Tamirys

Seno

Marketing, Brand Strategy

and Product Management

2024 Portfolio

Intro

Tamirys Seno Barboza, 35 years old

Based in London, UK

Hi there! 👋

I’m Tammy, and I have 12 years of experience in Marketing, Product Management, and Brand Strategy in the gaming and entertainment industry at global and regional levels - from AAA to indie titles. Throughout my career, I’ve had the chance to contribute to the launch of 13 game titles, 1 Netflix Series, 1 movie, and several League of Legends & VALORANT patches.

With a Bachelor's degree in Communications, a Postgraduate Course in Customer Insights and Market Research, and a specialisation in Brand Strategy, I’ve worked for several companies, such as Riot Games, Ubisoft, Chucklefish, and Omelete Group (owner of Comic Con Experience, the biggest pop culture event worldwide) delivering exceptional customer-centric experiences by creating engaging strategies to increase brand awareness and enhance product lifecycle.

In my professional journey, I developed proficiency in creating go-to-market plans and roadmaps, setting objectives and key results efficiently, crafting brand strategies, market insights, sale forecasts, key messaging, and product marketing strategies from conception to launch. Always leading teams and partners to translate strategy into tangible results collaboratively and keeping the business objectives, players' needs, key performance indicators (KPIs), and objective and key results (OKRs) in mind.

My approach to work involves critical thinking and data-driven decision-making to achieve informed decisions collaboratively with the team. Additionally, my strong project management skills enable me to communicate progress and present work effectively to executive staff, ensuring alignment with organisational objectives.

Achievements

Let’s talk about numbers..

📝 12 years of experience in Marketing, Communications, Brand Strategy, and Project/Product Management - at regional and global levels.

🌎 3 proficient languages (Hi, ¡Hola!, Oiê!)

🎓 1 Bachelor’s Degree in Communications

📃 1 PgDip in Customer Insights and Market Research

🏅 1 Brand Strategist Certificate

🎮 13 game titles launched - going through AAA, GaaS, and indie titles (from PC to consoles)

🍿 1 Netflix series launched

🎬 1 movie launched

📑 114 League of Legends Patches

🎯 54 VALORANT Patches

🏆 148 product marketing solutions delivered successfully

🎙️ 5 public speeches focused on the gaming industry

💵 20% less annual expenses after implementing cost-saving measures

📉 60% increase in content effectiveness

📈 40% increase in brand awareness

Professional

Experience

• Bachelor’s Degree in Communications
• Postgraduate Course in Costumer Insights & Market Research
• Brand Strategist Certificated
• Women in Games Ambassador

• English: Fluent
• Brazilian Portuguese: Fluent
• Spanish: Fluent

Go-to-Market Strategy Development • Product Launch Management • Brand Positioning • Social & Content Strategy • Budget Planning • Milestone Review • Sales Forecasting • Events • Localisation & QA Management • Partners and Influencers Management • 1st party partnership

Social Media Marketing Leadership • Audience Engagement Strategy • Team Management • Channel Optimisation • Regional Audience Targeting • KPI Management • Social Listening Reports • Playbooks & Guideline Definition • Channel & Content Strategy • Publishing & GTM Plans

Social Media Strategy & Content Creation • Content Performance Analysis • Channel Management • Commercial & Business Support • Community Management • Events Live Coverage • Cross-team collaboration • Licensing & Partnership content • Branding & Guidelines definition

Strategic Planning • Content Production • Live Event Coverage • Data Analysis • Team Leadership • Community Management • Influencer Marketing • SEO Optimization • Campaign Management • Regional Content Strategy • Localisation Management

Social Media Content Creation • Content Strategy Development • Project Management • Commercial Campaign Management • Event Coverage • Best Practices Implementation • Advertorial Content • Social Channels Growth Management • Paid Media Campaigns

Arcane 1st

Season Launch

(Netflix)

Launch of 'Arcane', the highly anticipated animated series produced by Netflix, based on the "League of Legends" IP, focused on delivering an engaging experience to regional players and fostering community fandom. From the announcement to launch and post-launch, I had the privilege to lead several fronts in this project, including an exclusive live stream premiere, managing partners to deliver marketing pieces and supporting business partnerships across the brand’s channels and marketing activations.

Responsibilities:

• Content Marketing Strategy & Comms Roadmap
• Trailer & Hero Pieces Quality Assurance
• Point of contact for Netflix partners
• Team management
• Regional Marketing Plan
  
• Developing OKRs to achieve Publishing outcomes

• Content Planning for merchandise & business partnerships
• Brief partners & agencies to execute strategy plans efficiently
• Oversee Live Coverage for livestream Première
• Setting and Tracking KPIs

VALORANT

from Beta to Launch

An "s" in Riot Games — From beta to launch, VALORANT shot for the stars and became one of the most popular first-person shooter games in the world. We faced (and succeeded) the challenge of fostering and growing a regional community from scratch. Our efforts in strategic regional initiatives, esports integration, and hyperlocal content positioned it as a reference in the free-to-play FPS genre, setting a new standard for engagement and player retention in the market.

• Point of contact for global teams
• Overseeing marketing pieces creation for regional channels
  
• Esports Marketing Integration
  
• Team management
  
• Hyperlocal exclusive content
  
• Identifying opportunities aligned with product goals and enhancing player retention
  

Riot Forge

Product Lead

As a Social Media Lead at Riot Games, I decided to broaden my horizons and take on the additional role of Product Lead for Riot Forge, a new initiative at Riot Games. We leveraged the League of Legends IP to create unique single-player experiences with indie game studios on consoles (Xbox and PlayStation). In this role, I was the point of contact for global and regional teams, being the project's owner to ship titles successfully.

• Budget allocation
• 1st party relationship development
• Setting regional targets and OKRs
  
• Mapping the customer journey
  
• Implementing regional market tactics
  
• Targeting Localisation efforts
• Managing stakeholders
  

Loco Motive:

Product Lead

Dive into the captivating world of Loco Motive, a comedy-mystery adventure published by Chucklefish and crafted by Robust Games. As both Content Manager and Product Lead, I embraced dual roles, steering the ship of production and marketing. With a keen eye for strategy, I facilitated the team's efforts, transforming our vision into tangible results, driving wishlists and supporting this title towards launch for a unique gaming experience.

• Sales forecasting
  
• Marketing & Production budget allocation
• Pricing setting
• Mapping customer journey
  
• Managing Localisation, QA and PR Partners
• Roadmap and Production Pipelines
• Working with 1st party partners for events, demos and releases

Spirit Blossom

& Crunchyroll partnership

The Spirit Blossom skin line, introduced in the online multiplayer game League of Legends, was created with the intention of appealing to anime enthusiasts. To effectively reach our target audience, we proposed a partnership with Crunchyroll, the world's largest anime streaming service. As the leader of this initiative, I collaborated closely with my team to devise strategies that intersected both markets. The resulting joint efforts were successful in making the collaboration mutually beneficial and enhancing the overall gaming experience for all parties involved.

• Setting Key Performance Indicators (KPIs)
• Channel Strategy Development
  
• Budget Allocation
• Quality Assurance for hero pieces

VALORANT

Agent Takeover Campaign

Launch campaign for "Disruption", the 4th VALORANT episode, featuring a special series about the game's agents taking over the brand's global social media. I had the privilege of leading the team for this campaign, delivering a cohesive and efficient marketing strategy to elevate the presence of the VALORANT brand as a unique experience for regional players.

As Raze dances and celebrates her hometown in the main campaign hero content (1.2 million views), she takes over the global VALORANT profiles on Instagram, ‘deleting’ all the existing content and replacing it with photos of herself, as well as unusually answering some community questions in AMAs (Ask Me Anything).

She also invades TikTok (220 million views), where the agent launches a dance challenge on the official VALORANT profile with influencers.

Responsibilities:

• Leading campaign from strategy conception to execution
  
• Collaborated with global teams to execution of marketing pieces on the global VALORANT channel.
• Overseeing & tracking marketing timeline
• Vendor management

• Stakeholder management
• Cross-channel strategy
• Setting regional targets
• Leading TikTok’s partnership
• Quality Assurance for marketing pieces
• Cross Collaboration with PR, Community, Influencers and Creative teams

League 10

10th anniversary of

Riot Games

This was a historic milestone for the Riot Games brand — the worldwide livestream celebration of 10 years of League of Legends and the announcement of the "s" of Riot Games with all upcoming titles that the studio had been working on secretly: VALORANT, Wild Rift, Legends of Runeterra, Project L (fighting game), and single-player titles.

• Overseeing activation of new regional IP channels for all new products following brand guidelines.
• Coordinating Live Coverage for regional audiences to leverage worldwide announcements.
• Team & workload management.
• Support PR and Influencers teams.

Eastward Xbox Game Pass launch

Pixpil, the acclaimed developer, and Chucklefish, the charming publisher, have expanded the reach of their BAFTA-nominated 2D adventure game by releasing it on Nintendo Switch and PC. Now, the title has also been launched on Xbox Game Pass, PC Game Pass, and Xbox Cloud Gaming, further broadening its availability across platforms with the support of Microsoft.

• Built engagement with the Xbox Brand across various channels
• Activated influencers and streamers in the Xbox community
• Set campaign targets and monitored campaign performance
• Provided post-launch support to sustain interest among Xbox players

Witchbrook

Steam Page Launch

Jump on your brooms: Witchbrook, a title eagerly awaited by the gaming community, has debuted its official page on Steam! As my main focus, I meticulously unfolded the captivating content showcased on the page, driving wishlists and raising awareness about the title through social channels.

• Data Analysis insights presentations
• Social Media Content execution across all social channels
• Activation of official channels for the title

Wildrift

From Alpha

to Launch

Another "s" in Riot Games - From beta to launch, the very first Riot Games title dedicated to mobile devices will bring a new League of Legends experience to the palm of your hands (and anywhere you want). Focused on creating a brand-new community for this title, I was proud to lead the team from building hype with pre-registrations on mobile stores, a QA session in a live stream for the official launch, to creating exclusive content to onboard new players, lowering the learning curve, and increasing player retention for the new product.

Responsibilities:

• Product Onboarding Strategy
  
• Reactive & Mitigation Comms for Alpha & Beta tests
• Creation of Regional Alpha & Beta Social Comms Campaign
  
• Utilising social listening data to implement product improvements
  
• Being the point of contact for sentiment and community feedback

• Engagement reports
• Learning & Onboarding Content Strategy
• Team management
• Social Media Strategy & Channel Roles Definition
• Overseeing content creation for regional channels
• Identifying content opportunities aligned with product goals and enhancing player retention

EGX 2022 and

EGX 2023

Coverage

Showcasing titles at EGX (formerly Eurogamer Expo), the UK's premier video game event, involves supporting the team with booth operations, reinforcing key messages for each title during demo sessions, and ensuring a content campaign before, during, and after the event. It was an opportunity to apply the best practices and guidelines to optimise our content and extend the event experience to the broader community beyond the UK.

• Developer Team Support
• Demo Showcase & Player Support
• Community Contests and Local Activations
• Community Management
• Event Live Coverage

Ubisoft Brazil

E3 2016 Coverage

E3 2016 Ubisoft Brazil's dynamic social media campaign live from Los Angeles! As we unveiled exciting new titles and IPs, our content planning ensured key social channels were brimming with exclusive insights and behind-the-scenes coverage, including live streams from the Orpheum Theatre. Engaging influencers, providing first impressions, and hands-on coverage, we brought the E3 experience directly to the Brazilian community, creating unforgettable moments and building excitement for Ubisoft's latest releases.

• Coordinating embargo for time-sensitive content with the team
• Quality Assurance for Hero Pieces Localisation
• Influencers activation
• Community Management

Wargroove 2 Launch

The popular turn-based adventure game Wargroove has released its sequel on Steam and Nintendo Switch. The announcement date for the sequel was internally set, and to generate interest in the audience for the secret announcement planned for March, the strategic opportunity of Wargroove 1's 4th anniversary (in February) was utilised. Content pillars were defined for each key moment in the customer journey, supporting the title sequel from the announcement to the first demos, through the date reveal, and finally, the launch.

• Beta Campaign
• Creation of PR Pitch
• Community Showcase Content
• Community Management

Get in touch!

Let me know how I can help :)

tamirys.seno@gmail.com

www.linkedin.com/in/tamirys