When Barbara Messing joined Roblox, a global online gaming platform and creation system, as its chief marketing and people's experience officer in September 2020, the company's virtual, immersive, 3D"metaverse," which launched in 2006, was already having a massive pandemic-era moment. The number of average daily users on the platform surged during COVID-19 shutdowns to 42.1 million in the quarter ending March 31, 2021, right after the company went public in a March IPO.
Messing said she has always been attracted to brands with big ambitions and an eye toward driving scale. Previously, she served as SVP and CMO at Walmart, which was in the midst of a digital transformation, and before that, she spent seven years as CMO at TripAdvisor, which revolutionized how people planned and booked travel online.
"There is a really strong partnership between the marketing, engineering, and product teams at Roblox — it's probably the most collaborative culture I've ever experienced," she said, pointing out that the marketing organization needs to be able to deeply understand the underlying technology that helps Roblox function.
Roblox has found success in collaborating with brands, creators, and developers while advancing the company's technology.Brand partnerships have also become a crucial way for Roblox to stretch its innovation muscles and bring people together in new ways. For example, a May partnership with Gucci brought to virtual life a version of the fashion house's multimedia exhibition in Florence, Italy, called Gucci Garden Archetypes.
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