SONY ONLINE ENTERTAINMENT
UX/CX + Brand Strategy
Kalixta SVOD (LATAM/US)
UX Strategist, Creative Director, Writer-Producer
Led the end-to-end UX/CX, brand, and content strategy for Sony Online’s Kalixta SVOD launch across 18 countries and three languages (English, Spanish, Portuguese), from idea conception through launch.
Set the brand vision and positioning, drove naming, and established the product’s identity, voice, and messaging system, shaping the customer journey across key touchpoints (on-platform experience, marketing, and communications).
Kalixta became the first international SVOD streaming service dedicated to women, available across 17 Latin American countries and briefly in the U.S. Its success proved the scale and loyalty of the women’s audience, and directly led Sony to hire me as their in-house UX/CX Studio Head for six years.
Crackle International Growth + Rebrand (“Hollywood for All”)
+ Platform Repositioning
At the time, Crackle was significantly more successful internationally than in the U.S., a widely recognized free streaming service with top-shelf films, used far more across global markets.
Following Kalixta’s traction, Sony expanded the strategy internationally: we rebranded Crackle LATAM (previously positioned and advertised as testosterone-driven and male-targeted) to intentionally include women, applying Kalixta’s audience insights and experience principles. This work culminated in repositioning the platform as “Hollywood for All,” evolving Crackle’s identity and CX to serve a broader audience, work also reflected in this portfolio.