One of my proudest accomplishments was designing the entirety of The Sims Creator Program. From initial concept through to full corporate implementation. This included securing all necessary approvals, working with our design team on unique watermarks, incorporating direct feedback from Sims creators to refine the program, and ensuring alignment across all stakeholders. Every element of the program was built from scratch with a clear focus on empowering and supporting Sims creators in impactful ways.

This was a pivotal changing point for The Sims 4 marketing. Until this point, The Sims had a very systematic way of announcing new paid DLC. I put forth a plan to shake up and expand our marketing efforts by partnering with content creators that would help drive awareness, but also share and take part in the excitement.

As the lead on The Sims 21st Birthday campaign, I owned the project end-to-end, from concept and pitch to execution.

I collaborated cross-functionally with teams across Maxis (art, production, studio admin) and EA (legal, finance, brand, PR, web, creative assets, social) while also serving as the point of contact for all external participating partners who helped bring this campaign to life. The initiative not only celebrated our custom content creator community but also helped steer The Sims to a more community-first brand, laying the groundwork for deeper creator partnerships in future content.

Another exciting moment during my time on The Sims 4 was the Spa Day Game Pack Refresh, where we collaborated with Ebonix, a true pioneer in representation and custom content, especially known for her nail and nail art creations. Bringing her creativity and perspective into The Sims 4 officially was not only a huge win for authenticity and player expression, but also a meaningful moment for the community. It was a proud milestone in making the game feel more inclusive, personal, and player-inspired.

After receiving feedback about the quality of pre-built lots and homes in Expansion Packs and Game Packs, I spearheaded this initiative at Maxis to partner with expert community builders to create that in-game content alongside a pack’s development and ship it with the final product. Not only did this address the community feedback we had been seeing, but it also enhanced the final product, celebrated community talent, produced additional community engagement content, and strengthened the collaborative bond between Maxis and The Sims community.

When Kits were first introduced as a new DLC type for The Sims 4, community reaction and sentiment skewed overwhelmingly negative. Kits were designed to deliver small, niche content unlikely to be included in larger Expansion, Game, or Stuff Packs. However, they were still seen as unnecessary by the community. To help shift this perception and reinforce the original intent behind Kits, I proposed a new approach: partnering with major content creators who understand player desires and niche aesthetics. Our first collaboration was with Plumbella, who pitched the idea that would ultimately become the Pastel Pop Kit. Together with the Maxis team, we developed her vision into a fully realized paid DLC. The result launched to an overwhelmingly positive response by the community and marked a turning point in how players viewed the purpose and potential of Kits.

Let’s talk about collaborating with creators on enriching The Sims 4 base game with additional free content. Aimed to give creators an opportunity to suggest content and integrate their unique creative perspectives directly into the core game. This highlighted The Sims commitment to deliver added value to our players, and further demonstrate The Sims 4 as a diverse and evolving platform.

Creator events are more than just an opportunity to give hands-on access to your newest product. It’s an opportunity to start or continue to build meaningful connections with community members who appreciate and value the brand/product you’re building. Let me show you.

During the launch window of The Sims 4, The Sims community team would regularly host or sponsor community meetups, but at some point, they stopped. After many internal discussions, I pushed for their return starting with TwitchCon 2019 as a test case. Despite The Sims attendance being announced just a week before the event, we had a fantastic turnout of community members. Attendees had the chance to connect with fellow Sims creators like Deligracy, lilsimsie, and more, as well as meet celebrity developers SimGuruGraham and SimGuruSteve. The event was a clear success and helped solidify the revival of in-person community events. Little did we know that the world would soon go into lockdown due to COVID-19.

Social media is your direct connection to those who value your brand, but it’s not just about feeding your community calls-to-action. It’s about showing the human side of your brand, a voice with personality, humor, and authenticity. When brands feel relatable, people respond. When your community sees the human side behind the brand, they’re more likely to care, connect, and stick around.

Livestreams have been a vital tool in how The Sims connected with the community. What began as a way to share periodic updates evolved alongside the business. Over time, we adapted our livestream approach and scheduling to align with changes in The Sims 4’s development, creating a more cohesive experience. Regardless of those changes, maintaining a livestream presence remained crucial. It was important for players to hear directly from us, feel seen, and stay engaged with the game’s development. Livestreams remained one of our most direct and meaningful channels for building community trust and transparency.

This was a no-brainer type of activation. Maxis was working on a Game Pack dedicated to improving The Sims 4 wedding features and functionality. It only made sense to invite Simmers across the world to the wedding of the year!