When WWE was ready to launch its Network app internationally, the VP of international marketing tapped me to found a full-service embedded creative agency. Ubiquitous Inc. spent three years servicing WWE’s international digital marketing as Agency of Record. In the process we visited multiple countries, conducting UX research and customer segmentation studies to get a better understanding of our audience. I grew a team of five to 20 as we delivered multiple campaigns for global markets including upfront strategy, creative production and development while localizing content across 32 countries.

Roles: Leader and Contributor
CEO & Founder
Creative Direction
UX Research & Design
Creative Production & Leadership

Skills
Leadership
Mentorship
Business Development
Marketing Strategy
Design Management
Creative Direction
UX Design
Content Strategy

Team
2x Creative Directors
3x Designers
1x Copywriter
1x UX Writer
1x Data Scientist
3x Product Engineers
1x Quality Assurance Specialist
1x Mobile Developers
1x Marketing Manager
2x Content Producers
2x Project Managers
1x Media Planner

Background 
WWE is a global company that is run like a family business. Well ahead of the curve, the company decided to invest in building a standalone streaming service and mobile app, completely in-house. WWE leadership tends to want to keep product development close to the chest and extremely propriety. Launching a mobile app internationally achieved this by limiting unnecessary partnerships with foreign broadcasters. We got to work auditing the beta version of the North American iOS release and provided recommendations to get the product ready for the global stage. 

Challenge: 
Gathering, processing and analyzing massive amounts of financial data, international regulatory constraints, customer and user data across global markets and audiences. Our job was to synthesize the data and distill it into creative and mobile design recommendations that would shape the product roadmap. On a parallel path we needed to design and execute localized marketing campaigns to support expansions in key territories. 

Approach:
Contextual inquires and user interviews.
We packed our bags, grabbed our passports and hit the streets to spend some time with our audience and users, visiting their homes and communities to learn what made WWE fanatics and the people that love them tick. We also spent a lot time learning how fans from different regions and languages talked about the brand, being sure to incorporate these patterns into our content. 

We created and produced the “Be The GM” digital campaign which took off on social.

We designed groundbreaking strategy and accompanying campaigns that leveraged the uniqueness of the WWE product, providing for a symbiotic relationship with other international sports brands. This allowed us capitalize on the popularity of international sports without cannibalizing our own audience.