I create strategic marketing content for businesses that need clear, actionable documentation. With nearly 20 years of experience leading global marketing initiatives and international expansion, I translate complex strategies into frameworks that teams can execute.
My work has earned recognition including Webby Awards Honoree and Gold AVA Digital Award.
Strategic Planning & Frameworks
Case Study: International Expansion Go-to-Market Strategy
Comprehensive market entry strategy for European gaming markets, demonstrating strategic planning, cross-functional alignment, and data-driven decision making that became the organizational blueprint for future international launches.
Writing Sample | Strategic Objective:
“The purpose of this document is to provide an overview of the marketing strategy for emerging European markets, specifically [Country A], [Country B], and [Country C], for second half of the year. Currently, the gaming benefit has the highest penetration among all populations in the region: [Country A] has a 30%+ penetration rate, [Country B] is under 10%, and [Country C] is 30%+. The goal is to increase penetration by +2.5% by end of year. Simultaneously, we will begin baseline testing for benefit usage growth while reducing churn to inform next year's decisions. The core of the co-marketing plan will focus on 3 key areas: 1/Integrate the gaming benefit everywhere we talk about membership 2/Cross-Benefit Discovery targeting video streaming users and 3/Increasing shopping habits among gamers.”
Case Study: Multi-Year Brand Strategy & Integrated Marketing
Brand positioning framework and integrated campaign strategy that secured a major broadcast partnership, demonstrating strategic communication and stakeholder alignment across multiple business units.
Writing Sample | Brand Positioning Framework:
“We witness the many achievements that are possible only through their determination and teamwork. The story of [Original Series] focused on each [character] finding his or her '[Identity].' Now the quest is to find the '[Community]' the way for his/her people. [Protagonist's] inner strength and resolve still provide the guiding light for this quest. The once [student characters] have grown up to become the next generation of [warriors] and bravely stand together to protect their friends, family and way of life against [antagonist organization] as well as struggle to bring back their comrade [rival character].”
Content Development
Case Study: Content Series Development & Integrated Campaign
Webby Awards Honoree for Online Film & Video, Sports
Documentary series launch and multi-channel activation coordinating paid media, earned coverage, influencer partnerships, and owned content to drive both endemic and mainstream media coverage.
Event Marketing & Community Engagement
Case Study: Event Marketing & Community Activation
Six-month integrated marketing program coordinating six regional tournament organizers, multiple streaming platforms, and venue partners while maintaining community authenticity and driving measurable participation growth.
Writing Sample | Strategic Messaging Framework:
Key Messages:
1. Capcom Pro Tour Premier Stop - Aligning with an official tour stop provides competitive legitimacy and attracts serious players seeking ranking points toward the world championship. This messaging establishes the event as meaningful within the broader competitive ecosystem rather than a standalone exhibition.
2. Open Bracket - Anyone Can Enter - The open registration bracket creates accessibility and opportunity for amateur players. This message counterbalances the professional prestige messaging by emphasizing that participation isn't limited to invited pros or pre-qualified players.
3. Compete Against Elite Professionals - The combination of open bracket accessibility with professional player participation creates a 'pro-am' dynamic where amateur competitors have realistic opportunities to test themselves against the best players in North America. This messaging builds aspirational appeal while maintaining authenticity about competitive reality."
Business Content & Thought Leadership
Why Game Marketing is So Hard, and How to Make it Easier
Strategic analysis of common marketing challenges in game development with practical, actionable solutions for studios working with limited resources.
How to Market an Indie Game
Actionable marketing framework for independent game developers, covering audience development, platform strategy, and sustainable promotional approaches on constrained budgets.
Press & Communications
Lionbridge Games Opens New Studio in Warsaw
Gold AVA Digital Award Winner for Corporate Communications Press release and video production for international studio expansion, demonstrating PR writing, video production coordination, and strategic corporate communications.
Red Bull Team Brawl: Hearthstone Event Announcement
Press release for esports tournament launch, demonstrating clean PR writing, proper press release format, and coordination of stakeholder messaging across brand partners and game publishers.
Contact Me
Lex Parisi
lex@papercraneadvisors.com