Building the backbone of a creator-led media business.
Turning SypherPK’s personal brand into a 50+ person creative startup with multi-brand reach.
🎥 15M+ Audience ⚙️ Company-wide Asana System 👥 Led Marketing, Creative & Production Teams
🏆 Shorty Award (Lenovo Legion × Nahimic)
When I joined in late 2020, SypherPK was already one of the biggest creators in gaming — a household name from the Fortnite boom, with more than 7 million Twitch followers and over 1 billion YouTube views. Behind the visibility, Oni operated like a family business: a small, tight-knit team without scalable systems.
As the first in-person hire, I was brought on to professionalize operations, expand sponsorships and marketing, lead creative and brand strategy, and lay the foundation for what would become Oni Studios — a full-fledged media company built for scale.
I worked across creative, marketing, production, and operations to transform Oni from a creator-led brand into a 50+ person, multi-brand media agency. I led sponsorships, marketing, and creative operations while building the systems and workflows that connected every part of the organization.
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ROLE: Marketing Program Manager
COMPANY: ONI STUDIOS (SYPHERPK)
The CHALLENGE
The challenge: build an operational ecosystem that could sustain rapid growth without slowing creative momentum.
Oni’s creative momentum was massive — spanning multiple platforms, sponsorships, and deliverables across YouTube, Twitch, and social — but the infrastructure wasn’t keeping pace. Each department (video, partnerships, marketing) used different tools and workflows, with no unified system or standardized approval process. Leadership lacked a clear view of operations, making it difficult to optimize resources or scale sustainably.
ENGAGEMENT TYPE:
Cross-Team Workflow Design • High-Volume Content Production • Brand Campaigns & Partnerships
CATEGORIES:
INDUSTRY: Gaming • Creator Economy • Digital Media
The APPROACH
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I mapped how content moved from ideation to delivery and designed an Asana-based framework connecting every stage of production.
Built dedicated workspaces linking graphics, video, marketing, and partnerships for full visibility.
Automated task templates, approvals, and timelines to eliminate bottlenecks.
Created leadership dashboards for campaign health, workload, and deliverables in real time.
Developed integrated request systems for photo, video, and design assets linked to content calendars.
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Introduced documentation standards, naming conventions, and creative brief templates.
Established recurring syncs to align leadership and creative teams.
Trained leads and new hires on workflow adoption, accountability, and transparent communication.
Created feedback loops to evolve systems alongside team needs.
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Beyond systems, I led 150+ integrated campaigns — from sponsorship activations to influencer and brand launches — for partners including Paramount, ASUS, and Lenovo, spanning gaming, entertainment, and consumer tech.
Directed the visual identity, marketing strategy, and rollout across Oni’s expanding ecosystem — including Metal Umbrella, a creator-led apparel brand that launched a PacSun retail collaboration; SuperJoy Studios (game development); and Oni’s animation and creator incubations.
Managed creative direction for photoshoots, video production, social and email campaigns, and brand activations.
Developed Oni’s B2B marketing initiatives, building relationships with major brands and executing multi-channel partnerships.
The IMPACT
Scaled Oni Studios from a small, family-run operation to a 50+ person creative startup, spanning talent management, content production, and media operations.
Operationalized Oni’s $2 million production facility, supporting in-house studio, photo, and content teams.
Launched new sub-brands including Metal Umbrella (PacSun retail collaboration), SuperJoy Studios, and Oni’s internal animation studios and rental facilities.
Supported the launch and growth of emerging creators such as Reckz and Kamelhy, developing integrated marketing workflows across their teams.
Increased engagement and audience growth by 200–250 % across platforms, managing hundreds of video, social, and design assets.
Reduced campaign turnaround time by ~30 % through structured pipelines.
Won a Shorty Award for Best Unboxing Video (Lenovo Legion × Nahimic).
Built scalable workflow models later adopted by other Oni-affiliated creators.
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Dream it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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Build it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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Grow it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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Sell it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
REFLECTION
Oni Studios was where I learned how to scale creativity through systems — turning one creator’s momentum into a repeatable operational model.
In any growth-minded startup, chaos and innovation are a given. But Oni proved that creative operations don’t have to be chaotic: when structured right, they create clarity, autonomy, and room to build at scale.
It also planted the seed for my SPARK framework — a people-centered approach to designing systems that sustain creativity. What began as intuition here evolved into a repeatable model I now apply across every engagement.
IF YOU’RE A BUSINESS LOOKING TO BUILD YOUR CREATIVE, MARKETING & OPERATIONS FRAMEWORK FROM THE GROUND UP,
