New industry,
legacy brand.

I was asked to join Counter Logic Gaming (CLG), at the time Madison Square Garden’s esports team, as the Senior Manager of Digital Content to help rebuild the brand while it was in an upswing after years of struggling. CLG was my first opportunity to fully own a brand’s strategy and lead a team, and even though my time ended as the team was acquired and dissolved, CLG remains one of the roles that I am most proud of.

What I managed & what we accomplished.

I led a team of 12 employees and oversaw a budget of over $5 million. The entirety of my teams responsibilities included strategy for social media, video content production, graphic design, merchandise, event production and activations, and overall brand identity using data-driven approach.
I managed four social media employees and oversaw the creation and maintenance of a publishing calendar. This resulted in a 57% average increase in engagement across all social platforms and 100% delivery on all partnered assets.
I managed three creative producers, two of which I recruited and hired, that ideated and executed on all film related projects spanning 10+ gaming titles. This accomplished a 191% increase in engagement across three YouTube channels and 112% increase published content across all owned channels
I owned a $230k 360-degree campaign for Women's History Month that included the planning and execution of a red carpet event. We also participated in regular tailgates at Riot games and across the U.S. for audiences up to 10k attendees.

Paint it RED.

The CLG Red Carpet Event presented by Spectrum was our most hotly anticipated asset in a $230k 360-degree campaign for Women's History Month that also included a social media campaign and editorial video content.

CLG made history in 2015 as one of the first legacy esports teams to adopt a women’s roster full time, honorably named CLG Red. Women have always been an underrepresented community in gaming, and esports is no different. This campaign celebrated the strides CLG had made to begin to close that gap.

Faith is a State of Mind.

Have you ever had one of those projects where several points of inspiration meet up and you have that delicious moment of serendipity? The State of Mind collection was that project.

CLG had been on a two-year slump where the founder, George "HotshotGG" Georgallidis, famously encouraged fans to hold on through the slump with the line “No faith? Why are you even here?”

Cut to fall of 2022, where for the first time in two years the League of Legends World Championship would finally be held in person again in North America. One of the stops on that series?

Madison Square Garden, at the time our parent company.

The State of Mind collection became a tangible symbol of our team finally getting it’s footing back. Years of holding faith, years of virtual events, and a homecoming in New York.

This project encompassed designing the apparel itself and marketing it online and in-person. It became one of our best selling collections of all time.