50th Anniversary of Hip-Hop: Year-Long Brand Campaign
As Head of Marketing for Rock The Bells, I led the global strategy for the 50th Anniversary of Hip-Hop—a once-in-a-lifetime cultural milestone. Partnering with SiriusXM and high-value sponsors such as Walmart and Procter & Gamble, I orchestrated an omnichannel rollout that honored the genre’s legacy while driving revenue through tickets, merchandise, and sponsorships. I directed the visual identity and media execution across digital, streaming audio, and out-of-home channels, culminating in a sold-out festival at Forest Hills Stadium with over 13,000 attendees. This integrated campaign not only celebrated the culture but delivered over 150 million impressions, solidifying the brand’s authority in the Hip-Hop media space.
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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.
