The Scream x Funkoween campaign went viral—generating 12M+ views, $1M+ in sales within three weeks, and completely selling out the exclusive product. I led the campaign in partnership with Paramount Pictures from concept to execution, developing a fully integrated 360 activation across merch, talent, experiential, and earned media.

I managed all licensor approvals across Ghost Face and Paramount, ensuring brand alignment across product, marketing, and creative. I drove product planning and retail merchandising strategy to sync inventory drops with the event timeline, optimizing visibility through in-store displays and strategic sell-through.

I led graphic design under aggressive timelines to deliver all promotional creative and exclusive giveaways, while overseeing a full video production team to capture in-store experiential content, promotional cutdowns, and event recap coverage.

From the social side, I directed our content and influencer strategy—personally curating a guest list of horror creators and coordinating a surprise influencer appearance by actor David Dastmalchian. PR support and real-time social coverage led to multiple E! News features and amplified reach across channels.

The campaign was recognized as one of Funko’s top-performing franchise activations and was spotlighted during the company-wide All Hands meeting in November 2024.


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