Social, Content Creation, and Community Management
Riot Games sought to deepen engagement with its global gaming community by highlighting grassroots stories, amplifying diverse voices, and creating culturally resonant content. The challenge was to craft social content that felt authentic, timely, and player-first, while staying true to the brand's narrative tone and design language.
As part of the Riot Games Social team, I helped drive content strategy and visual storytelling that celebrated player culture. By blending social publishing, design collaboration, and community listening, we delivered a steady stream of real-time, trend-driven content that resonated with both niche subcultures and Riot’s broader fanbase.
My dailies began with a focus on social strategy and community listening. I regularly analyzed performance metrics and sentiment data across Riot’s social channels to inform content direction and publishing cadence. This helped surface opportunities for meaningful community engagement and allowed the team to respond in real time to player conversations, feedback, and emerging trends.
Content development was rooted in community celebration and storytelling. I curated standout user-generated content for ongoing X Article features like Player Feature and GGWP, reinforcing emotional ties between players and the brand. These initiatives helped showcase the creativity and passion within Riot’s fan base while driving higher engagement and visibility.
Collaborating closely with the design team, I pitched bi-weekly content ideas that merged real-world cultural trends with Riot’s IPs. Each concept was crafted with the community in mind and translated into platform-optimized visual assets that maintained Riot’s distinctive brand voice and aesthetic standards.
To deepen the impact of our storytelling, I wrote interview questions and social copy that amplified diverse creator voices. These stories highlighted underrepresented talent within the gaming community and reflected Riot’s broader commitment to inclusivity and authentic representation.
Matty Chiu, Content Creator/Community Manager
Kelly Liu, Jr. Content Creator/Community Manager
Nelly Le, Jr. Designer
Kevin Lam, Designer
JM Herrmann, Chief Strategy Officer
Tamiya Kabatoff, Senior Strategist
Linna Chang, Creative Director
Dan Midgley, Group Account Director
Ann Dinh, Senior Producer