Mac in the Meadow

#1Free game on the US App Store, NBA All-World

$150M+Career media spend across EA and Niantic

18% → 41%D1 retention lift on Mega Fireball

100+Global live events programmed for Ingress

On the air

CH 01

NBA All-World

Niantic · Global product marketing lead

Problem: A new licensed game had to be announced in two to three months, before it had a name or a logo.
What I did: Owned positioning, creative, UA, PR, talent and live events. Read soft-launch data with community managers and pushed the roadmap toward multiplayer tournaments.
Result: #1 free game on the US App Store, and the game hit its soft-launch exit criteria.

CH 03

Mega Fireball

Lucky Juicebox · CEO and co-founder

Problem: Showcase passthrough multiplayer on Meta Quest 3 with a small, venture-backed team.
What I did: Raised $1.4M, landed an $850K Meta partnership, ran the roadmap and sprints, and owned the trailer, storefront and Meta co-marketing at GDC and Connect.
Result: D1 retention went from 18% to 41% after 100+ in-person playtests reshaped onboarding.

CH 04–05

Ingress Prime

Niantic · Product marketing

Problem: Relaunch a five-year-old game for loyal veterans and brand-new players at the same time.
What I did: Ran a worldwide community tour, seeded faction leaders early, and launched an Ingress anime with Netflix and Fuji TV.
Result: A relaunch the core community backed, plus 100+ live events programmed globally.

CH 06

FIFA 17 and FIFA 18

Electronic Arts · Senior global media strategist

Problem: Grow the biggest sports franchise across 30 territories and 11 languages.
What I did: Architected global media strategy on a $45M budget across social, search, programmatic and TV.
Result: FIFA 17 was the best-selling console game of 2016. FIFA 18 became the biggest FIFA in franchise history.

CH 07

Niantic brand system

Niantic · Brand architecture and naming

Problem: Games, platform tools and features were all reaching for the Niantic name.
What I did: Co-developed a branded house system, a symbolic naming rule, and a decision tree for when a feature earns its own name. Took it through the exec team.
Result: One system covering Lightship, Wayfarer, partner co-brands and the Chinese-market brand.

Architecture

MasterbrandNiantic

PillarLightship

Second tierWayfarer

Branded featureAdventure Sync

UnbrandedVPS

Naming rule

Symbolic and aspirational. Not descriptive.

✓ Niantic Wayfarer

✗ Niantic Portal Submission Tool

✓ Niantic Lightship

✗ Niantic AR Experience Development Tools

Does it earn a logo?

Is it a unique point of difference?
Could it stand alone as a product?
Does the audience value it?

All yes, make a logo. Any no, it stays a plain description.

CH 08

The lab

Things I build myself

Shipped: Cold Case, a daily geo mystery game with an AI case pipeline. Rekko, a local recommendations app.
Tools: A frontier model test harness and an agent marketing pipeline that did the work of 1.5 people.

Prototype. The TV shows placeholder channels; each one is ready to take a real trailer file. The meadow is my own photo from Golden Gate Park.