MARKETING MANAGEMENT PORTFOLIO

LIVE SERVICES CAMPAIGN STRATEGY

NEON ECLIPSE

A personal case study concept demonstrating strategic alignment, global rollout planning, and internal liaison support within a live services framework.

Campaign Duration

6 Weeks

Markets

34 International

Channels

8 Platforms

Marketing Brief

CAMPAIGN OVERVIEW

Neon Eclipse is a premium seasonal event concept designed to re-engage lapsed players and drive DAU through high-value, limited-time rewards. The campaign pairs in-game incentives with lifecycle marketing to create urgency that maximizes engagement and revenue over a 6-week cadence.

Business Objectives

Player Growth

Increase Daily Active Users by 18% through global multi-channel acquisition and organic discovery.

Retention & Re-Engagement

Reactivate 12% of churned players during Event Launch Week to maximize LTV.

Monetization

Optimize premium currency bundles and high-value event passes to boost subscription growth by 10%.

Sustained Participation

Maintain a 65% weekly returning player rate with a target average of 4.2 sessions per user.

Historical Outperformance

Drive a 15% lift in ARPPU to exceed Q4 revenue-per-player benchmarks by 10%.

+0%

DAU / MAU Lift

Lapsed Reactivation

0 Avg

Sessions / User

+0%

ARPPU (ROI) Increase

Strategic Research

MARKET CONTEXT
& CHALLENGE

Conducted a Q4 live-service landscape review across leading competitive titles to identify seasonal cadence gaps, content fatigue cycles, and reward-saturation patterns.

Key Findings

•

Live seasonal updates generate strong launch spikes but experience engagement decay by Week 3.

•

Reactivation outside major expansions remains inconsistent.

•

Subscription conversion underperforms during mid-cycle programming.

THE

MANDATE

Build a globally coordinated campaign that sustains engagement across six weeks while driving measurable subscription and premium currency growth.

Strategic Rollout Framework

GLOBAL EVENT ACTIVATION FRAMEWORK

PHASE 01

Tease & Disruption

2–3 Weeks Prior

•Controlled social blackout

•ARG-style activation

•No formal announcement

PHASE 02

Global Reveal

1 Week Prior

•Cinematic trailer drop

•24-hour paid + creator push

•Faction spotlight rollout

PHASE 03

Live Cadence

Weeks 1–4

•Weekly mission drops

•XP multipliers

•Partner integrations

•CRM cadence

PHASE 04

Conversion Push

Weeks 5–6

•Final unlock

•Scarcity messaging

•Subscription upsell

•Public leaderboard reveal

Asset Architecture

PRODUCTION SLATE

Managed the end-to-end lifecycle of 100+ global assets across in-engine, static, social, and co-branded formats — from creative brief through final milestone approval.

Hero Asset

LAUNCH TRAILER

90s · In-Engine · Global Localization · 5 Language Dubs

Static

KEY ART

5 Variants · Print + Digital

SOC

Social

FACTION CUTS

4 · 30s · TikTok + Reels

ARG

Community

ARG ASSETS

Encrypted Drops · 2 Week Pre-Launch

KIT

Partnership

CO-BRAND KIT

Retail + Digital + In-Game

🎬

Launch Trailer

Role in Plan

Primary awareness driver anchoring the global reveal moment.

Scope

Managed 90-second in-engine cinematic, five language dubs, platform-specific cutdowns (16:9, 1:1, 9:16), paid media adaptations, and partner-ready exports.

Operational Ownership

Maintained production timelines, secured cross-functional approvals, aligned release timing with development milestones, and organized global asset distribution for synchronized launch across 34 markets.

🎨

Key Art Suite

Role in Plan

Core visual system establishing campaign identity across all touchpoints.

Scope

Managed Hero key art plus four faction variants, print and digital specifications, retail storefront adaptations, and localization-ready layered masters.

Operational Ownership

Managed version control, localization workflows, and packaging guidelines to ensure consistent brand execution across international offices and external partners.

📱

Social & Live Content

Role in Plan

Sustainment engine supporting weekly content beats throughout the live event window.

Scope

Managed faction cutdowns (4x 30s), ARG pre-launch assets, in-game messaging tiles, weekly mission drops, and CRM lifecycle integrations.

Operational Ownership

Maintained editorial calendar alignment with development cadence, coordinated publishing across owned, paid, and creator channels, and ensured regional readiness for each content milestone.

🤝

Partnership & Co-Brand Kit

Role in Plan

Audience expansion and brand prestige amplification.

Scope

Managed co-branded in-game item integration, retail-ready merchandise assets, digital storefront placements, and creator early-access stream packages.

Operational Ownership

Oversaw approval workflows, compliance review, asset packaging, and synchronized delivery to external partners and international marketing leads.

Role Execution Map

HOW I DRIVE THIS

Established and led a 7-department workflow across Creative, Digital, Ads, Comms, Community, Partners, and Analytics — maintaining 100% marketing beat alignment from pre-launch through post-campaign.

Development Alignment

Embedded weekly syncs with game design and dev leads to align Neon Eclipse content drops with marketing beats, ensuring community expectations match in-game reality.

Cross-Functional Delivery

Owned coordination across creative, digital, comms, community, and analytics teams — producing a unified plan with no asset delivery gaps or messaging conflicts.

International Distribution

Centralized asset scheduling and delivery to 34 international offices, with localization timelines built in and a clear approval chain for regional adaptation.

Competitive Intelligence

Tracked live event cadences from Fortnite, Apex, and Destiny to identify timing windows and differentiation opportunities for the Neon Eclipse rollout.

Post-Campaign Measurement

Defined KPIs upfront: DAU lift, trailer view-through rate, social share velocity by faction, and partner attributed traffic. Full retrospective delivered to leadership in week 7.

Leadership Support

Built executive-facing presentation decks, briefed asset reviews, and managed cross-regional communication cadence throughout the full campaign lifecycle.

GTA Online: NEON ECLIPSE — Marketing Portfolio

MARKETING MANAGEMENT PORTFOLIO — LIVE SERVICES

LIVE SERVICES CAMPAIGN STRATEGY

NEON ECLIPSE

A personal case study concept demonstrating strategic alignment, global rollout planning, and internal liaison support within a live services framework.

Campaign Duration

6 Weeks

Markets

34 International

Channels

8 Platforms

Marketing Brief

CAMPAIGN OVERVIEW

Business Objectives

Player Growth

Increase Daily Active Users by 18% through global multi-channel acquisition and organic discovery.

Retention & Re-Engagement

Reactivate 12% of churned players during Event Launch Week to maximize LTV.

Monetization

Optimize premium currency bundles and high-value event passes to boost subscription growth by 10%.

Sustained Participation

Maintain a 65% weekly returning player rate with a target average of 4.2 sessions per user.

Historical Outperformance

Drive a 15% lift in ARPPU to exceed Q4 revenue-per-player benchmarks by 10%.

+0%

DAU / MAU Lift

Lapsed Reactivation

0 Avg

Sessions / User

+0%

ARPPU (ROI) Increase

Strategic Research

MARKET CONTEXT & CHALLENGE

Conducted a Q4 live-service landscape review across leading competitive titles to identify seasonal cadence gaps, content fatigue cycles, and reward-saturation patterns.

Key Findings

•

Live seasonal updates generate strong launch spikes but experience engagement decay by Week 3.

•

Reactivation outside major expansions remains inconsistent.

•

Subscription conversion underperforms during mid-cycle programming.

THE

MANDATE

Build a globally coordinated campaign that sustains engagement across six weeks while driving measurable subscription and premium currency growth.

Strategic Rollout Framework

GLOBAL EVENT ACTIVATION FRAMEWORK

PHASE 01

TEASE & DISRUPTION

2–3 Weeks Prior

Controlled social blackout. ARG-style activation. No formal announcement. Community starts decoding. Zero official comment.

PHASE 02

GLOBAL REVEAL

1 Week Prior

Cinematic trailer drop at 00:00 EST. 24-hour paid + creator push. Faction spotlight rollout across 4 days. Influencer kits deployed.

PHASE 03

LIVE CADENCE

Weeks 1–4

Weekly mission drops, XP multipliers, partner integrations, and CRM lifecycle cadence maintain momentum and drive re-engagement.

PHASE 04

CONVERSION PUSH

Weeks 5–6

Final unlock. Scarcity messaging. Subscription upsell. Public leaderboard reveal. Post-campaign retrospective delivered to leadership.

Asset Architecture

PRODUCTION SLATE

Managed the end-to-end lifecycle of 100+ global assets across in-engine, static, social, and co-branded formats — from creative brief through final milestone approval.

Hero Asset

LAUNCH TRAILER

90s · In-Engine · Global Localization · 5 Language Dubs

Static

KEY ART

5 Variants · Print + Digital

SOC

Social

FACTION CUTS

4 · 30s · TikTok + Reels

ARG

Community

ARG ASSETS

Encrypted Drops · 2 Week Pre-Launch

KIT

Partnership

CO-BRAND KIT

Retail + Digital + In-Game

🎬

Launch Trailer

Role in Plan

Primary awareness driver anchoring the global reveal moment.

Scope

Managed 90-second in-engine cinematic, five language dubs, platform-specific cutdowns (16:9, 1:1, 9:16), paid media adaptations, and partner-ready exports.

Operational Ownership

🎨

Key Art Suite

Role in Plan

Core visual system establishing campaign identity across all touchpoints.

Scope

Managed Hero key art plus four faction variants, print and digital specifications, retail storefront adaptations, and localization-ready layered masters.

Operational Ownership

Managed version control, localization workflows, and packaging guidelines to ensure consistent brand execution across international offices and external partners.

📱

Social & Live Content

Role in Plan

Sustainment engine supporting weekly content beats throughout the live event window.

Scope

Managed faction cutdowns (4x 30s), ARG pre-launch assets, in-game messaging tiles, weekly mission drops, and CRM lifecycle integrations.

Operational Ownership

Maintained editorial calendar alignment with development cadence, coordinated publishing across owned, paid, and creator channels, and ensured regional readiness for each content milestone.

🤝

Partnership & Co-Brand Kit

Role in Plan

Audience expansion and brand prestige amplification.

Scope

Managed co-branded in-game item integration, retail-ready merchandise assets, digital storefront placements, and creator early-access stream packages.

Operational Ownership

Oversaw approval workflows, compliance review, asset packaging, and synchronized delivery to external partners and international marketing leads.

Role Execution Map

HOW I DRIVE THIS

Development Alignment

Embedded weekly syncs with game design and dev leads to align Neon Eclipse content drops with marketing beats, ensuring community expectations match in-game reality.

Cross-Functional Delivery

Owned coordination across creative, digital, comms, community, and analytics teams — producing a unified plan with no asset delivery gaps or messaging conflicts.

International Distribution

Centralized asset scheduling and delivery to 34 international offices, with localization timelines built in and a clear approval chain for regional adaptation.

Competitive Intelligence

Tracked live event cadences from Fortnite, Apex, and Destiny to identify timing windows and differentiation opportunities for the Neon Eclipse rollout.

Post-Campaign Measurement

Defined KPIs upfront: DAU lift, trailer view-through rate, social share velocity by faction, and partner attributed traffic. Full retrospective delivered to leadership in week 7.

Leadership Support

Built executive-facing presentation decks, briefed asset reviews, and managed cross-regional communication cadence throughout the full campaign lifecycle.