MTV Video Music Awards: Integrated Marketing UGC Campaign
To drive viewership for the MTV Video Music Awards, I managed an integrated marketing campaign leveraging digital culture and emerging media trends. Collaborating with host Miley Cyrus, we produced a suite of green-screen UGC assets that empowered fans and visual artists to create content, which we elevated into official campaign creative across social, streaming, TV, and OOH. This fan-centered strategy transformed participation into momentum, with the VMA event driving over 73 million views and 60 million social interactions, breaking Nielsen's record at the time for the most tweeted non-sports program.
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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.
