Joe MacKenzie

About

Results-driven Brand and Marketing Manager with 8+ years of experience in the gaming industry, specializing in Brand Management, Product Marketing, Digital Strategy, Esports, and Creative Planning. A passionate gamer with a data-driven mindset, exceptional time management skills, and a collaborative, can-do attitude. Adept at crafting compelling marketing campaigns that resonate with players and drive engagement. Outside of work, an avid fan of gaming, esports, board games, travel, hiking, and music. MBA graduate from Louisiana State University, Shreveport!

Experience

• Senior Brand Manager · Mountaintop Studios2025-02-01 –

  Led the go-to-market strategy for Spectre Divide, achieving top 25 status on Steam with over 700,000 wishlists and breaking into the top 10 most streamed games on Twitch during Closed Beta. Continued to lead GTM planning for Spectre Divide's subsequent Seasonal and Console releases. Developed and executed comprehensive marketing campaigns resulting in tens of millions of impressions and store visits, while successfully managing multiple Twitch drop and esports initiatives with significant user participation. Established and expanded the brand identity system, transforming minimal initial guidelines into a comprehensive 40+ page brand resource that directed all marketing efforts. Spearheaded social media content strategy on TikTok that substantially increased visibility, follower count, and engagement across multiple platforms. Managed DLC planning and implementation, creating additional revenue streams while providing valuable post-launch content for players.

• Brand Manager · Mountaintop Studios2023-10-01 – 2025-03-01

  Developed, implemented, and continually refined the overall brand strategy to increase brand awareness, resonate with target audiences, and drive player loyalty. Planned and executed integrated marketing campaigns to promote game releases, seasonal content, expansions, and events across various platforms (digital, social media, etc.). Collaborated with the creative team to develop compelling marketing materials, including trailers, social media content, artwork, and promotional assets that align with the brand identity. Identified and established partnerships with prominent brands, influential figures, and content creators within the gaming community to expand reach and engagement. Worked with external agencies to deliver compelling marketing initiatives that deliver against the company’s brand and business objectives. Developed and managed marketing budgets effectively, ensuring resources are allocated optimally across various marketing channels and campaigns. Monitored and analyzed campaign performance, brand health metrics, and market trends to make data-driven decisions and adjust strategies as needed.

• Marketing Producer · RallyHere2023-06-01 – 2023-10-01

  Marketing Producer for RallyHere - a new startup offering a fully integrated platform for live service games. You build great games. We power your multi-platform backend live operations.

• Brand Specialist · Hi-Rez Studios2022-04-01 – 2023-06-01
• Marketing Video Content Producer · Hi-Rez Studios2019-12-01 – 2022-04-01

  Identifying Marketing Needs and Applying Digital Content Solutions. Brainstorming Content Ideas. Scriptwriting, Filming, Editing, and Producing Content for Youtube Channels with combined over 2,600,000 subscribers. Capturing In-Game Content.

• Broadcast Producer · Hi-Rez Studios2019-08-01 – 2019-12-01
• Associate Broadcast Producer · Hi-Rez Studios2017-08-01 – 2019-12-01
• Associate Event Coordinator · Hi-Rez Studios2017-06-01 – 2017-08-01

  Game Testing, Information Technology Support, Event Planning, Project Coordination.

• Production Intern · UGA Performing Arts Center2014-08-01 – 2017-05-01

  Operating Stage Facilities, Working with Stage Lighting, Working with Audio Systems, Assuring Comfort of Visiting/Performing Artists.

• Stage Crew · UGA Performing Arts Center2013-09-01 – 2014-08-01

  Provided Technical Support and Hospitality to artists and performers.

Education

• LSU ShreveportMaster of Business Administration - MBA, Marketing
• The University of GeorgiaBachelor's degree, Entertainment and Media Studies
• Georgia Gwinnett CollegeDual Enrollment

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