Teamwork & Strategy
How she leads
Spirit World
created marketability test campaigns with a CPI of $0.67 in the USA
Casual Farming Indie Mobile Game | Marketability Test Campaign | 2025
Team size
Methodology
Project Duration
My Achievement
4
Agile + Kanban
8 weeks
$0.67 CPI
Role Creative Marketing Lead / UA Manager / Content Creator
Responsibilities Creative Direction, Content Creation, Copywriting, Project Management and Campaign Management.
For this marketability test campaign, I had the primary responsibility for planning, producing, delivering and running the campaign, in close collaboration with the CEO, Game Developer and Artists.
I maintatined clear communication with the team, documenting the project progress, reporting on potential risk factors, while paying close attention to game development state, adjusting my project scope to best align with the game development process. Ensuring my campaign would stay true to the games current live state, highlighting the most relevant features and USPs.
Spirit World offers a lighthearted path to self-care and inner peace. Helping players improve mental wellness through calming mini-games like meditation and breathing exercises to exhale their worries away.
Choco chef
Optimized production time by 50%, without compromising on quality
Match 3 Mobile Game | Marketability Test Project | 2023
Team size
Methodology
Project Duration
my Achievement
8
Agile + Kanban
3 weeks
50% time reduction
Role Sr. Creative Marketing Manager
Responsibilities Creative Direction, Team Management, Project Management and Hands-on Creative Production.
This game got greenlit for soft launch after the marketability test performed well, even with the shortened project duration.
Choco Chef was a match 3 mobile game combined with story progression, collecting and crafting features. You follow the story of a female protagonist, who has returned home to take over her grandmothers’ bakery.
Munchies
around 25% CPI improvement, not considering the market "headwinds"
Match 3 Mobile Game | Marketability Test Project | 2021
Team size
Methodology
Project Duration
my Achievement
8
Agile + Kanban
6 weeks
25% CPI improvement
Role Creative Marketing Coordinator
Responsibilities Creative Direction, Team Management, Project Management and Hands-on Creative Production.
Developed an entire creative production workflow used and improved upon for every marketability test project going forward. Established collaboration between the marketing and game development team, through transparent communication and aknowlegement of challenges both teams were facing at the time.
Managed the team and project on a day-to-day basis. Planning, coordinating, and following up on the team’s workload on a weekly basis (incl. backlog grooming, sprint planning, daily standups, release management). Focused on creating a supportive, kind and motivating environment for the team. I made sure to keep stakeholders, management, and the team informed about the project state and potentail risk factors.
Munchies a colorful cartoon themed match 3 mobile game, with an interesting booster combo feature, and a rebuild progression system.
Metroland
Increased trailer click-through rate (CTR) on Google Play Store by 146.67%, from 4.5% to 11.1%, through strategic thumbnail redesign
Endless Runner | Store Creatives Production Cycle | 2019 - 2020
Metroland is a vibrant endless runner available on Nintendo Switch, Google Play Store and other platforms. This arcade-style game challenges players to run, dodge obstacles, and collect rewards while escaping oppressive forces in a futuristic world.
Main responsibilities Content Creation, Project Management, Go-To-Market Strategy and Social Media Management.
Team size
Project Duration
Achievement
6
4 weeks pr. cycle
146.67% CTR increase
Subway Surfers
Optimized production time by 50%, increased quality & content output by 40%
Endless Runner | Store Creatives Production Cycle | 2016 - 2018
Subway Surfers is an endless runner, with 1B+ downloads. A global hit amongst teens and young adults. This was the first big title she worked on, hired as an Associate Creative Marketing Assistant and then promoted to Creative Marketing Coordinator. Main responsibilities starting with Content Creation gradually expanding to include Creative Direction and Project Management.
Team size
Project Duration
Achievement
3-6
4 weeks pr. cycle
50% time reduction