Looking for a job

Melinda Kang

@melindakang

Gaming product marketer at Athena Gaming who built its creator commerce GTM and onboarded Valorant creators generating $100K+ monthly GMV.

Singapore

Message

What I'm looking for

I’m looking to keep working with small teams in games publishing, building go-to-market and partner ecosystems and helping games find the audience they were made for.

At Athena Gaming, I own the zero-to-one build of an early-stage creator commerce platform, from positioning and the GTM playbook to its first creator and publisher partnerships. I onboarded Valorant creators, with the largest generating $100K+ GMV per month.

At ByteDance, I conceived and executed “Enter the Dragon,” a Steam featured event for 50+ studios that drew 1.5M+ page views in 48 hours with zero paid spend. I also led the launch campaign for SCP: Secret Files, reaching 250K pre-launch wishlists on zero ad spend.

Through Level Up Lab, I serve as Minnapad’s fractional CMO and consult on games publishing and market entry. I enjoy working with small teams, and I believe every game deserves the audience it was made for.

Experience

Work history, roles, and key accomplishments

Current

Creator & Publisher Partnerships Lead

Current

Athena Gaming

Jun 2025 - Present (1 year 4 months)

Owns zero-to-one build for an early-stage creator commerce platform, including product positioning, GTM playbook, and brand identity. Sources and onboards creators and leads publisher partnerships, with top creators generating $100K+ GMV monthly.

Product Marketing GTM Strategy Creator Partnerships Publisher Partnerships Brand Identity Content Strategy Twitter X

Current

Founder & Principal Consultant

Current

Level Up Lab Pte. Ltd.

Oct 2024 - Present (2 years)

Provides gaming and AI go-to-market consulting, serving as fractional CMO for indie studios and leading market entry for clients. Built Western-market GTM playbooks and led creator campaign strategies for major launches.

Go To Market Strategy Fractional CMO Creator Led Campaigns Market Entry Fundraising Steam Launch Strategy

Games Marketing & Partnerships Lead

G-Bits

Nov 2023 - Oct 2024 (11 months)

Built the PC publisher partnership portfolio from zero across NA, EU, and Asia, and owned the Xbox marketing relationship. Hired and stood up a 3-person cross-functional publishing team within six months.

Partnership Management Team Building Process Standardization Xbox Marketing Publisher Relations

PC & Console Platform Partnerships & Marketing Lead

ByteDance

Jul 2020 - Sep 2023 (3 years 2 months)

Conceived and executed 'Enter the Dragon,' the first Asia-publisher Steam featured event, orchestrating content, social, PR, community, and platform teams. Led launch narratives and full-funnel campaigns for major titles, achieving significant wishlists and pre-orders.

Partnerships Marketing Event Management Launch Strategy Full Funnel Marketing Localization PR Community Management

Business Development Manager

Avid.ly

Jan 2018 - Jun 2020 (2 years 5 months)

Built developer partnership acquisition for a new B2B platform from zero, evaluating 200+ developers and sourcing 150+ titles. Drove Google, Meta, and Unity partnerships end-to-end and spoke at European industry conferences.

Business Development Partnership Acquisition B2B Platforms Google Partnerships Meta Partnerships Unity Partnerships Public Speaking

Sales Enablement & Internal Communications

Lenovo

Jan 2014 - Jun 2015 (1 year 5 months)

Bridged US ThinkPad design and Japanese engineering teams, delivering a 20% accessory attach rate improvement through targeted enablement.

Sales Enablement Internal Communications Cross Functional Collaboration ThinkPad

Account Executive

Edelman PR

Mar 2012 - Dec 2013 (1 year 9 months)

Managed enterprise accounts including HP, Disney, and Mars China, and led HP's corporate turnaround strategy including Meg Whitman's first CCTV interview in Beijing.

Account Management Public Relations Corporate Communications Media Relations Strategy