About
Brand Strategist | I design creative strategies at the frontier of branding, product, and cultural marketing. I also publish thesis-driven insights on the nature of culture and technology.
Work Experience
GOOD MONSTERS is an independent publishing label by Brian.
Blizzard Entertainment | Diablo IV | Diablo Immortal | World of Warcraft | Hearthstone
Successfully pitched and secured the Diablo account, leading the development of Diablo IV's go-to-market strategy.
TD Ameritrade Institutional | DC Comics
Repositioned TD Ameritrade's brand narrative in the investment industry, achieving best-in-class CX scores with 87% CSI and 68% NAS, while growing assets under management by 381%.
Led a $12M internal communication program, integrating business and marketing goals into measurable frameworks by creating dashboards to enable teams to visualize KPIs and socialize the ROI of marketing investments.
Led the marketing team’s transition through a $26 billion acquisition by Charles Schwab.
Counseled senior leaders at DC Comics on brand narrative, content acquisition, marketing, and content strategy.
Developed and executed a go-to-market strategy aligning American Express with the $6 trillion high-status health and wellness industry—contributing to their record growth in customer acquisition with 12.5 million new card accounts.
Supervised and mentored a diverse team of researchers, designers, copywriters, social media managers, and strategists, fostering a collaborative work environment from interns to managers.
Nintendo | AllState | Esurance | Atom Tickets | 7-Eleven
Defined Nintendo’s brand narrative and content strategy for the Nintendo Switch system and the Nintendo 3DS family of portable systems—the second and third best-selling console of all time.
Worked directly with the Chief Digital and Chief Information Officer of 7-Eleven to gamify their loyalty program with an AR brand and marketing strategy, growing it to 12 million users and significantly improving the iOS app rating from 1.5 to 4.8.
Global brand strategy for Samsung TV.
Helped craft the U.S. and global communications strategy for the Overwatch League, the first major esports league with city-based teams.
The league achieved over 415,000 viewers on the opening night and garnered over 10 million viewers across all streaming formats in the first week, leading to sold-out events for all four days at Blizzard Arena.
Apple | Nike | Beats | Amazon Studios | adidas | Ubisoft | Call of Duty | Modelo | KIA | New Amsterdam
Pitched and secured talent across music, art, sports, and entertainment for branded marketing campaigns, leveraging existing relationships with major/indie labels, PR agencies, and artist management.
Collaborated with product, sales, business development, editorial teams, freelancers, vendors, and music labels on campaigns, digital content, live events, branded activations, and ComplexCon, contributing to a total of $50 million in annual revenue.
adidas | Google | Jeep | World Surf League | Seventh Generation | Coors Light
Partnered with management and senior leadership across departments on research, strategy, and business development.
Disney | Riot Games | 2K Games | Electric Daisy Carnival | ASUS | VIZIO
Supported business development and strategy teams on research, pitches, and creative brand work.
Projects
Aligned executive leaders and stakeholders within a highly matrixed organization on a large-scale initiative—developing a next-gen digital strategy for Microsoft post-COVID in areas such as retail, e-commerce, AI, gaming, community, and cybersecurity. Presented research findings and strategy that gave teams at Microsoft the permission to get into new platforms like TikTok, which grew their Windows account to 2 million followers, generating 25 million views for every post mentioning Microsoft.
Developed a campaign strategy for Diablo IV that unified unified stakeholders and external agency partners around a 'Hell on Earth' territory, contributing to the game's record-breaking sales of $666 million in just 5 days. This figure surpassed the total revenue of all horror films released in 2023.
I spearheaded a research project with my data science team that found that 7Rewards customers over indexed on gaming. I then developed an AR strategy that would gamify their loyalty program. Our team worked directly with the Chief Digital and Chief Information Officer of 7-Eleven to help grow the app to over 25 million users and significantly improve the iOS app rating from 1.5 to 4.8. It is now one of the largest loyalty programs in retail.
AWARDS:
2019 Loyalty Magazine Award - Best Loyalty Program
2019 Augie Award for "Always On AR"
Successfully implemented a long-term AI product strategy for esurance and subsequently, AllState, the fourth largest auto insurance provider in the US.
Developed an AI strategy for the car insurance process with AI chatbots, which eventually went on to facilitate millions of conversations about quotes and claims with customers and insurance agents—achieving 38-40% containment in channels with 80% accuracy within five years.
I was on the original pitch team at 72andSunny that won and cultivated the adidas brand.
Writing
The Franchising Strategy Behind Asia's Beloved Brands
How Web Comics From South Korea are Redefining Global Storytelling, Surpassing Marvel and Disney
Speaking
I warned a group of real estate investors from Oaktree Capital, Sheppard Mullin, Wells Fargo, and CBRE on the coming commercial real estate crisis.
The Head of Strategy, Kelsey, asked me to present to her strategy department on the future of social media commerce, and share my insights around the influence of asian video platforms. Specifically on how Douyin and TikTok really work.
A series of interactive panels, conversations, and activities, we explored and celebrated the diversity and nuance within AAPI cultural identity.
As part of my engagement with Microsoft, I presented to leaders across all of Microsoft's major business lines on the future of content, commerce, and community.