Hello
Ally Craig is an award-winning content creator and passionate digital marketing manager, with 7+ years of experience. She specializes in influencer/creator marketing (paid and earned), community management, and creative strategy across the gaming, lifestyle, and entertainment verticals.
ItsFunneh & KREW kick off their 6-month Airheads partnership
NFL: Race to the End Zone Eagles Episode featuring Joe Bartolozzi and LeSean McCoy
Ben Affleck joins Tarik and the Sentinels to promote "The Accountant 2"
Vindooly and Team PWR complete "Fix in Six" Challenges for Continental's Cup-A-Pasta
A former healthcare worker, Ally brings a detail‑oriented, empathetic approach to understanding communities and collaborating with creators. She is known for operational efficiency, proactive problem-solving, and the ability to translate complex goals into compelling, culturally relevant creative ideas.When she's not shaping marketing campaigns, Ally can be found playing survival horror games, watching anime, or hiking with her dog.
Connect with Ally on LinkedIn
Influencer Marketing
Ally is a seasoned Influencer Marketing Manager, with 7+ years of experience shaping talent-driven campaigns (paid & earned) across gaming, entertainment, lifestyle, and sports.As a former full-time content creator herself, Ally is well-versed in the creator economy and has seen first-hand what strategies work best for different types of communities and content niches.
Jesser (YouTube, 33 Million Subscribers) teams up with Philadelphia Eagles legend Saquon Barkley for a special Madden gaming livestream in the Lowe's "Earn Your Sunday" gaming trailer. This brought together one of the top sports game YouTubers and NFL pros
A promotional graphic for the Gen.G x King's Hawaiian Slider Sunday Cook-Off. This collab involved filming onsite at a grocery store and live streaming from a kitchen studio. Ally led scheduling, campaign briefs/run of show, and analytics collection.
Her work spans end-to-end creator campaign development, including market research, RFPs, talent casting, contract negotiation, execution, and performance analysis. Ally ensures that every influencer partnership supports both immediate KPIs and long-term brand equity.Ally has managed campaigns with budgets under $5K through $5M talent spend and every level in between. She has also built scalable strategies for earned influencer marketing in charity and gaming.
Popular Australian creator Berticuss reps the pineapple flavor Fanta in this Xbox x Fanta livestream and social campaign via Livewire. 6 creators repped different flavors and gave away product to their communities.
Ally concepted, pitched, and led the Crocs Crown Chasers tournament featuring T-Pain and his Nappy Boy Gaming team. The 2-week Fortnite tournament allowed participants to earn from a $5000 cash prize pool and Crocs swag bags.
Fortnite pro and Twitch Partner SwearinTV encourages his Instagram followers to join Repeat.GG and participate in their tournaments for a chance to win cash prizes. (Livewire campaign)
Platform Expertise
Strategy
INFLUENCER-LED CAMPAIGNS
Equal parts creative and analytical, Ally excels at developing creator strategies that align brand storytelling with the right influencer voices, deliverable formats, and social media platforms.Ensuring that the talent size, personality, content type, and audience demographics align with a brand's target market and campaign goals involves quantitative analysis and qualitative research.Ally also conducts thorough brand safety checks, custom-tailored to each brand's specifications.
McDonald's of SoCal wanted to work with micro creators who were local to the region and had diverse communities. Through research, Ally identified Knimbley as ideal talent. McDonald's was so pleased with the results, they requested her for 2 more campaigns
Epic Games wanted to support Fortnite OG S2's launch with co-streams. Ally's strategy included research to determine ideal Duos talent while maintaining strict CPMs and target audience demos. AngryGinge and Danny Aarons were one duo she pitched & secured
Ally concepted, pitched, and led a Gingerbread House mini-event for client Make-A-Wish America's Create Joy fundraising period (December 2023). Above is US National gymnast Elena Shinohara (5M+ on TikTok) who participated in this charity event.
Ally is a pro at utilizing influencer marketing and social listening tools, as well as actively consuming and participating in the content creation landscape, to derive insights into campaign strategies.Research Tools Used Include:
• SullyGnome • TwitchTracker • Sprout Social • Tagger • CreatorIQ • Social Blade •
GAME LAUNCH ROLLOUT
You could build the greatest game in the world, but if no one knows about it, it will likely fail.A strategic Go-to-Market (GTM) plan is the key to success, particularly for debut indie titles. Ensuring that your project generates enough hype from announcement through launch and beyond takes careful market research, brand positioning, and strategic marketing beats and PR to stand out in a sea of thousands.Although there are similarities across different game launch strategies, the approach will be custom tailored for a branded UGC experience vs a debut indie title vs an established live service game. Understanding the differences in player and community behavior in different game genres and target audiences is crucial.
Crocs built a UGC game in Roblox and needed an effective strategy to drive engagement and playtime. Ally's strategy involved YouTube preroll integrations and livestreams with 12 different influencers in the Roblox and Minecraft niches.
Ally led Gen.G's marketing support for the early access launch of Nimble Neuron's Eternal Return MOBA game. The creative strategy included a 6 month multi-phase rollout with monthly community game nights, cosplays, and charity streams.
Monster Theator needed a launch strategy for their debut indie platformer "Atomic Owl" and their studio as a whole. Part of Ally's GTM plan included the development and implementation of a Monster Theater Creator program to drive brand/game awareness.
GTM Strategies Implemented Can Include:• Creator Program (earned) • Influencer Marketing (paid) • Showcase & Festival Submissions • Game Dev Speaking Panels • Gaming & Entertainment Site Press Release • Social Media • Brand Partnerships •If you are interested in a bespoke GTM plan tailored to your video game or UGC experience, please reach out to Ally on LinkedIn to discuss consultancy or project-based contract work.
SAMPLE ASSETS
Below are examples of marketing assets and strategy slides which Ally has created.
Part of Ally's GTM strategy for Atomic Owl's demo launch included daily countdown posts on Instagram, X (Twitter), and Threads. She created graphics in Canva composed of various character art, level backgrounds, and studio logos.
Example of a talent baseball card to include as indicative talent for an RFP involving influencer talent as part of the marketing campaign strategy. This particular slide was not used in a real campaign but is representative of one of Ally's styles.
CASE STUDY:
Make-A-Wish x MANA Talent ASMR Marathon (2023)
Client: Make-A-Wish America via Player 2 Studios (contract)Objective: Improve upon Make-A-Wish’s previous fundraising efforts within the gaming and gaming-adjacent communities on Twitch and YouTube. Goal to raise $50,000 through Tiltify during Q3 2023.Strategy: Identified trending content niches and game categories across Twitch and YouTube and concepted fundraising events. Ally's strategy involved a capstone event with larger creators as an "anchor" for the quarterly fundraising period to help drive awareness and participation from smaller communities.
Implementation: Ally conducted market research across Twitch and YouTube gaming and gaming-adjacent categories and identified family-friendly ASMR as a trending niche. ASMR's goal of relaxation and joy also fit well with Make-A-Wish's mission to provide joy and comfort to children with critical illnesses.After winning client's approval, Ally identified MANA Talent as an ideal talent agency to coordinate with for this project and pitched to them as well. They were thrilled about the concept and excited to participate.Trending Content Niche + Brand Mission Alignment = SUCCESSResults: The Summer of Wishes MANA Talent ASMR Marathon raised over $36,000 in just 1 week. This event alone exceeded 72% of the entire Q3 fundraising goal for client Make-A-Wish America.Overall Q3 2023 (June-Aug) Summer of Wishes campaign raised $63,412 which was 126% to goal.
"A Working Man" Short Film & Supporting Deliverables (March 2025)
Client: Amazon MGM Studios via LivewireObjective: Create an innovative livestream and social campaign to promote the upcoming Jason Statham movie from Amazon MGM Studios, "A Working Man," using Twitch streamers.Strategy: In collaboration with Head of Content, developed a plan to create a bespoke high action short film aligned with the brand voice and themes for "A Working Man" movie.
Implementation: Ally conducted market research on trending Twitch talent with an interest in both film and fitness, Ally identified Will Neff as the ideal lead for a short action film inspired by "A Working Man," and his creator colleagues Caroline Kwan, AustinShow, and ConnorEatsPants as supporting cast.Utilizing her strong negotiation skills, Ally was able to secure all 4 talent for the short film and livestreams, as well as AV (added value) social post deliverables. She also managed contracting and redlining for a professional stunt coordinator Eddie Fernandez to participate in the bespoke short film.Results: The sponsored segment of Austin Show's livestream peaked at 31K concurrent viewers, with positive audience sentiment about the upcoming movie. Talent social posts and Will Neff's YouTube video also generated a combined total 173K views with very positive comments."A Working Man" took #1 in the box office during its opening weekend March 28th, 2025.