Overview

For over a decade, I led the communication, customer experience, and marketing strategy at Zmart, Chile’s most recognized retail chain for video games, board games, and geek culture. As Client Experience and Marketing Manager, I helped shape a brand that resonated with enthusiasts and newcomers alike.

The Context

Zmart wasn’t just a store — it was a hub for gamers. We worked closely with top-tier global brands like Nintendo, PlayStation, Xbox, Razer, Asmodee, and Devir to bring the latest in gaming to Chilean customers. Our mission: make gaming accessible, exciting, and community-driven.

The Challenge

We needed to:

  • Deliver a standout omnichannel experience (physical + e-commerce)
  • Guide both hardcore gamers and first-time buyers
  • Create a unique tone and identity in customer support and brand voice
  • Compete with giant retailers while staying lean

My Role & Contributions

I led both the design team and the customer support team, developing the entire communication strategy:

  • Designed and executed major campaigns in collaboration with Nintendo, PlayStation, Xbox, and others
  • Directed social media and customer service messaging tone
  • Managed visual content (print magazine, POP material, digital assets)
  • Oversaw email campaigns, product launches, and promotional strategy
  • Balanced budget management with performance metrics

Results & Achievements

  • +240% revenue growth over 3 years by expanding into tabletop gaming and geek culture
  • #1 Day-One Console Sales in Chile for launches of PlayStation 4, Nintendo Switch, Xbox Series X
  • Outperformed large retailers like Falabella, Paris, and Ripley in key gaming launches
  • Top follower engagement in Chile’s gaming retail space
  • Named “Great Place to Work” 3 years in a row

ZMART.cl Mobile Website

Why It Matters

Zmart proved that a small, passionate team could lead with creativity, strategy, and culture. We didn’t just sell games — we built trust, excitement, and a lasting identity.

What I Learned

  • Strategic consistency across channels is more powerful than big budgets
  • A lean, mission-aligned team can beat the odds
  • Listening to the community builds loyalty and long-term value

“Everyone likes to play. The key is helping them discover how.”