Sam Saliba
Strategy and Integrated Marketing Services at PTW
Sam Saliba
Strategy and Integrated Marketing Services at PTW
San Francisco Bay Area
Overview
Work Experience
Vice President, Product Strategy and Integrated Marketing Services
2024 - Current
PTW is an enterprise games services company, offering comprehensive technical and creative services to some of the largest developers and studios around the world. In my role, I'm focused on: - Crafting and executing go-to-market, launch, and in-market strategies for upcoming consumer products, currently in stealth mode. - Leading the development of a new Marketing-as-a-Service offering, laying the foundation for future growth and innovation.
Marketing Consultant / Founder
2023 - 2024
LFG Industries is a boutique marketing consulting and advisory firm that specializes in helping select clients reach their marketing goals through innovative strategies. - Grew consultancy practice from zero to 6 clients, serving Consumer tech, Gen AI, Mobile, and Web3 companies. - Delivered go-to-market plans, strategic case studies, positioning and brand identity playbooks. - Clients included Ubisoft, PlayFi.AI, and PlanetPlay, where I provided consulting on go-to-market strategies, best practices, and growth initiatives, driving innovation in the gaming and Web3 sectors. - Expertise in brand strategy, campaign planning, creative development, and influencer and social marketing. Quoted in the Wall Street Journal, The New York Times, and The Washington Post.
Vice President, Head of Marketing, Overwatch
2021 - 2023
Activision Blizzard was acquired by Microsoft on October 13, 2023 for $75.4 billion. During my tenure I overaw global marketing for the Overwatch franchise. - Exceeded forecast and KPIs by 130% by leading integrated launch of Overwatch 2 game, which resulted in #1 trending on Twitter, YouTube, TikTok, Twitch, and Google Search, and drove over 50 million active users and $XXX million in revenue. Presented launch plans to 17,000 employees. - Grew marketing agency partnerships by 250%, onboarded and partnered with 5 agencies to bring creative vision to life, resulting in a Silver Clio award. - Accelerated social and digital marketing growth, including launching a new TikTok channel that generated 13.6 billion impressions and increased positive sentiment, followers, and revenue. - Increased unaided brand awareness from 0.1% to 12% among target audience of Gen Z. - Built and grew the team by 750%, helping to restructure and improve efficiency and alignment.
Global Brand Marketing Lead, Instagram
2018 - 2021
- Led global outbound marketing alongside the launch of Instagram Reels, reaching over 90% of young adults and teens in the US with 400M+ on-platform impressions, 560M+ video impressions, 93M+ audio impressions, 45M+ display impressions, and over 28.5M views on @instagram, driving stat significant brand lift and increasing awareness and usage of IG Reels. - Led growth and machine learning-driven marketing campaigns for Instagram to acquire key target audiences globally, delivering thousands of performance-optimized creative assets. - Partnered with over 130 social influencers to develop real-time daily creator-led film activations. - Developed and implemented brand architecture and naming strategy for full product portfolio.
Global Product Marketing Lead, Facebook
2016 - 2018
- Launched Messenger Kids app for Facebook in 2017, which achieved over 1 million downloads in the first week and became a top 10 social networking app, resulting in a 10x increase in downloads in the first few months after launch and 7 million monthly active users by 2020. - Drove best performing in-product promotion ever seen, achieving a +11% engagement rate.
Global Marketing Lead, Google Play Apps and Games
2015 - 2016
- Developed and launched Google Play: Game On, an original content series on YouTube that features top influencers competing head-to-head in mobile games at live entertainment events.
Head of Go To Market, Hardware and Android
2014 - 2015
- Managed go-to-market plans for Android's first-ever consumer brand campaign, coinciding with the launch of Google mobile devices, driving awareness and adoption across key markets. - Delivered 10.5% growth in total social audience for Android, 14.2M to 15.7M, via comprehensive social strategy yielding significant engagement increases across all major platforms.
Head of Consumer Marketing, Google Search
2011 - 2014
- Led the development and execution of marketing campaigns that resulted in Google being named Brand of the Year and Ad of the Year (by Ace Metrix) with Google’s highest ranked ad of all time. - Increased consumer usage of the world’s largest search app, Google, by 22% in overall awareness and 15% in mobile search queries, by creating a cross-channel campaign that highlighted rational search features wrapped with powerful emotion. - Drove a 300%+ increase in video views, a 47% increase in site visitors, and 100's of positive press articles for Year in Search, achieving the highest impact year in its history. - Launched Search Stories, achieving a 5% NPS shift via a multi-million dollar ad campaign that yielded 200M impressions at a $.06 CPV and a One Show Interactive Bronze Pencil award. - Achieved a 36% average lift in Voice Search traffic attributable to marketing, by leading the development and execution of a comprehensive multi-faceted launch campaign for Voice Search. - Initiated patent invention disclosure process for Voice Activated Offers, earning an internal award.
Associate Director, Brand Management
2005 - 2011
- Led a team of brand managers in marketing AAA video game franchises including Tom Clancy’s, Far Cry, and major Hollywood tie-ins, generating millions in unit sales and revenue.
Global Product Marketing Manager
2001 - 2005
Lucasfilm was acquired by Disney. - Spearheaded global marketing campaigns for Star Wars video games, resulting in three top-five selling video games in a single year and driving record-breaking sales and market share.