The Round Robin

I lead a team that transformed a small European Tournament into an International Event recognised by the developers and the Competitive Team Fortress 2 Community.

My responsibilities included working with various Team Fortress 2 communities, community leaders, broadcasters and leagues as well as developing promotional materials for the tournament using various Adobe programs.

Under my leadership, The Round Robin was acknowledged by the developers Valve, featured in all major Team Fortress 2 news outlets (eXtv, Vanilla TV, KritzKast, Competitive Wiki), shoutcasted by all the prominent shout casters and won an award for its dedication to creating a safe space for female gamers in the community.


United Gaming Clans

I emphasised the importance of creating social media platforms as a tool for players to continuously engage with admins.

As European Manager, I manually scheduled games and mediated disputes for the largest and lowest skill division with over 90 teams from all over Europe.

To ensure the games were played smoothly introduced Weekly Emails, addressed directly to all Team Leaders that included all information for the next game. In order to increase player interaction with the league, I created a new European section of the forums and posted a copy of the weekly email to make it available to all players.

As many players felt that the league which is based in North America was out of touch with their European needs, I started reaching out to players and teams directly to better understand their needs and desires.

That effort helped to rebuild positive relations and using that momentum, I ensured the league had an active social media presence. This was well received and both outlets became a way for players to communicate with the administration but also each other outside of the league forums.



Dartwood Global (2014 – Present)

Consumer Insight Manager

I am currently working with Dartwood Global and leading the way with their new Change Management strategy to become a more Consumer Focused Organisation. This is a multifaceted approach focuses not only on their external appearance but their internal structure.

My role involves working with the directors to craft and understand their new vision, building training systems with the HR department to ensure all employees are engaging with the new direction, and liaising with the Marketing department to offer insight when creating promotional strategies to ensure they will identify and appeal to the target audience.


I am an accomplished Community Manager who has managed staff teams in multiple countries, and organised leagues that has catered to thousands of players. Academically, I am trained in Marketing and Consumer Insight. Below you will find examples of my work with several communities and examples of my work in Strategy Crafting.

If you have any further questions or would like to discuss anything further please refer to the contact email that can be found here. I am looking forward to hearing from you!

Community Management
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The Round Robin United Gaming Clans

Communities are a big passion of mine and I have spent a lot of my personal time nurturing and developing them. . The Team Fortress 2 gamemode of Highlander consists of games where each team must have a minimum of 9 players but often has at least 12 players registered to allow for backups and substitutions during half time. A team refers to a minimum of 9 people.

The Round Robin began as a small European Only One Day Tournament, but quickly grew to featuring North American Teams. Under my leadership, The Round Robin was acknowledged by the developers Valve, was featured in all major Team Fortress 2 news outlets (eXtv, Vanilla TV, KritzKast, Competitive Wiki), was shoutcasted by all the prominent shout casters and won an award for its dedication to creating a safe space for female gamers. I worked with my staff to grow the tournament from five teams to over 100 teams applying to participate.

As the European Manager of over 90 low level teams for United Gaming Clans my job was simply to schedule games and handle disputes. However, I felt more could be done, so I created weekly emails with rules, download links and helpful guides written in simple English (as not every team had a native English speaker) to ensure all teams were on the same page. This not only worked to keep teams updated but it also helped to create a dialogue. In doing so I was able to address their issues and see areas of improvement which lead to the creation of an extra division for very new teams and players. I also worked to revived the long unused Facebook Page and created a Twitter page which lead to better information dissemination, but also more positive community interactions.

Click the images to take you to a more indepth look of my work with each organisation.

Strategy Crafting

Each academic piece I wrote during my masters was accompanied by a Client Report, that translated my insights into attractive end user friendly documents created using various Adobe programs. Doing this enabled me to see how the information could be applicable in a real world setting. Here are some examples of my work.


What is Consumer Psychology?

Simply put, Map Building. A Consumer Psychologist’s role is to observe, study and understand the motivations, experiences, needs, wants and desires of your consumer. Then convey them along with a plan of action.


The Importance of Owning a Colour in the Consumer Environment.

Some research shows that consumers make up their minds within 90 seconds of their initial interactions with products and about 62–90 percent of the assessments they make is solely based on colour. When a brand owns a colour, it becomes shorthand for the brand promise and no other brand can be associated with the same promise in the same way.


Why Filmvertising is the coolest form of Content Marketing.

In 2014, The Lego Group delivered one of the best pieces of Content Marketing in the form of a Film which reignited interest in Lego and saw and sales skyrocket. That fascinated me, normally adverts are created with a primary focus to convince their audience to part with their money by entertaining them. But here, the Lego Group clearly focused on creating a piece of content with the primary goal to entertain first, and sell second. That lead me down the road of Content Marketing Films, and I realised no one was talking about them! Filmvertising is the realm of risk takers and so far, the only ones who are bold enough are toy companies. It’s a risky gamble, high risk and high reward. Reserved only for the bravest of brands.


Consumers love Seasonality.

Consumers love Seasons, be they Institutional or Natural. They allow for the marking of the passage of time, and give markers for socially acceptable purchases. These seasons are important in society for the marking of time, for brands to sell but also for customers who feel a freedom to indulge. They also act as a social cue for appropriate behaviours.

Click the images or titles to be taken to the full article on Medium.


My final MSc project focused on how Intrinsic Motivation can be used in the Consumer Environment. I created a short .pdf that summarise my findings.

(comming soon)

My Blogs

I am an active blogger and have used many platforms. I blog in multiple spaces, because not every type of content is for every space or every audience. I have wide and varied interests, but not every audience overlaps. So when I blog, I am mindful that each social media space is unique, and has it’s own language and norms.

Here are two blogs that I am currently maintaining.

Personal Blog

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In my personal blog, I write about anything and everything that takes my interest. Right now I’m really exploring the beauty world, specifically Asian Beauty in relation to Women of Colour. I write a lot about my experiences and I review products. I also discuss popular media, like movies, comic books.

In the first three months of 2015 I have already acquired more than double the total number of views I achieved in 2014. This is in part, to do with engaging in beauty communities, and posting my reviews and posts where key opinion leaders are in order to drive traffic and increase engagement.

Gaming Blog


My gaming blog was mostly an outlet for me to discuss things when I was more active in the Team Fortress 2 Competitive community. Since 2013, despite my sparse posts my page views have stayed steady.