Expansions / Play Series

During a highly productive five-year tenure as Marketing Manager, Producer, and Campaign Manager at Native Instruments, I orchestrated the go-to-market strategies and end-to-end asset production for over 15 individual releases across the Play Series and Expansions product lines.

To successfully manage this high-volume launch pipeline, I built and continually refined scalable project management workflows in Asana, seamlessly integrating product dashboard tasks to establish a highly efficient release process; from internal kickoffs, naming, and creative briefings, to sourcing producers, developing audio demos, and directing official walkthrough videos.

SCALED HIGH-VOLUME OPERATIONS

Served as the primary marketing point of contact for over 20 product launches across a 5-year span, acting simultaneously as Marketing Manager, Producer, and Campaign Manager.

OPTIMIZED PRODUCTION PIPELINES

Streamlined the entire go-to-market pipeline by building robust Asana project management templates and refining cross-functional workflows with Product Owners, ensuring seamless execution from creative briefing to final video release.

TARGETED PLAY SERIES POSITIONING

Positioned Play Series instruments toward genre-specific producers, utilizing educational content to highlight the perfect balance between simple, intuitive "instant gratification" and deep, versatile sound design capabilities.

ENSURED CULTURAL AUTHENTICITY

Directed the creative identity for highly diverse, genre-specific Expansions, conducting deep research alongside designers and copywriters to ensure all artwork and copy authentically reflected the musical culture it represented.

ELITE ARTIST COLLABORATIONS

High-profile Artist Expansions and Play Series instruments, collaborating with top-tier, Grammy-winning talent including Snipe Young and 40.

HIGHLIGHTED ECOSYSTEM & FLEXIBILITY

Successfully marketed Expansions by heavily promoting their seamless, pre-mapped integration for MASCHINE users, as well as their universal appeal as drag-and-drop audio loops and one-shots for all major DAWs