Driving $300M Growth and Award-Winning Success
for the Spider-Man Franchise

Who Are They?

Activision was a global leader in interactive entertainment, renowned for its blockbuster franchises, including Call of Duty, Tony Hawk’s Pro Skater, and Spider-Man. The company developed and distributed games across all major platforms, with a mix of original IP and high-profile licensed titles.

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Where Were They Before Working With Us?

​The Spider-Man franchise had strong brand recognition and commercial traction, representing a $300M portfolio. However, maintaining momentum in a crowded market required a strategic roadmap to drive long-term growth and evolve with shifting consumer behaviors and platform dynamics.

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What Problems Were They Facing?​​

• No cohesive long-term growth strategy for the franchise

• Competitive pressure from rival superhero and action franchises

• Shifting consumer expectations across platforms

• Limited forecasting precision, which hindered resource planning and ROI

• Need for stronger alignment across media, product, and platform teams to scale effectively

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What Did We Do To Solve It?

I led the Spider-Man franchise, owning the strategic vision and execution roadmap across all touchpoints.

Key actions included:

• Oversaw a dedicated franchise team, driving alignment and execution across internal departments and agency partners

• Launched award-winning campaigns that delivered consistent brand storytelling across platforms

• Introduced a global forecasting platform to improve demand planning, marketing ROI, and resource allocation

• 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

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The Results

• Delivered $300M+ in revenue across the Spider-Man franchise

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

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

• Improved forecasting accuracy and resource efficiency through global platform rollout

• Strengthened long-term market leadership for the franchise across platforms