Marketing leadership
Arcade1Up / Infinity Game Table
Embedded brand leadership for a new connected game table, covering positioning, launch coordination, retail and DTC marketing, and community.
Head of Brand, Infinity Game Table
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Mar 2022 – Nov 2024
Arcade1Up
The business challenge
Bring a new product to market across retail and direct-to-consumer channels, with marketing, product and retail teams working from the same plan.
My role
Head of Brand for the Infinity Game Table from March 2022 to November 2024, after serving as Senior Marketing Project Manager from March 2020 to February 2022. This was an embedded brand role, separate from Cast Influence’s PR work for Arcade1Up.
Decisions and work
- Product positioning and launch messaging
- Coordinating launches across retail and DTC
- Community programs for owners and fans
- Aligning marketing with product, retail and sales teams
What the work achieved
The documented scope covers product launches, retail and DTC marketing, and community programs. Cast Influence’s separate PR results are reported in its own case study.