Driving $300M Growth and Award-Winning Success
for the Spider-Man Franchise
Who Are They?
Activision was a leading global publisher of video games, known for developing and distributing interactive entertainment software across multiple platforms, including console, PC, and handheld devices. The company was a dominant force in the gaming industry, focusing on original and licensed properties, with a strong portfolio of successful franchises, including blockbuster titles like Call of Duty, Spiderman, Tony Hawk’s Pro Skater, and Doom 3.
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Where Were They Before Working With Us?
The Spider-Man franchise, a $300 million portfolio, was seeking to expand its reach and market presence through a multi-year strategic plan. While the franchise had enjoyed strong brand recognition and sales, it required a strategic roadmap to maintain market leadership while navigating increasing competition and changing consumer behaviors.​
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What Problems Were They Facing?
Despite its success, the Spider-Man franchise faced challenges in executing an aggressive growth plan to expand into new platforms and audiences. The lack of a cohesive long-term strategy, increasing competition from rival franchises, and evolving consumer expectations hindered scalability. Additionally, optimizing global forecasting and resource allocation was critical to support expansion. Activision needed a strategic approach to drive growth, strengthen its competitive edge, and maximize brand potential across multiple touch points.
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What Did We Do To Solve It?
I led the Spider-Man franchise, overseeing a dedicated team and driving $300 million in revenue. Collaborating with multiple agencies, I developed and executed comprehensive marketing campaigns across all media touchpoints, ensuring consistent brand messaging and audience engagement. A standout achievement was the successful launch of Ultimate Spider-Man, the #1 game in its category, earning industry recognition for its innovative cel-shading technology, online media strategy, and website design. To improve operational efficiency, I led a cross-functional team in implementing a global forecasting platform, enhancing planning accuracy and resource allocation. These efforts optimized marketing spend, streamlined operations, and positioned the franchise for long-term growth with award-winning, innovative content.