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DANELL WILKINS
North Las Vegas,NV
Summary
Dynamic Influencer Marketing Director combining expertise in creator strategy and relationship management. Cultivated partnerships with 20+ top-tier creators while leading a high-performing team, resulting in significant increases in organic social sharing and community engagement for key gaming titles.
Overview
6
6
years of professional experience
Work History
Director of Influencer Marketing & Creator Partnerships
Tencent Games (TiMi Studio Group / LightSpeed Studios)
Los Angeles, California
03.2022 - 03.2025
- Orchestrated a major global launch campaign, utilizing 20+ macro-influencers to generate over 750,000 concurrent views and establish the title as a top-trending game.
- Led global creator strategy for high-profile live-service titles across TiMi and LightSpeed, managing a $1.25 Million annual budget and driving an 11% year-over-year increase in community engagement.
- Cultivated relationships with 35+ top-tier gaming creators, streamers, and talent agents across Twitch, YouTube, and TikTok to enhance support for major title updates.
- Collaborated cross-functionally within Tencent's matrixed organization, aligning influencer efforts with brand marketing, paid media, IP partnerships, and esports teams to optimize campaign effectiveness.
- Managed 2 external agency partners, implementing standardized reporting metrics to enhance campaign ROI tracking.
- Presented data-driven creator recommendations and post-campaign analysis clearly and concisely to senior leadership and executive stakeholders.
Senior Influencer Marketing Manager
[Riot Games]
Los Angeles, California
06.2019 - 03.2022
- Developed tailored influencer strategies for major seasonal updates and live-service beats, executing consistently under tight launch timelines to enhance campaign effectiveness.
- Designed and executed large-scale experiential activations and hospitality events for VIP creators, resulting in a 15% increase in organic social sharing.
- Monitored livestream trends and creator culture to identify and secure emerging talent, driving organic brand conversation.
- Negotiated and executed 25+ complex talent contracts, ensuring complete compliance with legal, ethical, and platform disclosure guidelines.
- Built and mentored a team of 2 influencer marketing specialists, fostering operational rigor and creative thinking to elevate team performance.
Education
Bachelor of Science - Marketing / Communications
[UCLA]
[Los Angeles], [California]12-2026
Skills
- Influencer strategy
- Talent relations
- Influencer marketing
- Content creation
- Data analysis
- Budget optimization
- Gaming Community Engagement
Timeline
Director of Influencer Marketing & Creator Partnerships
Tencent Games (TiMi Studio Group / LightSpeed Studios)
03.2022 - 03.2025
Senior Influencer Marketing Manager
[Riot Games]
06.2019 - 03.2022
Bachelor of Science - Marketing / Communications
[UCLA]