DSCVR Ones To Watch: Emerging Artist Awareness Campaign
I led marketing for Vevo's DSCVR campaign to cement the brand's authority in emerging music. By executing a hybrid strategy that combined digital content with a limited-run printed zine, I targeted tastemakers in the U.S. and U.K. and secured debut covers for multiple artists. The campaign generated over 5 million impressions and 1 million video views, effectively platforming new major-label priorities next to independent artists and validating Vevo as a leading destination for music discovery.
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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.
