Tristan Munley
Senior Digital and Product Marketing Professional
Contact: [email protected]
>100M Impressions in professional work and 30M in personal projects
Marketers believe that you get 1-2 seconds of someone's attention before they move on. I ensure they're caught in 0.5
For the past 6+ years I've executed campaigns for some of the top names within Gaming, AI, Fashion and Healthcare.
Global Marketing Lead On:
Leading partnerships with some of gaming's biggest names
Case Studies
Case Study 1: Forza Horizon 6
As the Global Product Marketing Lead for the Forza Horizon 6 Controller and Headset, it was my responsibility to drive GTM strategy across all our marketing verticals and deliver a successful launch alongside one of the most anticipated games of 2026. Working closely with our partner teams, I ensured all the Xbox O&O marketing channels were activated on (Social, CRM, PR, Xbox Dashboard, XboxOn, This Week on Xbox, EZ Trainer Series, MS Store, Xbox.Com). I ensured all materials was brand approved from a Xbox copy perspective, but all licensed car imagery was approved for the individual car companies featured, which came with a different sets of restrictions.Being only one of two controller/headset combination launches in four years, I wanted to go above and beyond with additional promotions. We activated at Forza Horizon 6's launch event, Tokyo Lights, where controllers were given out on an authentic Japanese Kei truck at an influencer focused car meet in Shibuya, Japan. This event was so popular ($4M in EMV) that we ran a secondary activation in the UK to continue building excitement for the game's launch. Following this, we secured a giveaway partnership with Discord, holistically executing an Xbox business objective of driving attention to its Game Pass business. Finally, we engaged in some physical promotions, including a Custom PC inside of a tire and a Ramen Bowl controller holder using in influencer seeding.These promotions all up resulted in an incredibly successful launch for the Xbox brand, both meeting and exceeding the metrics set for by Xbox for its Limited Edition collections.
Case 2: Fallout
I was the Global Product Marketing Manager for the Fallout Pip-Boy Controller Collection, where in we had an amazing opportunity to line up our hardware launch with Amazon Prime's release of hit television show Fallout Season 2. As part of our deal with Amazon, the Standard and Elite Series 2 controller top cases were sold on Xbox Design Lab. In addition, we negotiated a deal where Amazon purchased a select number of Standard controllers in the hero configuration to sell on their website. This launch also took place during the Xbox Holiday Sale I was leading (see below) that added a additional level of complexity and partnership care due to all up platform sales. In order to have a successful launch, we engaged all levels of the Xbox O&O promotional arm: Social, CRM, PR, Xbox Dashboard, Podcast, This Week On Xbox, XboxOn, and EZ Trainer, paid social ads wrapped into our holiday promotion, and a promotional video featuring Aaron Moten using the controller.The largest promotion however was the premiere itself. Samsung was hosting a red carpet event for fans and influencers featuring some of the actors on the show. With this taking place one day before our product launch, we activated at this event, bringing controller units to be used at Fallout play areas and seeded to influencers at the end of the event. This marked a first in the company's history of running a promotion like this before a product launch, but this worked perfect as it acted as a launch board to audience attention and hype as we officially released the product to the public 6 hours after first few influencer posts began rolling in. This launch resulted in one of our strongest single IP top case releases on the Xbox Design Lab platform.
Case 3: Xbox Holiday Campaign
In November 2025, I ran the Xbox Design Lab focused promotion of the company's holiday campaign. Naturally, the holiday time period is the most critical time of the gaming hardware business and this year we tested the most amount of promotions at once in order to capitalize. In previous years, Xbox would only provide free engravings (text customization at the bottom of a customer's controller) as their holiday promo. This year, we continued running Free Engravings and in addition provided up to 20% off the base price of the controller AND launched a new component discounting initiative to further encourage fans to purchase component parts that were typically less popular.I directly engaged with legal teams to ensure that all promotional language being used was appropriate for a global context and distributed the content across all our downstream stakeholders. We developed custom video packages to be used across our social channels on and around Black Friday and then again in our large scale paid ad campaign in the following weeks. Our last large promotion was a influencer led activation through TikTok. We created five distinct personas of consumer during the holiday season and targeted one influencer per group to activate through Xbox Design Lab giveaways and video promotion. This campaign resulted in the second highest revenue during a promotional period that Xbox Design Lab has experienced, during a time of massive decline of console sales.
Case 4: Ninja Gaiden Gamescom
As the Global Product Marketing lead, this collaboration was one of the business's first experiments in targeting a regional audience that traditionally has less concentration of Xbox players. The Ninja Gaiden Controller launch was centered around one of the largest gaming conventions in the world, Tokyo Game Show. Here, we highlighted the controller top cases (Standard and Elite Series 2) at the Koei Techmo Booth. There was a large glass instillation for fans to view the full controller and hands on units at the demo stations for Ninja Gaiden 4. This was one of the first inclusions of hardware at an event at a partner's booth and provided substantial learnings to how the business approached in person activations going forward.
Case 5: Xbox Design Lab Return
Due to an error with the existing payment processor, the Xbox Design Lab platform had to be temporarily paused for several months as teams worked on a new fix. When it came time for the website to return, I was tasked as the Global Lead in creating the messaging and revitalization of the platform. This GTM plan came in three forms, Announcement, Partnerships and Inspirations.For the main announcement piece, as this was a unexpected outage, we did not have any allocated budget for a dedicated video package. I had worked instead directly with the MARCOM team, sourcing previous video packages featuring Xbox Design Lab Expansions and created one unified vision. The Partnerships came from the Witcher and DOOM The Dark Ages top cases coming to Xbox Design Lab. As the lead for both products, I worked with each individual studios to create new media pieces from their original trailers and was able to get social posts on both AAA studio handles within the same week as our main announcement post. Finally, was the Inspirations. For this campaign, I sourced partnerships with some of the most highly sought after games of that year - Hollownight Silksong, Expedition 33, Helldivers 2, and Borderlands 4 to create a media blitz across many of gamings largest launches to drive attention to the return of Design Labs. Across all the posts, this resulted in 3M impressions on twitter (X) alone.
Case 6: Inspirations
The piece I had the longest tenure of ownership over while at Xbox was the Inspirations program. Xbox Design Lab was a platform that charged a premium for a customized controller experience and its largest problem was general awareness from gaming audiences at large about its existence. While the original aim of the Inspirations program was just to serve as a jumping off point for consumers to reduce choice paralysis, I viewed it as an opportunity to drive attention to the platform all up. Each month, I would search for partnerships with some of the largest and most viral launches/cultural moments at that time. We would have 1-5 inspirations go live each month, driving traffic from the partner's social channel to the configuration platform. Despite working with no budget for this program, this grew into one of the Design Lab's most influential arms of promotion, generating 21 Million Impressions on Twitter/X and a rise of 153% traffic during promotional periods.
Some partnerships I am proud of include: 4x Game of The Year Award Nominees, Kpop idol group Le Sserafim, Popular children's franchises (Bluey and Barbie), the UK and French World Cup teams, and NBA Cavs player Donovan Mitchell.
Case 7: Solo Run Twitch Influencer Campaigns
As part of my efforts to expand my "real world" experience before my Xbox position, I set out to orchestrate several influencer campaigns by myself. The highest visibility of these was the Genshin Impact Golden House Invitational. I managed the influencer invites (8 Partnered and Affiliate Twitch streamers), create a social media campaign leading up to the event, sourced online moderators to work behind the scenes with the talent, and shout casted the entire five hour program myself. This event was a massive success, generating an average CCV of 631, a peak viewership of 998, and total unique viewers of 6,505. Three of our participants held top ten highest CCV placements within the Genshin Twitch category at the time, demonstrating the effectiveness of the promotion.This event would go on to inspire other events in the future, the most impressive of these being RinTaichou's Trevor Project Fundraiser where in I reprised my role as the event host. This campaign featuring 3 voice actors from Genshin Impact, signed print giveaways from VAs and Partnered Streamers and raised a total of $7500 for the charity.
Case 7: RapidMiner Reporting and Recommendations
After six months with RapidMiner, I was tasked with creating a deck that analyzed the last 19 months of social posts and made recommendations for the future of the company's branding. I outlined specific key terms that resonated with our audience, data trends highlighting which genre of posts was most effective, and the general monthly posting cadence they should follow once my internship was complete.
Case 8: TJX COVID-19 Messaging
During the start of the COVID-19 Pandemic, I was working at TJX Companies Headquarters. As the virus began to spread, TJX began conversations on how they planned to respond, seeing that the primary appeal of their business was physical shopping locations. I was tasked with studying the social rollouts of other similar brick and mortar companies (i.e. CVS) and outline both the steps these companies were taking in preparation and the language and tone used in these updates. This deck was then used to shape how TJX then announced their own store shutdowns under an abundance of caution at the beginning of the quarantine, ensuring we were taking a responsible approach to such a delicate but critical time for the business.
Work Timeline
Over the years, I've worked on a lot of different campaigns. So much so that it's hard to keep track sometimes. That's why I've decided to build out a non exhaustive list of some of the highlights over the years of key launches I directly participated in.
2026
June
6/1: Exclusive Xbox Elite Series 2 Retail Cutdown Campaign
6/7- Xbox 25 Anniversary Controller and Console Announce (X25) at Xbox Showcase '26
May:
5/15- Inspirations: LEGO Batman, Warhammer Skulls '26 Skulls Event (Boltgun 2), Forza Horizon 6, Subnautica 2, and Mixtape
5/19- Forza LE Collection Launch (Global Lead) and Tokyo Creator Event
5/23- Additional 3D Printing Accessibility Options
5/26- Team Spirit Xbox Design Lab Launch
April
4/20-
Forza Horizon 6 LE Collection Announcement (Controller/Headset).
Inspirations: Kiln, Mouse PI for Hire, Invincible Vs, and Diablo 4: Lord of Hatred DLC
March
3/16- Inspirations: MLB the Show 26 and Marathon
February
2/3- Inspiration: High on Life 2
2025
December
12/10- Fallout Pip-Boy Standard and Elite Series 2 Controller Launch (Global Lead) and Fallout Season 2 Premiere with Amazon Prime
12/15- Inspiration: Xbox's Game of The Year Nominee reheats (Silksong and Expedition 33)
November
11/18- SpongeBob Design Lab Standard and Elite Series 2 Launch
11/11- Inspiration: Pax Roma, Dave the Diver, Black Ops 7
11/21- Xbox Holiday Campaign Start- Free Engraving, Discount Components and 20% off Messaging. Large Scale TikTok Paid Ad campaign and Xbox Bowl.
October
10/3- Mr. Beast x Amazon Games King of Meat promotion
10/8- Outer Wilds 2 Design Labs Standard and Elite Series 2 Launch
10/27- Inspiration: Little Nightmares 3, Silent Hill F and Fallout Day
September
9/3- Breaker Controller Special Edition Series Announced- Heart Breaker, Ice Breaker and Storm Breaker
9/10- Inspiration: Expedition 33, Helldivers 2, Hollow Knight: Silksong, Borderlands 4
9/16- DOOM the Dark Ages and Witcher 3 10th Anniversary Controllers Launch in Xbox Design Labs (Global Lead)
9/24- Ninja Gaiden 4 Xbox Design Lab Standard and Elite Series 2 Announcement (Global Lead)
August
8/6- Xbox Design Lab Return Announcement (Global Lead)
May
5/22- The Witcher 3 10th Anniversary Limited Edition Standard and Elite Series 2 Launch at Microsoft Store
May
4/16- DOOM the Dark Ages Limited Editions- Standard, Elite Series 2 and Xbox Series X Console Wrap
March
3/18- Xbox Accessibility Joystick Launch Video
February
2/3- Inspiration: Civilization 7 and Avowed
January
1/21-
Pulse Cipher Special Edition Controller Announcement
Inspiration: Synduality Echo of Ada
2024
December
12/3- Fallout Vault Boy Elite Series 2 Controller Launch
12/9- Inspiration: Indiana Jones and the Great Circle
12/13- Xbox Game of The Year Inspiration Nominee: Elden Ring DLC- Shadow of the Erd Tree
November
11/4- Inspiration: Farming Sim 25, Dragon Quest I & II Remake, Dragon Age Veilguard
11/14- Inspiration: Juicewrld x Fortnite (Complex Wire article and Fortnite Map)
11/22- Inspiration: Flight Simulator, Bluey The Video Game
11/23- Xbox Holiday Campaign Start- Free Engraving. Paid Meta Ads, Tonight Show Giveaway spot
October
10/7- Inspiration: Diablo 4 DLC: Vessel of Hatred, Nick Jr Party Adventure, Alien Isolation
10/10- Ghost Cipher Special Edition Launch
10/16- Call of Duty Black Ops 6 Limited Edition Collection Announce: Standard, Elite Series 2 and Xbox Series X Console Wrap
10/22- Xbox Wireless Headset Announcement
10/25- Inspiration: Barbie Project Friendship and Life is Strange Double Exposure
September
9/24- Transparent Elite Series 2 and Chroma Components added to Xbox Design Labs (+3 Exclusive Designs)
9/27- Inspiration: Throne and Liberty, FC 25, Disney Epic Mickey Rebrushed, Lollypop Chainsaw Repop, Starfield Shattered Space
August
8/5- Inspiration: Valorant Console Port Takeover
8/21- Adaptive Joystick and 3D printing in Design Labs announcement at the Global Accessibility Showcase
8/23- Inspiration: Multiversus Season 2
July
7/2- Inspiration: Final Fantasy Dawntrail and The First Decendant
7/31- Sky Cipher Special Edition Announced
June
6/3- Inspiration: Destiny 2: Final Shape
May
5/4- Inspiration: Star Wars Outlaws, Hellblade 2: Senua's Sacrifice, Warhammer Space Marine 2 (Skulls Livestream Event '25)
5/7- Fire Vapor Special Edition Announcement
April
4/5- Inspiration: Elder Scrolls Online 10 Year Anniversary
4/9- Nocturnal Vapor Special Edition Announcement
March
3/4- Inspiration: Expedition: Mudrunner, Warhammer Chaos Gate Deathwatch, Planet Zoo
3/5- Fallout Vault Boy Standard Design Lab Launch
3/17- Retail SKU Optimization Campaign
3/26- Artic Camo Special Edition Global Launch
February
2/3- Dream Vapor Special Edition Launch
2/5- Inspiration: Persona 3: Reloaded, Suicide Squad and Banishers: Ghosts of Eden
2/27- Inspiration: Brothers A Tale of Two Sons and Palworld
January
1/26- Inspiration: Like A Dragon: Infinite Wealth
1/31- Vapor Series Addition to Xbox Design Lab (+3 Exclusive Designs)
2023
December
12/11- Inspiration: Xbox Game of The Year Nominee Reheat Alan Wake 2 and Phantom Liberty
November
11/3- Inspiration: Warhammer Age of Sigmar
11/5- Inspiration: Overwatch 2 x KPop Idol Group Le Sserafim Collaboration
October
10/3- Gold Shadow Special Edition Announcement
10/9- Inspiration: Lords of the Fallen, Warhammer Darktide
10/26- Inspiration: Alan Wake 2
September
9/4- Inspiration: Mortal Kombat 1
9/10- Inspiration: Forza Motorsport (Full video package), Lies of P, Party Animals and Cyberpunk 2077 DLC: Phantom Liberty
9/12- Astral Purple Standard Edition Launch (McDonalds Grimace Collaboration)
9/26- Shift Collection expansion to Xbox Design Lab (+1 Exclusive Design)
August
8/1- Stormcloud Vapor Special Edition Announcement
8/23- Xbox Series X Console Wraps Announcement (Starfield LE, Artic Camo and Mineral Camo)
July
7/10- Inspiration: Hi Fi Rush - Day 1 Announcement
7/28- Inspiration Exoprimal
June
6/5- Inspiration: Phantasy Star Online New Genesis
6/9- Inspiration: Diablo 4 (+Snapchat Paid Ad Character Class Designs)
6/12- Starfield Controller and Headset Limited Edition Collection Announced at Xbox Showcase '23
May
5/1- OPI Partnered "Sunkissed Vibes" Special Edition. Beauty Aisle Unlock
5/16- Inspirations: Jedi Survivor, Overwatch 2: Lifeweaver, Warhammer Boltgun (Skulls '23 Livestream with Rahul Kohli seeding)
April
4/4- Remix Special Edition Announce
4/4- Artic Camo Special Edition (US Exclusive) Launch
4/11- Design Lab Elite Series 2 Color Expansion Launched
4/11- Inspirations: Ghostwire Tokyo, Minecraft Legends, Vampire Survivors, Elder Scrolls Online DLC: Necrom
4/26: Redfall 5 Limited Edition Controllers in Xbox Design Lab
March
3/2- Inspiration: NBA Cav's player Donovan Mitchell x Adidas
3/7- Velocity Green Standard Edition Announcement
3/22- Elitees Cereal Campaign (Find Your Elite)
3/24- Inspiration: Sea of Thieves
3/28- Elite Series 2 Core in Red and Blue Announced
February
2/7- Stellar Shift Special Edition Announcement
2/18- Inspiration: Wild Hearts
2/25- Inspiration: Destiny 2 Lightfall DLC
January
1/12- Inspiration: Dead Space Remake
1/31- Deep Pink Standard Edition Global Launch
2022
December-
12/6- Inspiration: Halo Infinite
November
11/9- Inspiration: Persona 5
11/17- Xbox x Atlanta Hawks City Edition Drone Show
11/20- Halo World Championship Booth
11/23- Xbox Holiday Campaign Start- Free Engraving through Paid Ads, The View Giveaway, Dreamhack Winter Activation
11/30- Inspiration: World Cup UK and France
October
10/11- Lunar Shift Special Edition Launch
10/18- Elite Series 2 in Xbox Design Lab Launch
10/18- Inspirations: Forza Horizon 5, Fallout, Dishonored, Deathloop, Overwatch 2
September
9/8- Inspiration: Rumberverse
9/26- Inspiration: Deathloop (TikTok video and giveaways)
8/27- Mineral Camo Special edition Launch (Collaboration with Fresh Ego Kid Shirts)
August
8/5- Inspiration: Multiversus
July
7/7- Xbox Elite Series 2 Core - White and Everything Pack Announcement
7/21- Elite Series 2 Core - White Launch
Testimonials
What People Are Saying
Brianna Lowder - Global Brand & Marketing Strategist @ GoogleTristan is an exceptional marketing professional who brings a powerful blend of industry expertise and strategic execution to every project. Having worked alongside him, I have seen firsthand how he leverages his deep knowledge and perspective of the gaming industry to solve complex business problems. He consistently taps into a deep well of creativity, offering unique angles and innovative problem-solving that elevate the team's output.As a product marketing manager Tristan excels at keeping dynamic work streams moving smoothly through his stellar communication and organization. He reliably delivers high-quality go-to-market (GTM) plans and successful launches, even under fast-changing circumstances. Tristan’s skill with project management and product positioning makes him an invaluable asset to any forward-thinking team!
Mark Auld - Director of Project Management @ MicrosoftTristan and I partnered together for several years in on Xbox Accessories launch and marketing initiatives. I am always incredibly impressed by his drive, passion for customers, and ability to push through roadblocks and collaborate across teams to deliver incredible customer experiences! Tristan's super power is the ability to work well across technical teams, from project management, engineering and development, finance, leadership, and regional marketing team. His ability to set clear goals and actions, and work through challenges has led to so many successful product launches in Xbox. I'm really proud of the work we have done with Xbox Design Lab, delivering a user customizable hardware solution through the web and deeply collaborating with game studios on both designs and inspirations. I highly recommend Tristan!
Omar Smith - Brand Marketing Manager @ MicrosoftTristan is someone I’d give the highest praise to. His strong work ethic, action-oriented mindset, problem-solving ability, creativity, and sharp business instincts consistently stand out. I’ve had the pleasure of working with him on XBOX Accessories, where I’ve seen him successfully lead go-to-market efforts for some of our biggest branded launches.He has also managed key scaled components of the XBOX Design Lab platform, including the Inspirations program, which requires thoughtful coordination and strong day-to-day execution. Beyond his operational excellence, Tristan is a passionate marketer with a genuine connection to gaming. That comes through in his ability to surface strong insights, navigate influencer programs, and engage meaningfully with endemic gaming events.I couldn’t recommend him more highly.
Blog Posts
Blog Table of Contents:
First Post Arriving 7/2/2026!