PACSUN
Client
Pacsun
Branded experience on Roblox.
My Role
Partnership Manager
Year
2024-2025
01. About Pacsun
Pacsun Los Angeles Tycoon is a branded tycoon experience on Roblox , a social and immersive world where players can build and explore iconic Southern California hotspots inspired by Pacsun’s brand identity. The experience offers digital apparel items modeled after Pacsun’s real-life collections, giving players the ability to customize their avatars and express their personal style.
Pacsun was also a pioneer on Roblox, launching one of the platform’s first-ever immersive shopping experiences. Players could purchase up to 10 exclusive Pacsun clothing items directly from within the game, marking a significant moment in the evolution of digital commerce.
02. Update: Jetski
Led the end-to-end launch of Pacsun’s Jetski update on Roblox, introducing a dynamic improved gameplay feature to the Pacsun Los Angeles Tycoon experience. This innovative update was among the first to integrate Roblox’s improved vehicle control technology, allowing players to race jetskis across water using intuitive and improved WASD controls, a significant leap from the platform’s traditional click-and-turn navigation. The update enhanced immersion, gameplay fluidity, and player engagement, marking a key evolution in how branded experiences can push the boundaries of Roblox’s technical capabilities.
I managed a cross-functional team of 8+ across game design, art, code, sound, copy, and marketing to deliver this update on Roblox. I led the project end-to-end, from initial briefing and concept development through production, QA, and launch.
Key ResponsibilitiesStrategic Planning
Budgeting
Stakeholder Communication
Risk Management
Timeline Oversight
On-Brand Creative Execution
03. Update: Influencer House
Led the development and launch of Influencer House, a global update to Pacsun Los Angeles Tycoon on Roblox, as part of a $250K brand campaign. I managed cross-functional teams across North America, Asia, and Europe to deliver a cohesive, culturally resonant experience for Gen Z and Gen Alpha audiences.
Drawing inspiration from real-world content houses, spaces where social media influencers live, collaborate, and create viral content, we designed a virtual version that players could build and customize themselves. The update aligned with Pacsun’s brand strategy by bridging digital culture and fashion, giving players the opportunity to step into an aspirational lifestyle and participate in a globally relevant phenomenon.
I managed a cross-functional team of 8+ across game design, art, code, sound, copy, and marketing to deliver this update on Roblox. I led the project end-to-end, from initial briefing and concept development through production, QA, and launch.
Key Responsibilities:
Strategic Planning, Budgeting, Stakeholder Communication, Risk Management, Timeline Oversight & On-Brand Creative Execution
04. Update: E-commerce
As a Partnership Manager at The Gang, I led our collaboration with Pacsun to launch their first-ever immersive shopping experience on Roblox. Pacsun was seeking innovative ways to connect with its audience in the digital spaces they already inhabit. Together, we created one of the earliest fully immersive retail experiences on the platform, a virtual Pacsun store where players could explore, engage, and purchase real-world items. This groundbreaking initiative redefined how brands can merge commerce with gameplay, setting a new standard for digital shopping.
Key Responsibilities:
Strategic Planning, Client & Stakeholder Communication, Budgeting, Strategic Insights, Performance Reporting, Risk Management, Partnership Support, Timeline Oversight & On-Brand Creative Execution.
05. Results & Outcomes
The experience has demonstrated exceptional engagement, achieving The Gang’s highest average returning user playtime.
Engaged Minutes per Year
665K
Monthly Active Users
50k
Average Session Time
13min
Average Returning User Playtime