Rafeal Phillips

• Negotiated contracts and sponsorship package by collaborating with brands
• Built relationships with brands to establish new contracts.
• Streamlined internal processes by identifying areas for improvement and implementing changes to increase efficiency.
• Strengthened client relationships through regular communication and timely resolution of issues, leading to increased sponsor satisfaction.
• Focused on ideating and developing brand strategies for potential sponsors and partners, leveraging the company’s original IPs. This includes aligning campaign concepts with the client's current objectives and target audience to maximize brand impact and relevance.
• Maximized the use of CRIT’s diverse business segments by strategically aligning each brand with the most suitable channels—not only based on client requests, but also by advising on impactful alternatives to deliver optimal brand outcomes.

Past and Current Clients

These client ventures were executed in close collaboration with my direct supervisor, where I played a key role in ideating strategic approaches and proposal directions. While client engagements were handled jointly, I took the lead in shaping concepts to enhance our chances of securing partnerships.

1. Maggi Hot Cup

• Ideated a campaign approach that shifted the focus beyond brand awareness, emphasizing sustained product consumption and driving sales through Maggi’s e-commerce platforms.

2. Vico

• Strategized a brand positioning shift for Vico—from a traditionally sports-centric product to one aligned with esports, emphasizing mental performance. Crafted campaign messaging and event touchpoints that reinforced this narrative, creating stronger resonance with the target audience.

3. OneOne

• Positioned OneOne as a new entrant in the gaming top-up space by leveraging its unique selling points (USP) to first build brand awareness, followed by driving user acquisition and onboarding of new accounts.

4. Tencent

• Leveraged proprietary IPs to drive brand awareness and expand the user base for partner games through strategic initiatives, including KOL collaborations, on-ground activations, and community tournaments.
• In addition to my core responsibilities, I also served as the Project Manager for the Honor of Kings Campus Series (KCS)—a campus-level tournament—overseeing end-to-end planning and execution.

• Promote the Esports program within the school and community outside of school to attract and retain students interested in gaming or esports as a career.
• Internal promotion includes but not limited to; class to class announcements, tournaments to intrigue students on the esports program, social media engagement which includes creating reels & postings to reach out to the internal and external audience.
• I've worked with the academic team to design and implement a structured esports curriculum that aligns with educational standards and industry best practices.
• Creating a syllabus that adheres to the quality of Education Alliance Finland (EAF).
• Organize practice sessions, workshops, and training exercises to improve students' gameplay, teamwork & knowledge of the esports industry as a whole.
• Past workshop includes shoutcasting & marshalling workshop.
• Upon completion of marshalling workshop, provided the students to apply what they have learned through our end of the year tournament.
• Work closely with the school's marketing and sales team to amplify visibility and drive increased enrollment for the course.
• Students that have participated in the classes and workshops totaled to 72 students from 0 students within 5 months.
• Developing and nurturing relationships with sponsors and partners to support and enhance the growth of the esports program.
• Canon; to come in to sponsor the building of a broadcast room in the school.
• DirectD; Main sponsor for MASSEL's MLBB tournament. Sponsoring lucky draw prizes for the participants & audience.
• Sun Cycle; Organising Push The Limit Lan Party in the school multi purpose hall.

• Learned about the client's campaign and made suggestions based on campaign specifics.
• Work to effectively prioritize campaign goals and stick to important timelines regarding the campaign.
• Collaborated with cross-functional teams to achieve campaign goals. Handling and working with the creative, league ops, broadcast, and content departments to achieve the best possible results for the campaign that is worked on.

Clients & Projects that I have worked on;

1. ONE Esports

COD Warzone: Titan Showdown

• Work on planning of the tournament structure as well as KOL's suggestion across South East Asia.
• Inclusive of broadcast to Twitch, YouTube, Facebook & Twitter with a total of almost 5,000 views daily (Total of 2 days tournament).

COD Warzone 2.0: New World Royale

• Managing as well as planning with the client how best to achieve a community tournament involving participants across South East Asia, which gained almost 100 teams participating.

2. Moonton

MPL MY S9 - Social Media Management

• Management & planning of content for Instagram, Facebook and newly activated TikTok account.
• Achieve growth of Facebook with 35,000 new followers, Instagram has 72,000 new followers and gained 72,000 followers for the newly activated TikTok account. This was done within the span of 4 months.
• Reached increased as follows; Facebook a total of 7,289,514, Instagram with 4,524,709 & TikTok 3,322,781.
• Engagement increased as follows; Facebook with a total of 4,585,070, Instagram with 464,481 & TikTok with 96,416.

3. Tencent

PMCC (Campus Championship)

• Involved in the early planning and strategy on attaining registration for not only the tournament but the student ambassador as well as caster search.
• Management of tournament for the tertiary nationwide tournament as well as caster & ambassador search.
• Total participants of the tournament at 344 teams from 200 different universities with a total of 1745 players.
• 28 caster search talents and 14 ambassadors.

PUBG Mobile x Dragonball

• Activation booth that was conducted at Nijigen 2023.
• Attracted passerby with creative usage of scream machine with total expected footfall of 1,000 people daily (for a total of 2 days).

4. Prime Sports International (PSI)

University e-League (UeL)

• Planned with clients on methods to attract students to not only be involved but have a sense of belonging and support to the Varsity involved.
• A total of 255 teams participated nationwide across 4 different games (PUBG Mobile, Valorant, MLBB & FIFA) with a total of 63 different varsities that participated.
• Total of 10 days streams with 30,000 unique views.

5. Epulze

DOTA2 Pro Circuit (DPC) South East Asia 2023

• Partnership with Epulze to run the broadcast portion of DPC SEA across SEA.
• A lot of positive reviews for the broadcast set as well as the live stream with little to no negative comments throughout the streams that went on for almost 6 months.
• Regular viewership ranges from 8,000 to 15,000 views per stream.

• In charge of getting day-to-day sales by following up with dental clinic or directly to dentist and orthodontics.
• Continuously hitting sales targets every month even throughout the pandemic period.
• Helping to grow the business of the company by finding new dental clinics to purchase items from our company.
• Over the span of two years, successfully converted 34 clinics to loyal and repeat purchasers of the companies product.