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EXECUTIVE SUMMARY

 

Led the development and execution of a full-funnel seasonal brand campaign that delivered the largest increase in single-game ticket revenue in franchise history, aligning creative strategy with data-driven marketing to drive measurable business growth.

 

The Challenge

  • Reverse or accelerate ticket sales in a competitive entertainment market

  • Increase relevance and urgency among casual and lapsed fans

  • Align messaging across multiple departments with differing priorities

  • Translate brand storytelling into direct revenue impact

 

My Role

  • Led campaign strategy and creative direction

  • Integrated analytics into creative decision-making

  • Aligned cross-functional teams around shared revenue goals

  • Oversaw execution across all channels

CASE STUDY:
Creative as a REvenue Driver

Results & Impact

Results

  • Record-breaking single-game ticket revenue growth
    (Largest increase in franchise history)

  • Significant YoY lift in campaign performance

  • Increased engagement across digital and social channels

  • Improved conversion efficiency across ticketing funnels

  •  

Impact

  • Established a repeatable model for data-informed creative strategy

  • Strengthened alignment between creative, marketing, and revenue teams

  • Elevated brand storytelling as a driver of business performance, not just awareness

 

Key Takeaways

  • Storytelling + data = measurable growth

  • Creative must operate as a revenue function

  • Full-funnel alignment drives conversion, not just awareness

Execution

Execution Highlights

  • Developed season-wide campaign platform and visual identity

  • Rolled out cross-channel creative across digital, social, broadcast, and in-venue

  • Partnered with media and analytics teams to optimize performance in real time

  • Created modular content system to support ongoing campaign evolution

The Strategy

1. Shift from promotional to narrative-driven marketing
Moved away from transactional messaging toward a story-led campaign that emphasized experience, identity, and emotional connection.

 

2. Integrate data into creative decision-making
Partnered with analytics and marketing teams to:

  • Identify key audience segments

  • Optimize messaging by channel

  • Adjust campaign timing and spend dynamically

 

3. Build a full-funnel ecosystem
Ensured consistency and reinforcement across:

  • Paid media

  • Social

  • Email

  • In-venue experience

  • Ticketing touchpoints

Opening Day
Baseball is Back

Supporting Creative

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