Vevo Presents Concert Series: Media Strategy
Vevo Presents is a global program delivering intimate, high-production performances from top-tier artists launching major albums. As the marketing lead, I orchestrated the alignment between label priorities and artist creative vision, ensuring cultural authenticity while maximizing commercial impact. To drive local turnout for the event and global reach for the video content, I developed a media strategy that combined market-specific out-of-home, geo-targeted paid social, artist-driven posts, and social listening tools to track brand touchpoints. Notably, for The Weeknd's "Starboy" launch, this strategy generated over 50 million views to Vevo content—part of a series of Vevo Presents activations that consistently delivered millions of streams, sold-out performances, and deep global fan engagement for artists.
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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.
