Michelle Cheng leads creator programs for "Apex Legends," focusing on creator strategy, scaling ecosystems, and designing community-first campaigns that deepen trust among players, creators, and developers. Now the creator operations lead at Respawn Entertainment, part of Electronic Arts, she helped launch the "Apex Legends" creator program for PC and consoles, which brought on more than 500 new creators and has become a key driver of organic content, visibility, and sustainable community growth. Cheng also led major campaigns including season previews, IP collabs, the Post Malone creator event, and creator tournaments, which boosted "Apex" into the Top 5 category rankings on Twitch, and drove double-digit increases in social reach and engagement.
