VIVID SEATS

Experience it live.

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. My leadership spans CRM and lifecycle marketing through Braze.

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 couple of years, we have launched three 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

  • Both the :15 and :30 TV spot scored highest in Information

 

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!

 

EMAIL + PUSH

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,

Key outcomes include:

  • A 1076 bps increase in email open rates and a 3643 bps increase in click rates, reflecting heightened engagement and resonance with our updated messaging. 

  • A 2602 bps increase in average order value, demonstrating a shift toward higher-value customer transactions. 

  • Significant growth in app behavior metrics, including a 386% increase in app downloads and substantial improvements in region updates and favorites added, all of which drive future personalized engagement and conversion. 

 

SOCIAL: ORGANIC, PAID, 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 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.

 

PRODUCT + UX

GOOGLE SERP

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

Next

Cheez-It