An electrifying fusion of music and television, Metallica and Stranger Things collided in a groundbreaking e-commerce project. Joe Quinn, who portrayed Eddie Munson in Stranger Things Season 4, performed a heroic rendition of Metallica’s “Master of Puppets” in the show’s finale. This unforgettable moment extended off-screen as Quinn jammed with Metallica during their Lollapalooza rehearsal, where the band gifted him a custom, signed B.C. Rich guitar identical to the one used on the show.

My role in this project involved leading the business strategy, e-commerce, merchandising, and digital marketing efforts, ensuring a seamless and impactful collaboration. Working cross-functionally with the social teams, we crafted an immersive experience that resonated with fans of both Metallica and Stranger Things, driving engagement and sales through innovative digital and merchandising strategies.