Product & Marketingleadership for what'snext.
20 years turning bold ideas into products and campaigns experienced by millions: building platforms, launching creator ecosystems, and leading global teams. Now focused on where AI is going, and how it will reshape product development and go-to-market activations.
Location
Cologne, Germany
Languages
- English · Native
- German · B2
Education
Film Foundation, Writing, Directing & Producing
Vancouver Film School · 2001 – 2002
About
I've spent twenty years at the intersection of product and marketing, and I've experienced a consistent truth running through all of it: the best marketing isn't an ad, it's something that genuinely inspires people and, wherever possible, ties back into their experience of the product. When you can innovate an experience on behalf of your audience, instead of interrupting them with something they want to skip, they'll give you their time willingly, and the business results follow.
As Head of Creative for EA's global marketing, I built the company's first in-house creative studio: a globally distributed team of producers, creative leads, editors, sound designers, motion designers, and copywriters. For three years we produced the media for every campaign across EA's portfolio, from Battlefield 1 and Apex Legends to FIFA and The Sims, plus event content for E3, EA PLAY, and Gamescom: hundreds of videos, with single trailers reaching tens of millions of views.
With the studio up and running, I moved to Marketing Innovation, where we stopped asking players to watch and started giving them something to do. NFS Heat Studio turned the wait between the game's Gamescom reveal and launch into a daily habit: 1.48 million players in its first ten weeks, 3.5 million installs across its lifespan, five million cars customized, and nearly 200,000 launch trailers personalized around each player's own customized car. EA SPORTS Highlighter followed, putting capture-and-share tools directly into the game, used by 41% of players and generating 124 million replays in FC 25, work that earned me a granted U.S. patent for its replay editor.
From there I took on EA.com, the digital home of every EA franchise, and led a ground-up rebuild off a legacy CMS onto a modern stack. Our users across our lead titles grew 189% in the first year, organic traffic grew 4.6x, and then more than doubled again the year after. Alongside this, we took our internal Creator Network and transformed it into the Support-A-Creator program, which delivered multi-million-dollar revenue in its first year with the best return on ad spend of any partnership activation in EA history.
Most recently I have held the title of VP of the EA SPORTS App, where I lead a global team building EA's platform for bringing players closer to the real world of sport.
And because I believe the best way to understand where the future is going is to take part in it, I've been building with AI personally over the past two years. In 2025 I shipped my first agentically developed website, omychef, and more recently I've developed and deployed agntchat, a messaging platform designed for agents across all three clients: desktop, web, and mobile.
AI is the deepest shift I've seen in twenty years of building products and marketing them, and it's only accelerating. I plan to keep building right at the front of it.
Work
Experience
Jul 2025 – Present
Electronic Arts · Cologne
VP, EA SPORTS App
- Lead a global team of designers, product leads, developers, project managers, and strategists building the EA SPORTS App, EA's platform for bringing players closer to the real world of sport.
- Drive engagement beyond the core game through match predictions, virtual play-by-play, and card-collector-style Moments tied to live match events.
- Shipped a revival of Sensible Soccer as a playable in-app experience timed to the 2026 World Cup.
Jun 2022 – Jul 2025
Electronic Arts · Cologne
Sr. Director, EA.com & Creator Network
- Led the ground-up rebuild of EA's global web platform, the home of every EA franchise and visited by millions of fans monthly, moving off a legacy Adobe CMS onto a modern Contentful + TypeScript stack and templatizing the build process so new franchise sites could launch in days instead of months.
- Grew users on lead titles by 189% in the first full year post-rebuild, with organic traffic up 4.6x; the following year more than doubled those gains again. Average session duration rose 94% and engagement per session rose 82%.
- Reimagined the Creator Network and launched the Support-A-Creator program with The Sims as pilot title, delivering multi-million-dollar gross revenue in year one with the best ROAS of any partnership activation to date.
Jun 2019 – Jun 2022
Electronic Arts · Cologne
Sr. Director, Marketing Innovation
- Led the team behind EA SPORTS Highlighter, giving FC players tools to turn in-game replays into shareable highlight reels without leaving the game, adopted by 41% of console/PC players, generating 124M replays and 92M highlight views, with 3.4M customized videos saved to the cloud. Later selected as the core camera system for EA SPORTS FC's "Project Assist."
- Built NFS Heat Studio, a standalone customization app for Need for Speed Heat: 1.48M unique players in its first ten weeks, 4–5 logins/player/day, 24-minute average daily sessions, 5M+ cars customized, and 200K personalized launch-day trailers featuring players' own cars. Sustained daily engagement for nearly two years post-launch.
Jun 2016 – Jun 2019
Electronic Arts · Cologne
Head of Creative, Global Marketing
- Led a global team of creative directors, editors, cinematic artists, and designers developing marketing campaigns across EA's full portfolio, from concept through execution.
- Delivered iconic campaigns including Battlefield 1, Apex Legends launch, FIFA with Cristiano Ronaldo, The Sims, Mass Effect, Dragon Age, and Need for Speed; built out a world-class in-house creative studio.
Apr 2014 – Jun 2016
Electronic Arts · Cologne
Marketing Art Director
- Designed and directed all campaign content for Need for Speed (2015), leading a team of editors and cinematic artists to lift content quality and drive all-time highs in time-watched.