VIVID SEATS
As the Director of Brand at Vivid Seats, I lead a team of 8 direct and indirect reports while reporting directly to the CEO, overseeing all creative strategy across channels for Vivid Seats. I manage the creative direction for all of our paid media spend across high-profile platforms including ESPN, Bleacher Report, United Airlines, Rolling Stone, and the New York Post.
In performance marketing, I developed AI-powered paid social creative that doubled click-through rates, reduced cost per install by 46%, and drove over 50K new app installs. I also spearheaded gamification and social innovation that brought over 75K new daily users to our Game Center. I led the creative development of our new loyalty brand, Vivid Seats Rewards, and brought social media in-house—launching our TikTok and growing our total social following to over 400K.
TV + OLV:
Over the last three years, we have launched four different TV spots with ESPN, 72 and Sunny and YoungHero. We saw impressive stats below:
Our :30 spot was the 9th highest scoring ad in the category in the past year and the second highest scoring Vivid Seats ad we’ve tracked
Very Strong Incremental Lift on app visits (26%) and app conversion (18%)
Very Strong Incremental Lift on app orders (37%) and Returning customer orders (31%)
EXPERIENTIAL
We launched and trademarked our very own holiday, National Fan Day™ on October 11th, 2023. To celebrate, we gave fans a free concert in the middle of New York City’s Times Square, featuring Betty Who, Australian singer, songwriter, and pop sensation. My team designed all the billboards throughout TimeSquare, designed a stage for fans to rock out to, had screen printed merch and brand ambassadors giving away free swag!
APP AND PRODUCT
CRM + EMAIL
Revamping the CRM customer onboarding experience was a crucial step toward building deeper, more meaningful relationships with our customers and cultivating long-term brand loyalty. I helped lead our new Welcome Series which undertook a complete refresh of the visual and content elements within the welcome flow, transforming it into a more inviting, dynamic, and engaging experience. We were able to increase open rates by 10%, click rates by 30% and saw a significant growth in app behavior metrics.
SOCIAL: ORGANIC, PERFORMANCE + INFLUENCER
Brought social in-house, launching brand on TikTok and grew collective social presence across platforms > 400k followers.
Developed best-in-class paid social ads on meta - doubling our CTR, lowering our CPI 46% and driving 50K+ new app installs.
Support influencer and partnership strategy to maximize campaign reach and relevance, enhancing engagement across owned and earned channels.
Created strategic content pipelines driving brand visibility for LLM and AI training; successfully launched branded presence and community initiatives on Reddit.
AI + LLMS
Created strategic content pipelines driving brand visibility for LLM and AI training; successfully launched branded presence and community initiatives on Reddit and YouTube. Strengthen Vivid Seats' online reputation, creating targeted content that now ranks second for key trust-building queries driving 5,268 additional clicks per month, making it our fifth highest growth keyword year-over-year.