Photo: Henri Vogt
My background spans not only communications, but also performance marketing, product strategy, innovation, and go-to-market planning, allowing me to connect brand building with measurable business impact.
I focus on delivering real results by building strong teams, shaping brand and product narratives, developing communities, and creating marketing ecosystems that combine creativity, product, media, and data to drive growth.
I currently lead global marketing for one of the most played, loved, and talked-about mobile games in the world: Clash Royale. I work closely with Live Ops, game developers, and other cross-functional teams to turn in-game moments into cultural ones that drive engagement, player retention, and revenue. Even with the game approaching its 10th anniversary, we repositioned Clash Royale as one of the trendiest titles on social platforms, competing with major industry players and platform-native games.
We doubled the number of re-engaged players, increased new player growth by 500%, and 4x revenue compared to 2024, with marketing driving more than 75% year-over-year growth in inflow. The brand also became the fourth most-viewed game on social channels, behind only Roblox, Minecraft, and Garena Free Fire, making it a record year for both Clash Royale and Supercell across multiple dimensions.
“In dollar terms, in 2025 we matched our all-time record revenue from 2024 ($3.01 billion), and grew EBITDA by 12% ($1.06 billion)... this was an exceptional year. Financially speaking, it was one of the best years in Supercell's history. Clash Royale was the biggest contributor to these results.” – Ilkka Paananen, Supercell CEO (read more)
Earlier in my career, I led global teams, built brand and product strategies that turned consumer insight, innovation, and culture understanding into measurable growth for companies like Burger King, AB InBev, Taco Bell, and Blizzard. Across CPG and QSR, I also bring experience in roadmap planning, portfolio strategy, creative capabilities development, and innovation pipelines, offering a holistic marketing perspective.
Brands I’ve worked with include Supercell (Clash Royale, Clash of Clans, Hay Day, and Brawl Stars), Activision Blizzard (World of Warcraft and Hearthstone), Anheuser-Busch InBev (Budweiser, Stella Artois, Corona, and others), Taco Bell, Burger King, Danone, ASICS, UGG, Toyota, Red Bull, ESPN, and Uber.
I was appointed jury member and speaker at Cannes Lions 2026, and my work has earned 30+ international awards and nominations across leading festivals, including Cannes Lions (Grand Prix, Gold, Silvers, and Bronzes), D&AD (Yellow Pencil), The ANDYs, Effies, ADC, Clios, One Show, and other.
I was born in Brazil and I hold Brazilian and Portuguese passports. I’ve lived and worked in São Paulo, Los Angeles, New York, Houston, and I’m currently based in Helsinki. When I’m not working, I spend my time going to art exhibitions, collecting records and sound equipment, hosting a radio show, and traveling the world.
So now, we invited dupe's players into the game that started it all. The OG. And this time, they didn't lose their progress. Players turned their experience in lookalikes into rewards in Clash Royale at copycatswelcome.com.
Role: VP, Global Marketing
Brand: Clash Royale
Awards: 2026 Cannes Lions – 1x Grand Prix
2026 Cannes Lions – 3x Silver
2026 Cannes Lions – 4x Shortlist
Press:Contagious: Cannes Lions 2026
Creative Review: Cannes Lions GP Winners
Marketing Finland: Cannes Lions 2026
AdWeek: Cannes Lions GP Winners 2026
The Drum: Ad of The Day
With over 50 million total views and 30.5 million players tuning into Lil Wayne's Clash Royale halftime show, the 10-year-old game proved it commands an audience rivaling the world's biggest sporting events, even the Super Bowl. So we delivered a halftime spectacle worthy of both Weezy and our fans.
Role: VP, Global Marketing
Brand: Clash Royale
Awards:
Role: VP, Global Marketing
Brand: Clash Royale
Awards:
2026 Cannes Lions – 2x Bronze
Press:
Complex
Billboard
Billboard
To announce the change, we turned the King's greed into a community-led revolution. Through a limited-time event packed with huge rewards, players voted on whether the King should lose his crown... and his head.
Big change. Big rewards. Big results. The event drove a surge in both reengaged and new players throughout the week, while boosting key business metrics across the board.
Watch the teaser here.
Role: VP, Global Marketing
Brand: Clash Royale
In a romantic call to bring our old players back during valentines' day, we partnered with the Grammy winner, Michael Bolton, for a new take on 'How Am I Supposed to Live Without You'.
Role: VP, Global Marketing
Brand: Clash Royale
Awards: 2025 Clio - 1x Gold
2025 Clio - 1x Silver
2025 Cannes - 2x Shortlist
2026 One Show - 1 Bronze
2026 One Show - 1 Merit
2026 Guldägget - 1 Silver
Brand: Clash Royale
Awards: 2025 Clio - 1x Gold
2025 Clio - 1x Silver
2025 Cannes - 2x Shortlist
2026 One Show - 1 Bronze
2026 One Show - 1 Merit
2026 Guldägget - 1 Silver
press:
In 2026 we brought to life Cracked Royale in Brazil. A campaign celebrating the most hardcore Clash Royale players who push through the game on battered, cracked screens.
The idea was simple: real fans don’t wait for perfect conditions. They play (and win) no matter what.
The idea was simple: real fans don’t wait for perfect conditions. They play (and win) no matter what.
Role: VP, Global Marketing
Brand: Clash Royale
Awards:
Brand: Clash Royale
Awards:
2026 Cannes Lions – 2x Shortlist
Press: Muse by Clios
To introduce the fearsome “Hero Balloon” character we called balloon artists from all over the world to develop a whimsical and fantastical world in a campaign involving 10,487 actual balloons.
The sheer alien nature of the spectacle feels magical and edgy. Plus, we’ve got maniacal laughter, explosions and our own version of “99 Luftballoons” on the soundtrack.
At a time when everything can be faked with digital shortcuts and AI, we wanted this film to feel unmistakably human. We relied on practical F/X. Puppeteers operated the cray cast of characters, and the explosions resulted from mixtures of powder and glitter.
Watch the making of here.
Role: VP, Global Marketing
Brand: Clash Royale
Awards:2026 D&AD - Yellow Pencil
The sheer alien nature of the spectacle feels magical and edgy. Plus, we’ve got maniacal laughter, explosions and our own version of “99 Luftballoons” on the soundtrack.
At a time when everything can be faked with digital shortcuts and AI, we wanted this film to feel unmistakably human. We relied on practical F/X. Puppeteers operated the cray cast of characters, and the explosions resulted from mixtures of powder and glitter.
Watch the making of here.
Role: VP, Global Marketing
Brand: Clash Royale
Awards:2026 D&AD - Yellow Pencil
Press:
Muse by Clios “Ad of The Week”
In a world fighting for your attention, some people would rather fight for the crown.
To bring more players into the arena, we launched "Choose Your Battles". Deadlines can wait, bosses can rage, but when the arena calls, players have to answer.
Planted across high-traffic hotspots in Berlin and London, and Paris, the billboards turn everyday chaos into a wink at gaming obsession. It’s a celebration of those who choose the thrill of battle over the grind of the mundane. Because for real players, passion isn’t a distraction, it’s the main event.
To bring more players into the arena, we launched "Choose Your Battles". Deadlines can wait, bosses can rage, but when the arena calls, players have to answer.
Planted across high-traffic hotspots in Berlin and London, and Paris, the billboards turn everyday chaos into a wink at gaming obsession. It’s a celebration of those who choose the thrill of battle over the grind of the mundane. Because for real players, passion isn’t a distraction, it’s the main event.
Role: VP, Global Marketing
Brand: Clash Royale
PRESS:
Brand: Clash Royale
PRESS:
Gamers invest countless hours building their in-game wealth, yet these assets have traditionally been unable to be passed down or preserved. That's why Clash Royale became the first game in history to change that with "The Royale Will," the first-ever will for in-game assets, giving gamers a way to turn their virtual achievements into lasting legacies.
Role: VP, Global Marketing
Brand: Clash Royale
Awards:
Brand: Clash Royale
Awards:
2026 Clio - 1x Bronze
2025 LIA - 1x Bronze
2025 Cannes Lions - 2x Shortlist
2026 One Show - 1x Bronze
2025 LIA - 1x Bronze
2025 Cannes Lions - 2x Shortlist
2026 One Show - 1x Bronze
The Skeleton Army doesn’t need organs. Humans do. And the biggest donor shortage was among the same young players who fill our arenas every day.
So we invited our community to join the Skeleton Army Reserve by pledging their organs. In return, they earned a special in-game badge.
So we invited our community to join the Skeleton Army Reserve by pledging their organs. In return, they earned a special in-game badge.
Role: VP, Global Marketing
Brand: Clash Royale
PRESS:
Brand: Clash Royale
PRESS:
We launched Royal Hogs Evolution in Clash Royale, Iowa style, and invited fans to compete to have their hog call immortalized in-game. Bill Yount, Iowa’s top hog caller, hosted the competition, which drew more than 300K submissions at hogcall.supercell.com
Role: VP, Global Marketing
Brand: Clash Royale
Awards: 2026 Cannes Lions – 1x Shortlist
2026 One Show - 1 Merit
2026 Guldägget - 1 Silver
Role: VP, Global Marketing
Brand: Clash Royale
Awards: 2026 Cannes Lions – 1x Shortlist
2026 One Show - 1 Merit
2026 Guldägget - 1 Silver
PRESS: