Social Media Coordinator —-> Associate Project Manager
@ Ayzenberg Group
Dive deeper: Xbox
Parnterhips
Publisher partnerships sit at the core of every campaign launch, setting the entire social support process in motion. Supporting publishing partners, both first-party studios (Xbox-owned titles) and third-party publishers, means managing every element of a social post across Xbox channels. As part of the team, I help manage copy, trailers, and assets, coordinate approvals, and ensure ESRB compliance so content is cleared to go live. In 2024 alone, I helped process over 3,200 intake requests, facilitated the upload of more than 1,100 YouTube videos, and supported coverage for 200+ titles and 15+ global events. This content lives across more than a dozen Xbox social channels with a combined following of 84M+, requiring consistency and precision at scale. It is work that demands constant communication with studios and stakeholders, balancing creative alignment with regulatory guardrails to make sure every launch, beat, and update reaches players in the right way.
Case study: South of midnight launch
For the launch of South of Midnight, I supported the campaign through the publisher intake process, managing copy, assets, and approvals to ensure every post was cleared and ready to go live across Xbox channels. Strategy for this launch was about meeting the audience where they already were. That meant choosing placements that highlighted the game’s strengths, balancing coverage across platforms, and timing beats to build anticipation leading into release. The result was a coordinated, multi-channel rollout that maximized visibility and drove strong engagement at launch.
InterNal Campaigns
Internal campaigns are where we take full ownership of campaign support, building everything in house rather than relying on publisher-provided materials. These projects begin with creative concepting and pitch decks, then move through production schedules and resourcing plans.
In my project management role, I allocate creative hours, scope deliverables within budget, align cross-functional teams, kick off workflows, and guide execution through to delivery. This shift into project management has meant stepping into a leadership role where I make sure strategy is not only defined but carried through to final delivery.
Case study: Grounded 2
July 2025
We produced a 15-second hype edit framed as a “Survival Guide” to highlight new gameplay features for the latest Xbox title. The video showcased crafting, upgraded armor, teaming up with friends, and the introduction of Buggies. In-asset text and high-energy music kept the pace sharp, leading to the announcement that everything was available to play immediately on launch day.
This format worked by delivering feature highlights in a quick, engaging reel that gave players an instant sense of what awaited them and built momentum to jump in right away.
To sustain momentum after launch, we created a social asset that tapped into the popular “absurd PowerPoint presentation” meme. The video opened on a tiny image in the middle of a PowerPoint slide and gradually zoomed in to reveal a full design inspired by over-the-top 90s presentations. The slide featured a character from the game with playful word art reminding players that the game preview was live, paired with in-game music to keep the energy high.
This concept worked because it used a widely recognizable meme format while tailoring the humor and styling to Xbox’s audience. By combining nostalgic design with timely messaging, the piece fit naturally into PC Game Pass’s social voice and gave players a reason to keep engaging with the conversation post-launch.
For this campaign, we developed a social-first video asset that plays on a familiar moment: changing your desktop wallpaper. The video begins on a recognizable Windows desktop, navigating through playful folders like Games Coming Soon, Games Out Now, and Top Secret Folder. The action ends with the reveal of Grounded 2 key art seamlessly set as the new wallpaper, paired with PC Game Pass and “Available Today” messaging.
The concept works by taking an everyday behavior and giving it a clever Xbox twist. The humor in the folder names and navigation keeps viewers engaged, while the payoff, a clean content reveal, delivers the announcement in a way that feels both relatable and surprising.
paid SOCIAl
Paid social is a core part of how we amplify Xbox campaigns. I manage the budgets allocated to paid media, balancing spend between boosted organic posts and dark ads across platforms. This involves pacing budgets to ensure coverage throughout a campaign, choosing where to put spend for maximum reach, and coordinating with channel leads to align organic and paid strategies. I am directly responsible for monitoring spend, tracking performance, and making adjustments in real time to keep campaigns optimized. Boosted posts allow us to extend the life of high-performing organic content, while dark ads give us the flexibility to test creative, target specific audiences, and drive visibility beyond our core community.
Sometimes the best move is putting spend behind a polished campaign launch, and other times it means boosting a reactive meme that has already taken off organically. Paid support is just as much about sustaining momentum as it is about big moments, and part of my role is knowing when to lean into each. I rely on performance metrics and platform insights to evaluate what content is breaking through, adjust pacing, and make sure budgets are being used where they can deliver the most impact. Paid social helps us maximize reach, bring in new players, and make sure Xbox stays part of the conversation.
