The Milk Cup @ TwitchCon

I served as Executive Producer for The Milk Cup, a 100-player all-women’s tournament hosted at TwitchCon and anchored by a fully branded GonnaNeedMilk experience. I led the creative and structural development of both the tournament format and the physical activation space, shaping how the competition, broadcast, and on-site brand experience worked together as one cohesive ecosystem.

From defining the tournament flow and competitive structure to designing how fans, players, creators, and sponsors moved through the space, I helped build the foundation of the experience from the ground up. This included developing the overall activation layout, gameplay moments, audience engagement zones, and sponsor integration points that made the event feel premium, immersive, and highly brand forward.

I also led the development of sponsorship packages across the full lifecycle of the event, from pre-qualifier rounds through the live finals at TwitchCon, ensuring each partner had meaningful, authentic touchpoints both digitally and in person. Activations ranged from branded broadcast segments and pre-roll placements to on-site competitions, live audience interactions, and custom sponsor moments embedded directly into the tournament narrative.

Working cross functionally with production, PR, social, and client teams, I oversaw execution from concept through delivery, aligning creative vision, brand objectives, and operational realities to produce a high-impact, culturally relevant esports activation.