Go-to-market strategy for $3B 3M sq. ft. entertainment destination across from MetLife Stadium, E. Rutherford, NJ, featuring 15+ attractions (from Nickelodeon, DreamWorks, Merlin Entertainments and Cirque du Soleil) plus 100 dining and 450 retail locations.
Multi-faceted leadership role within a multibillion-dollar organization operating as fast-paced start-up. Built the operational infrastructure for the creative design, partnership marketing, events/activation, and sponsorship functions.
Crafted a compelling brand story to open doors and engage A-level brand collaborations across a variety of industries and sectors, including iHeartMedia, NBC Universal, Coca-Cola, Lyft, Kanye West, NFL and NHL teams, Chase and Samsung. Designed and led brand integration across a full spectrum of emerging, advanced and traditional MarComm channels.
Shown: Partnership marketing collateral and pitch materials (VR fly-through not shown) showcasing on-site customer engagement ideation and experiential spaces in the making. (Excerpts shown.)
Leadership areas:
Corporate Brand Strategy
Storytelling & Positioning
Creative Direction
Copywriting
Content and Asset Development
Partnership Marketing
Sponsorship Pricing Strategy and Valuation
Contract Negotiation
Guest Experience
Marketing Operations & Best Practices
10-Year Exclusive Beverage Partnership Strategy
Strategy and development of first contracted partnership with term value of $70MM. Defined and streamlined marketing integration and brand alignment for the Coca-Cola portfolio, development of partnership terms and dealpoints, and YOY revenue management.
Directed across C-Suite and Executive teams: American Dream/Triple Five Group and Coca-Cola NY, NJ and Atlanta, GA/HQ
Multi-Disciplinary Workstream Management: Marketing, Sales, Creative, Design, Architecture, Leasing, Guest Services, Security, Events, Operations, Tech, Research, Legal
Shown: Branding and content used in partner brand book (partial book shown here), pitch materials, videos and architectural renderings. (Excerpts shown.)
Leadership areas:
Master-Class in Coca-Cola portfolio brand(s) and marketing strategy
Co-Branded MarComm across Digital, Physical and Traditional Media and Marketing
Creative Strategy, Design and Brand Experience: Attendee Journey, Branded Environments, Exclusive Events and Activations
Proprietary Technology Development: App Development, Data Capture and Analytics Systems, GPS / RFID Tracking, AR and AI integration
Research and Data: Consumer Behavioral Analytics, Attendance Tracking, Purchase and Buying Patterns (Forecasting models)
Brand and Marketing Vision for Concerts & Attractions across the MSGE portfolio.
Marketing and branding of MSG Arena, Radio City Music Hall, and the Theater at MSG events and venues. Record-breaking YOY ticket sales of concerts, theatricals, special events and attractions at proprietary venues plus Broadway, Carnegie Hall and Citi Field. Cross-property marketing campaigns and collaborations: NY Knicks, NY Rangers, Christmas Spectacular, WE TV, Bravo, MSG Network, FUSE, and Cablevision. Drove $50MM+ in annual ticket sales plus associated business unit revenue, with partnership marketing and earned media at nearly $7MM+ annually.
Website launch marketing lead; overhaul and upgrade of ticketing capabilities, data capture, UX, content and e-commerce. Co-branded partnership oversight of multi-year category sponsorships and brand campaigns, including American Express, Mercedes Benz, Chase, Diageo and E*Trade.
Leadership areas:
Venue Brand Experience
Ticket Sales
Website Development
Marketing and Communications
Data Capture x Research x Insights
Advertising
Website Development Team
Content Development
IP Show Launches
Agency Relationship Management
Sponsorship Marketing
Built Internal Revenue-Generating Agency
Membership & Loyalty Acquisition
Artist Relations
sizzle reel
Renegotiation strategy of national multi-year partnerships up for renewal across industry heavyweights at a time when Citi, Chase and Visa were creating competitive strategic alliances in the entertainment industry and engaging consumers on a mass scale. Result: increased portfolio valuation from $16MM to $31MM.
Closed the loop across the consumer and B2B experience by expanding American Express’ relationship with core access partners, including TICKETMASTER, LIVE NATION, AEG, MADISON SQUARE GARDEN ENTERTAINMENT, STAPLES CENTER, and the NBA & NHL teams. Increased ticket sales and usage across Blue, Gold and Platinum cards through improved branding and digital placements. Developed robust programming and content across live, digital and mobile platforms. Overhauled massive ticket tracking system, reconciling counts and averting Ticketmaster PR and audit crises.
Leadership areas:
Internal Business Audit x Brand Strategy
Brand x Competitive x Industry Analysis
Program Assets Valuation
Original Content Strategy
Consumer Journey x Entertainment Ecosystem
Brand Experience Campaign
Ticketing Capabilities Upgrade, Technology and UX
Consumer Behavior and Predictive Sales Analysis
New Revenue Strategy
Data Mining, Research, Insights and Analytics
Partnership Marketing Proposed Activations
With a friends-and-neighbors approach, American Dream sought to secure a New York Jets alliance, enabling all parties to enjoy and maximize consumer engagement across the entertainment property MetLife Stadium. Ideation to support long-term fandom and consistent consumer programming and brand touchpoints, including events, digital marketing, ticket sales, retail, and philanthropy, both on and off-season.
Shown: Brand activation opportunities across the American Dream property. Delivered ideation, brand strategy and creative direction.
Leadership areas:
Brand Strategy x Experiential Integration
Creative Direction
Research and Insights
Events x Operations x Logistics Management
Organizational Transformation: Re-Brand, Marketing Operations and Business Development
Recruited by CEO and President as first executive hire to advise, support and deliver company’s transformation and growth strategy. Re-branded and positioned industry-favorite live events company for sale after previous attempts. Created infrastructure for business development and sales, and company-wide best practices for marketing and design disciplines. Brand x Business triage provided a clear value proposition, mission and story, as well as robust marketing and media plan. Result: with an increased brand equity and financial valuation, company was successfully sold.
Client leadership, business development and cross-functional team management delivering brand experiences and activation ideation for Tier-1 brands including NIKE, SAMSUNG, TNT/NBA, VIACOM, BLOOMBERG PHILANTHROPIES and AMC.
Awards include:
Grand Clio, Experiential/Engagement: Nike Zoom City Arena (w/ NBA), 2015.
Gold Clio, Architectural Interior, Nike Zoom City (w/ NBA), 2015.
Silver Clio, Integrated Campaign (Television Streaming): Vikings Season 3, HISTORY, 2017.
Event Marketer Experience Design & Technology Awards — Best Combination Of Event Technologies (B-To-C): AMC Fear the Walking Dead @ Comic-Con, 2016.
Member of leadership team. Direct and dotted line management of Marketing, Design, Creative, Strategy and Business Development.
Shown: Corporate Look-Book with new branding, utilized in go-to-market strategy. (Excerpts shown.)
Leadership areas:
Business x Brand x Revenue Audit
Brand Strategy and Development
Competitive Analysis
Business Development
RFP Response
Website Re-Design
Marketing Strategy and Planning
Content Strategy and Development
Executive & Thought Leadership Communications
Marketing Operations
Employee Engagement
EventTech GOLD Award Winner
Current state: PIVOT
Brand experience, programming and marketing strategy for confidential multi-format music and cultural arts festival launch in U.S. entertainment district. Operational strategy and planning of marketing, sales and content development functions, teams and budgets.
COVID-19 Shift: Strategy and assessment for 2021 launch, driven by implementation of critical health and safety protocols. Reviewing next steps and financial forecasting around brand positioning, visual and creative assets, marketing and business strategy. Community and industry outreach. Project currently on hold.
Leadership areas:
Investor and Partner Crisis Management
Budgeting: Options and Forecasting
Content and Social Strategy
Programming and Event Curation
Vendor and Agency Management
Business Strategy: Evolving Options and Risk Assessment
Communications x State and Local Municipalities, Community Organizations
Media and Content Partnerships
Key Category x Local Sponsorships
Re-Branding and Launch of Hospitality, Sports & Entertainment Destination
Transformational brand perception shift of underperforming ski property to $150M year-round mountain experience destination. Re-brand and 360 launch marketing plan, provided access to multiple consumer targets, increasing attendance by 30%. Recruited to takeover $1.2 mil extensive website development. Spearheaded complex name-change process.
Leadership of multiple C-Suite stakeholders with competing goals. Led a dozen internal and external teams, partners and agencies collaborating across Brand, Creative, Design, Marketing, Media, Digital, Research, IT, Legal and Operations.
Shown: Brand Book: A commemorative timeline of Canyons’ re-brand, from strategy and positioning to marketing and activation. (Excerpts shown.)
Leadership areas:
Business x Brand x Revenue Audit
Brand Strategy
Positioning Development
Name Change Exploration / Execution
Logo Audit and Design
Portfolio Architecture (Hospitality, Entertainment, Dining, Retail, Activities, Real Estate)
Trademark & IP Protections
Competitive Analysis
Website Re-Design & UX Overhaul
Content Strategy: Digital, Social, Traditional
Content Dev: Video, Social, Publishing, Blogs
Style Guide
Multi-Channel Marketing
Social and Communications Strategy
Marketing Operations
Canyons can offer “Urban Explorers” and “Adventurous Families” a breath of fresh air — surprising them with both the accessibility of natural experiences with the thoughtful sophistication of the human experience
A “challenger” this size has a real opportunity to shake up the category, but Canyons cannot be all things to all people — Canyons must be the best choice for the right people
Both groups share a desire for new experiences and a more balanced life — but often find it too time-consuming and complex to feed their curiosity as much as they would like
Assets for digital, print and OOH
Re-position brand using “to mountain” as a verb, and metaphor for life. Digital and print advertising
HOW DO YOU MOUNTAIN? campaign evolves into a community-engaging contest, inviting the target audience to submit user-generated video content for a chance to win a 4-month blogging gig at Canyons
Ultimate Mountain Gig contest submissions and winner
Brand strengthening and engagement across digital, social, print, OOH, partnerships and other marketing platforms
Brand Experience and Consumer Engagement supporting Retail Location
Ideation and creative direction for activations supporting new Swarovski within American Dream entertainment destination (E. Rutherford, NJ), the brand’s soon-to-be flagship location in North America. As a secured tenant of a 3MM sq.ft. property, Swarovski’s directive was to increase brand awareness, exposure, consumer recognition and store traffic … and have some fun.
Shown: Brand activation opportunities across the American Dream property. Delivered all ideation and creative direction.
Leadership areas:
Brand Strategy x Experiential Integration
Creative Direction
Architectural Feasibility
Leasing x Operations x Logistics Management
