party in-game telemetry, enabling personalized lifecycle campaigns that increased engagement and retention.
• Balancing publisher priorities with game pass goals: collaborated with third-party publishers like EA to create exclusive in-game content that drove Game Pass adoption while ensuring partners saw clear value in the program.
• Scaling lifecycle marketing for a diverse player base: developed automated workflows and dynamic messaging strategies to personalize engagement for millions of players, driving higher activation and retention rates across Game Pass titles.

Results

• Increased Game Pass subscriber engagement by 30% through lifecycle campaigns tailored to player behavior and game preferences.
• Drove a 25% lift in retention for first-party game launches by implementing an automated launch playbook with personalized player messaging.
• Expanded Minecraft’s lifecycle marketing reach to 100M+ MAUs, increasing re-engagement rates by 40% through targeted content updates and event-driven campaigns.
• Boosted Game Pass adoption for third-party titles by 20% through exclusive in-game content partnerships with publishers like EA.