Leading Growth for a $300M+ Global Entertainment Franchise

The Company

Activision was a global interactive entertainment company and one of the world's leading video game publishers, with a portfolio that included some of the industry's most recognized entertainment franchises.

Within Activision, the Spider-Man franchise had grown into a $300M+ global business spanning multiple titles and platforms.

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The Challenge

​As the Spider-Man video game franchise grew into a $300M+ global business, its scale and complexity increased significantly. Sustaining momentum required a clear strategic vision across multiple titles, platforms, markets, and partners while continuing to deliver successful launches in an intensely competitive entertainment category.

The challenge was to create greater strategic and operational discipline around the franchise while continuing to drive growth, innovation, and market performance.

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The Approach​​​

I led the strategic vision and execution for the Spider-Man video game franchise, bringing greater structure, alignment, and accountability to a complex global business. The work spanned franchise strategy, team leadership, forecasting, cross-functional coordination, and major product launches. 

• Led a dedicated team responsible for managing strategy and execution across platforms

• Drove product innovation and launch strategy for Ultimate Spider-Man, which became a category leader

• Maximized brand equity through a high-impact media mix and digital experience design

• Developed the strategy and execution roadmap for the $300M+ Spider-Man franchise

• Introduced a global forecasting platform to improve planning, visibility, and decision-making

• Led cross-functional coordination across internal teams and external partners

• Directed strategy and execution surrounding major launches, including Spider-Man 2

• Managed the franchise across multiple titles, platforms, and global markets

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The Results

The franchise strategy and execution contributed to sustained business growth and major commercial and industry recognition:

• Managed $300M+ global entertainment Spider-Man franchise

• Launched Ultimate Spider-Man, achieving #1 in its category

• Earned industry awards for cel-shading innovation, digital media, and creative execution

• Strengthened global planning and forecasting across the franchise

• Successfully managed multiple launches across platforms and markets