Made In America Festival: Digital Strategy
To drive ticket sales for Roc Nation’s Made In America Festival, I led a digital campaign that turned fan anticipation into measurable conversions. I partnered with creative teams to build artist-specific ad units that paired iconic visuals with timed audio cues to maximize fan engagement across social media and digital ad networks. Through real-time A/B testing, I optimized campaign performance daily. The festival sold over 50,000 tickets and delivered a 3x increase in hashtag usage from 36,000 to 94,000.
Next project
The FRIENDS Experience x The Office Experience Tour Marketing
As Vice President of Marketing for Superfly X, I directed the strategic scaling of The FRIENDS Experience and The Office Experience, extending these touring properties to 10 markets. To support this rollout, I executed a dual-engine strategy that balanced high-impact earned media with rigorous digital marketing. For each market launch, my team orchestrated culturally significant moments—including talent walkthroughs, book signings, and influencer events—while I personally served as a brand spokesperson on local television to drive premium coverage. Additionally, we created social media stunts in coordination with our partners to generate high-intent email funnels, capturing fan interest early to power a remarketing engine that drove ticket sales through market close. By layering this data with an always-on performance marketing campaign, we optimized media spend in real time, sustaining sales velocity over 12 weeks per market and delivering an average capacity of 88% despite pandemic-related challenges.
