Social Media
Influencer campaigns
I engineer influencers/KOLs to deliver business results.
While managing Kaspersky’s global esports sponsorship program, I tapped into the built-in influencer power of top teams like NASR, Red Canids, and Sangal—turning pro players and their audiences into authentic brand advocates. These weren’t surface-level partnerships—they were structured to drive performance across PR, organic content, paid media, and audience engagement. From platform-specific activations to co-created content, each campaign was built to feel native to fans and measurable to stakeholders.
Beyond sponsorships, I’ve also led influencer-driven user acquisition campaigns across verticals, generating positive ROAS and scalable results by aligning creator voice with product purpose. Whether the goal was app installs, audience growth, or brand positioning, I’ve worked across tiers of talent and platforms to drive meaningful outcomes, not vanity metrics.
At the core of every campaign is the same principle: credibility scales best when it’s earned—not bought.
Growth hacking – Tomorrow Unlocked
Built from scratch → 400,000+ subscribers | $0.001–$0.005 CPMV
Tomorrow Unlocked is Kaspersky’s branded YouTube channel—an editorial platform built to engage culturally curious audiences through original films, docuseries, and digital storytelling. As the strategic lead for the channel’s growth, I transformed it from an idea into a high-performing media property with over 400,000 subscribers and millions of cost-effective views.
Rather than chase views alone, I focused on meaningful metrics: cost per minute viewed, cost per subscriber, and long-term engagement. I architected a content strategy rooted in SEO, watch-time optimisation, audience targeting, and thumbnail testing—pairing this with carefully tiered paid media activations. We ran hyper-targeted Discovery and InStream campaigns aligned to business-priority geos, continuously refining audiences and messaging based on real-time performance data.
This wasn’t about throwing budget at reach. It was about smart investment—unlocking additional media spend only when KPIs like VPS (views per subscriber) and CPMV (cost per minute viewed) met strict thresholds. The result: a self-sustaining ecosystem where every video release was supported like a product launch, and every paid impression had purpose.
Influencer events – Break the Record Live
Integrated influencer & social strategy for Kaspersky’s gaming brand play
Break the Record: LIVE was more than just a speedrunning event—it was a globally coordinated content and influencer-driven campaign designed to build Kaspersky’s credibility in gaming and esports culture. As the strategic lead, I worked across social, influencer, and performance teams to shape both the hype around the event and the downstream conversion strategy that followed.
We partnered with ESA and Dexerto to deliver a content-first approach—using editorial storytelling, social video, and giveaways to build buzz before, during, and after the event. As title sponsor, Kaspersky gained prime brand exposure, but we went far beyond visibility. I led the integration of influencers like Karl Jobst, who produced long-form content, hosted sweepstakes, and activated his own network of speedrunning creators to organically push the event and our messaging. This was paired with a tiered content rollout—including paid and organic assets across YouTube, Twitch, Facebook, and Instagram.
The campaign drove millions of impressions, over 1.3 million branded minutes viewed, and thousands of qualified, pixelled users for remarketing. More importantly, it earned community trust—through a strategy rooted in authenticity, humility, and smart content choices. The result? A 20% jump in product consideration, a 16% increase in Gaming Mode awareness, and measurable brand sentiment lift among an audience notoriously skeptical of sponsor involvement.
Gaming Roots. Marketing Mindset.