- Led publishing operations processes and execution for APAC territories, including self-published regions and external publishing partners- Oversaw and executed content trafficking from Game, Brand, and Esports teams on Riot-owned social channels, managing ad hoc asset management and coordinating with internal teams on localization and publishing timeline requirements- Managed strategic content creation strategies and processes with internal teams, external agencies, vendors, and partners, ensuring delivery adhered to Riot’s quality standards while resonating with APAC players- Owned and optimized the pipeline of player-facing content according to global publishing calendars, serving as a key source of information and knowledge on upcoming releases and communication strategies- Ensured clear and consistent communication to promote transparency and alignment throughout the content publishing cycle, engaging a diverse range of stakeholders and addressing emergent issues or changes- Identified and implemented workflow improvements, enhanced content presentation, and refined stakeholder collaboration processes- Managed an external social media agency to facilitate comprehensive content trafficking across all owned platforms, overseeing hyperlocal content creation processes for our games- Contributed ideas to hyperlocal content planning in collaboration with third-party vendors, hub, and local market teams- Developed onboarding materials and conducted tailored training for local markets as well as hub representatives to help ensure widespread adoption and proficiency

- Established community advocacy and engagement processes while actively communicating with developers to increase player retention- Developed and managed communication strategy/community platforms for players and player communities- Managed and analysed performance/progression of official communication platforms- Created and managed community publishing (communication and content on owned media and social media) with a high level of quality and timeliness- Provided editorial and copywriting guidance and coaching to other publishing team members- Developed innovative plans, programs, and strategies to increase the reach of communication and community engagement, and facilitated community activities- Generated meaningful/constructive reports on community sentiment and reactions and provided feedback to the community through collaboration with development teams and other publishing teams- Planned and executed community projects, including online/offline events/promotions- Collaborated with partners (fan-sites, influencers, and other relevant parties) to promote our communication efforts- Analysed and reported the impact/result of communication and community promotion

- Established content pipelines for studio branding (hiring)- Ensured successful soft launches for the studio’s self-developed mobile games by developing a strong online presence- Conducted profitable User Acquisition campaigns for games that are currently live in stores- Liaised with external partners to ensure good relationships with platforms and to deliver world-class marketing assets- Coordinated internally between departments (developers, artists, QA) to ensure that live operations run smoothly- Developed and led community strategies for games developed by the studio (World of Legends, Mighty Pets & Puzzles, and Apple Arcade exclusive Butter Royale)- Managed all social media accounts (for studio and live games), Discord servers, and official websites- Designed suitable content strategies; curated and segmented content to increase engagement and channel growth- Developed App Store Optimization (ASO) strategies to ensure that our games appear at the top of the search results

- Managed the social media accounts of the official League of Legends Singapore page (430,000 likes)- Monitored and evaluated feedback from players while identifying potential threats and opportunities in generated content- Improved player experience by identifying pain points or opportunities, and developing solutions from scratch or localizing best practices from other regions- Drove the development of esports in Singapore, which included implementing initiatives to increase the competitiveness of the scene and interest from the wider community- Built and maintained relationships with all stakeholders, including sponsors, partners, the wider community, as well as internal teams- Organized and coordinated both offline and online events ranging from competitive tournaments to community gatherings- Managed a broadcast team (casters, production assistants, observers) and created all associated visual overlays used for the livestream

- Supported the Marketing Manager in keeping our brands in front of customers- Produced press releases on all relevant company news and coordinated with relevant industry media contacts- Designed and managed company websites (Helix Leisure, Embed, LAI Games, and Locker Network)- Designed and updated advertising materials including print ads, online ads, and sales collateral- Assisted with international trade show preparation as needed- Kept social media presence current for the multiple brands- Managed the upkeep, organization and maintenance of the shared marketing resources internally within the company

- New Product Introductions: Lead the marketing planning and execution of assigned new game products and Embed features from start to finish- Brand Marketing: worked on brand-level campaigns (Helix, LAI Games, Embed, Locker Network, and future brands) to articulate the brand values and positioning- Product Definition: integrated marketing in the R&D decision-making process- Training: brought product knowledge into the operations/sales group via internal marketing and training sessions

- Assisted in the execution of community projects- Assisted in the creation of monthly community report through preparation and analysis of qualitative and quantitative data- Transcribed recorded ICE Meeting Discussions to Sharepoint- Went through SNS channels to gather daily community temperature- Helped to update internal communication about community status- Monitored the quality control of published content