Scotch Game

Working directly with senior leadership of multi-unit retail and restaurant concepts, providing growth expertise. 

Helping to build, refine, and expand the growth formula unique to each company.  

Solutions are on-demand and scaled to the need.  Service areas include: Diagnostics, Consultant & Advisory, Fractional CMO, Leadership & Coaching, and Results Guarantee.

Principal

Jackson

Served in a multi-faceted executive leadership role for this F500 company involving strategic planning and execution, organizational development, process and program innovation, and training/performance management in support of enterprise-wide marketing/brand transformation efforts.

•	Developed enterprise brand positioning in support of new business strategy shaping customer experience and go-to-market approaches, integrating with employee experience and generating over 95% engagement from employees within the first 60 days.

•	Built new organizational capabilities (including tools, KPIs, and processes) to enable the integration of design thinking and market-fit principles across the marketing, sales, and customer experience functions in support of the brand repositioning initiative.

Head, Enterprise Wide Marketing Innovation

ShareRoot

ShareRoot digital platforms, artificial intelligence tools and subject-matter expertise allows for a customised approach for each of our clients to understand market opportunities, design market access strategies and a data-rich environment for understanding, engaging and activating audiences.
 
Whether it is developing high-quality original content for social media, optimising e-commerce sales, creating e-games and applications, harnessing the power of social media or developing bespoke digital marketing strategies, the ShareRoot group of companies can provide solutions to suit any digital challenge.

Member of the Board of Advisors

Cracker Barrel

Played key leadership role on the 7-person executive team that worked closely with Board and reported directly to CEO, additionally serving on 4-person Real Estate Committee that determined sites/markets and capital allocations for business expansion for this F1000 restaurant/retail company.

•	Supported the CEO in driving business transformation by leading business model innovation and brand offering revitalization across the product, equipment and process development, insights, pricing, menu strategy, and licensing functions.

•	Led comprehensive redesign of off-premise/to-go business model (covering product/brand offerings, back-end processes, staffing models, and marketing programs) to deliver 200%+ sales growth, positive IRR, and national rollout to drive ongoing business innovation.

Executive Lead - Marketplace and Product Development

Promoted after 18 months to seven-person executive team adding product development, equipment development, licensing, and business development responsibilities. Executed business model innovation, digital strategy development, product lifecycle optimization, pricing, and brand extension efforts. Reported to CEO.

•	Grew total revenues over 20% and market share greater than 30%, recording 21 of 24 quarters of same store sales growth, resulting in six-fold increase in share price.

•	Enhanced $80M marketing line by evaluating and augmenting media and channel mix creating greater reach, targeting, and messaging capabilities resulting in profitable sales lifts in excess of 10%.

•	Created first digital strategy including SEO/SEM, social media, OLV, and CRM resulting in 2x industry engagement / sentiment levels, industry comparable reach, and high organic search rankings.

•	Implemented multi-cultural marketing programs impacting the customer experience, employee experience, and go-to-market as well as introducing market-level pricing (generating an incremental $30M in EBITDA) enabling expansion of an additional 25+ units.

SVP - Marketing (chief marketer)

Hired to redefine brand and reignite food focus. Spearheaded development and execution of strategy, programs, and process improvements / innovation across brand, media, advertising, menu development, market research, and pricing functions. Led cross-functional team responsible for driving menu innovation and optimization. Reported to CEO.

•	Formulated and implemented new product and marketing strategies/plans (including new core menu enhancements and seasonal menu program) that re-established “product” as critical growth and traffic driver for company.

•	Redesigned innovation and product strategy to focus on jobs-to-be-done and need states; also reworked end-to-end development process to structured rapid deployment model allowing company to successfully bring 50+ products year to market for Cracker Barrel.

VP - Brand and Menu Strategy

ARAMARK

Led an 18-member team in developing and implementing a marketing plan covering 300+ on-site food units within Aramark’s high-end business dining unit, serving clients such as Goldman Sachs and JP Morgan.

Drove end-to-end rollout of new marketing plan across all assigned Aramark food units (resulting in 2-year same-store sales growth 6% over plan), in addition to implementing new catering program that grew sales by 10%+.

• Leveraged insights from market research, focus groups, and surveys to launch new product lines and present compelling new business development pitches to both existing and prospective clients, resulting in consistent sales growth.

Director of Marketing

Helping C-suite leaders of scaling and mature multi-unit concepts boost growth and market value | Former F1000 NEO

I help leaders of multi-unit concepts improve the effectiveness of their revenue line. 

Many organizations and their suppliers narrowly focus on just one area within the revenue line. Or they don't connect the different pieces, resulting in missed sales and internal team frustration.

As a partner for you and your team, we work together to find and activate the most significant leverage points across your whole concept to improve revenues. 

With experience in the C-suite for F1000 restaurant companies, I can leverage extensive experience running various revenue-related functions and deep industry knowledge for your benefit.

Working with me typically results in the following:
- Clarity about what are and will be the growth engines across your whole concept
- Higher sales from new program launches
- Higher ROI from your marketing line
- A better way to align marketing, product, ops, and training
- Confidence your innovation efforts will all stack up over time efficiently and exponentially

Nine areas influence the revenue line. My approach identifies your equities, builds magnetic moments, and creates structures to ensure disciplined delivery. 

 This approach has produced over:
- $500M in new sales
- 6x stock price increase
- 35% market share gains
 
Work typically takes one of four paths: consultative, fractional leadership, diagnostic, or workshops/speaking. 

Ideal partners are concepts that:
- Are committed to improvement 
- Have a senior member of the team directly engaged 
- Provide the necessary information in a timely and thorough manner
- Have leadership teams willing and able to support the change

I started Scotch Game in 2017 after serving as chief marketer and NEO for Cracker Barrel OId Country Store, Inc. for nearly a decade. 

I understood from first-hand experience the demands of running a restaurant business. The struggle to get sufficient focus on driving growth across the company could negatively impact the revenue and margin line.

I've worked at the board and leadership level, leading marketing, brand, menu strategy, culinary, pricing, equipment development, corporate communications, new concept development, and new business development functions, and I have served on the real estate committee.

I recognize the commitment involved in engagements. I aim to be respectful of your culture and your business. While I operate with a partner mindset, I also strive to bring you an outside, unbiased view to help you make the best decisions and take the best actions possible. 

Please feel free to connect via DM.

Chris Ciavarra

13th Bridge Games Studio

Working with the founder and management team to develop annual operating plans, a go-to-market strategy, team building, partnership programs and fundraising. 

Leveraging my sports and video game experience to drive innovation in the mobile sports gaming category.

Board Member

ClashTV

CEO and board member for this early-stage live streaming platform focused on high-passion sports.

- Achieved 420%+ platform growth year-over-year.
- Created new short-form content & social strategy, resulting in 20X annual growth in key marketing KPIs.
- Re-positioned and pivoted the company to its current focus on high-passion sports.
- Closed first monetization with brands such as AND1 and Amazon Music. 
- Led PR and IR campaigns, exceeding 40 million impression in 2023.

Chief Executive Officer

AlphaGen Intelligence Corp

Elected Board Chair after serving as a board member. Part of the leadership team that took this gaming, esports and Web3 company public on the Canadian Stock Exchange in 2021.

- Oversaw the acquisition of Shape Immersive in 2022, a Web3 services studio.  
- Led development of the 2022 and 2023 operating plans, and a multi-million dollar PIPE.
- Offered strategic leadership council to the CEO and operating unit heads.
- Chair of the Audit Committee.

Chairman of the Board

ONE Esports

Group Chief Marketing Officer across both ONE Championship and ONE esports, leading a team of 50+ marketing professionals.

Group Chief Marketing Officer

ONE Championship

Member of the senior leadership team. Group Chief Marketing Officer across both ONE Championship and ONE esports, overseeing all facets of marketing and a 50+ person global marketing team.

- Member of the SLT that led ONE's rapid growth into a 2021 top five global sports property, per Nielsen.
- Under my tenure, ONE rose from #6 to  #2 global sports league in digital video views at 1.3B a month.
- Facebook named ONE the top global sports league for organic video views in 2021, at over 8 billion.
- Grew PR 25% in 2020, despite a 5 month pandemic-driven live event hiatus.

LiveOne, Inc.

Member of the senior leadership team. Ran marketing activities for all operating units, including the LiveXLive and Slacker Radio brands. Led marketing strategies and tactics that delivered:

- LiveONE's record performance of more than 120+ million livestreams to date. 
- A doubling in paid subscribers to more than 820,000.
- Business-defining press coverage in Forbes, Business Insider & Billboard.
- Developed the company’s first New Fronts, CES and Cannes experiential activations. 

LiveONE, Inc. (NASDAQ: LIVX) is a global digital media company focused on Podcasting, live entertainment and music.

Chief Marketing Officer

MotorTrend Group

Member of the senior leadership team. Ran all consumer, trade & business-to-business marketing.

Oversaw a team of 60+ marketing professionals across Social, Digital, Mobile, Creative, Media, PR, Event/Experiential, Data and CRM.

- Part of the management team that sold the Digital assets to Warner Bros. Discovery in Q4 2017.
- Key exec. on the US and EU launch of Motor Trend OnDemand, the company’s first SVOD service.
- Drove all customer acquisition, retention and ARPU/lifetime value. Hit 250K paid subs in 15 months.

Motor Trend Group is a Warner Bros. Discovery Company.

Activision Blizzard

Asked to return to the re-booted Guitar Hero business unit in an expanded role as interim Co-General Manager for the 2015 release of Guitar Hero: Live, which included innovative live streaming modes and playable live-action characters for the first time.

- Sales: Guitar Hero was #6 on the NPD video game sales charts by dollar volume and #11 by units sold. 
- Marketing: A commercial for the game was created, starring Lenny Kravitz and James Franco. 
- Marketing: Rapper Macklemore played Guitar Hero live during Seattle Seahawks game launch week.

Interim Co-General Manager, Guitar Hero business unit

Promoted to a company-wide role overseeing all global Digital, Mobile, Social & CRM campaigns.

In this position, completely re-designed every strategy, process, approach and ROI analysis used across Activision's Digital marketing efforts worldwide.

Social Media: Built the largest video game franchise pages, leading to higher engagement and significantly more revenue per player. Won two Cannes Lions for Social. 

Content Marketing: Led the strategies that elevated Call of Duty's YouTube performance to the #1 most viewed trailer of 2012. In total, the COD channel was the #1 console gaming profile and the #7 overall brand channel - with 1 billion plus views and 5.8 million subs.

Web: rebuilt the company's site ecosystem into a mobile-centric responsive platform w/ 99.6% uptime & 100MM+ uniques/year.

Experiential Marketing: Part of the cross-functional team activating COD XP events and all Call of Duty eSports; awarded a 2103 "Brand Experience"​ Gold Effie and a Cannes Gold Lion.

Sales: Successfully launched Black Ops 2 and Modern Warfare 3 as the #1 grossing entertainment properties, both setting speed records to $1 billion in sales. Help achieve total franchise sales of $10B+. Awarded 2013 Grand Effie and 2014 Gold Effie for Call of Duty.

Sales: Launched the Skylanders brand, a $3B franchise and the #1 Kids Game 2011-2014.

Sales: Destiny achieved $500MM in day one sales, a record for new gaming IP.

Mobile: launched 7 "Top 10"​ iOS mobile gaming apps. Won "App Campaign of the Year."​

Global Vice President, Head of Digital and Social Marketing

Originally hired as Vice President, business unit CMO, to head-up all marketing efforts for the Guitar and DJ Hero brands. Oversaw over $250MM in annual advertising & media spend, PR, Event marketing, CRM, Digital & Social.

Sales: Together, Guitar Hero: Warriors of Rock and DJ Hero 2 sold in excess of 1 million copies in 2010.

Marketing innovation: Initial shipments of the game were also bundled with a copy of the Soundgarden compilation album "Telephantasm" and the track "Black Rain" was among the playable songs on Warriors of Rock, The RIAA certified "Telephantasm" as a platinum record. This represented the first time a video game delivered platinum certification for a music act.

Global Vice President, Chief Marketing Officer, Guitar Hero business unit

Atari

Reported to the CEO, as the company's most senior marketing executive. Led all marketing activities globally.

Drove the shift to Digital marketing and distribution channels as the primary selling tools.  Also led the evolution from traditional awareness-based advertising to customer acquisition and lifetime value-based marketing.

Oversaw all traditional advertising, PR, Event marketing, CRM, Digital & Social.

Specific achievements:

Launched Star Trek (Massive Multi-player Online Game) Globally.  Exceeded 30 day Digital sales goals in 8 days as part of a significant shift to Digitally-driven distribution.

Re-positioned/re-launched Backyard Sports franchise to +110% year-over-year increases.

Launched Atari's first premium Digital titles on XBox Live and Playstation Network. The company's arcade classics were among XBox Live's best selling games at the time.

Vice President, Global Head of Marketing

Omnicom

Hired to brand and oversee the two US launch offices (New York and Dallas) of this Omnicom-owned, and Amsterdam based, Digital agency that functioned as Tribal DDB's "Conflict" brand.  

Managed oversight of operations, creative, media, finance, account management, and business development. 

Implemented process, procedures, responsible for utilization, forecasting, and resource management.

Clients included Arby's, AT&T, Guinness and the US Air Force.

President, Red Urban

Experienced GEMS (gaming, entertainment, music and sports) executive leader. Delivering growth and revenue at the intersection of culture, content and commerce. Unique ability and track record navigating digital disruption and building new revenue streams across multiple industries. 

I am currently the CEO of ClashTV, a livestreaming platform that connects high-passion sports leagues and teams with their fans through immersive, interactive experiences. I have over 20 years of experience leading and scaling public companies and earlier-stage businesses, where I have successfully leveraged data-led insights, technology, and creative disruption to grow audience and revenue.

As the Board Chair of Alpha Metaverse Technologies, a public company that provides Web3 services and solutions to gaming and other sectors, I have overseen and led the company's strategic vision, acquisitions, and 2021 IPO. 

In my career as a marketer, I have served as the Group Chief Marketing Officer of ONE Championship and ONE Esports, where I built and led a team of 50+ marketing professionals to drive global brand awareness and engagement, helping the company become a global top 5 sports property per Neilson Research and a unicorn valued at over $1.4B USD.  

Prior to that, I held executive leadership, head of marketing and CMO roles at Activision Blizzard, Atari, MotorTrend Group, and LiveOne. In these positions, I won multiple awards for my innovative and effective campaigns, exceeded revenue goals and built billions in shareholder value. This included an exit to Warner Bros. Discovery and an IPO on NASDAQ.

My mission is to inspire, build, and lead diverse teams that deliver significant business results across the sweet spot of Gen Y and Z engagement: gaming, music, esports, Web3, social media, sports, and more.

Jonathan Anastas

I'll be speaking at Elevate LV 2026, put on by the National Association of Minorities and Women in Mobile and Tech, the 12th and 13th next week in Las Vegas. This important show overlaps in timing and content with Dice, so come for both! I'll be talking about the "discovery crisis" for all apps and how diverse backgrounds and cultural unlocks are a big part of the solution. I have a special 30% off code so you can attend! See below for details:

My Registration Promo Codes:

🔥 30% Off: ANASTAS30
🔥 VIP: ANASTASVIP
🔥 Guest: ANASTASGUEST

Link here: https://lnkd.in/gq8A8gUC

C-level global transformation leader || Activision, Atari, Warner Bros. Discovery, ONE Championship & ONE Esports, LiveONE || Speaker || Board Chair || Advisor || Digital + GEMS + Marketing + Operations + AI + Culture

And it’s a wrap. National Basketball Association (NBA) All Star Weekend in LA. While the National Football League (NFL) has made big strides, no pro sport in America owns Culture with a “Big C” more than basketball. And LA is ground zero for Culture as a city. Meaning brand activations, media activations, product drops, thought leader events were endless. Tried to include our little (not so little) man wherever it was age appropriate. Wearing a new Toronto Raptors shirt he asked me to bring, fresh from my trip earlier in the week. The traffic was worse than ever, but the immersion and motivational energy was off the chain. #allstarweekend #nba #culture

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Great take on solving discovery in gaming by Medal’s Yuriy Yarovoy from SEG3 Los Angeles. #gaming #medal

𝗨𝗣 𝗡𝗘𝗫𝗧: 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟳 of 𝗧𝗵𝗲 𝗦𝗽𝗲𝗮𝗸𝗲𝗮𝘀𝘆 with Yuriy Yarovoy


With so much content at our fingertips, the biggest challenge for any brand today is simply 𝗯𝗲𝗶𝗻𝗴 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗲𝗱.

To dig into that, and how sports, entertainment & gaming brands can cut through the noise, Jay Stuart & Tiago Teixeira Correia sat down with Yuriy Yarovoy - SVP of Revenue for Medal - to talk about:

– Why discovery is shifting from search to social proof
– How short-form, friend-shared clips are driving real retention
– What makes something genuinely shareable - and how to design for it
– How to make your marketing 𝘯𝘰𝘵 feel like marketing at all

+ a whole lot more.


𝗪𝗮𝘁𝗰𝗵 𝗼𝗿 𝗹𝗶𝘀𝘁𝗲𝗻 𝘃𝗶𝗮 𝘆𝗼𝘂𝗿 𝗳𝗮𝘃𝗼𝘂𝗿𝗶𝘁𝗲 𝗽𝗼𝗱𝗰𝗮𝘀𝘁 𝗽𝗹𝗮𝘆𝗲𝗿 𝗻𝗼𝘄 ⤵️

🔴 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 - https://lnkd.in/eQq3qpwT

🟢 𝗦𝗽𝗼𝘁𝗶𝗳𝘆 - https://lnkd.in/e_zYe3Mh

🔵 𝗘𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗲𝗹𝘀𝗲 - https://lnkd.in/eJ8hk8j5

One of the smartest approaches in yesterday's Super Bowl ads was the one chosen by Tim Ellis and 72andSunny for the National Football League (NFL).

In a glut of superstar appearances and cameos, choose ZERO. In a nights of massive synch licenses, don't use one. Sit out the arms race 100!

Strip it down to a big idea, a lot of emotion, a truth. Helped by an amazing piece of child acting. Every parent can picture their kid "coaching" a collection of stuffies and Bobbleheads. 

The story won and cut-through what is now "the model of sameness."

What made it even more surprising is this team helped build what is now the prevailing models of "faces and tracks." To push away from that world-class muscle memory took spine. Well done!

#superbowlads #NFL #stroytelling

https://lnkd.in/gtcwsS7E

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Jonathan Anastas

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The Battle

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