Annual Integrated Marketing Strategy

Grow ticket revenue, increase attendance, attract new fans and strengthen engagement with existing customers across 75 home games annually.

Director of Marketing

I developed and executed the organization’s broader marketing strategy, including approximately $1 million in annual advertising spending. Each year, I developed our annual marketing recap and forward-looking plan and presented them to executive leadership and our Board of Directors. The recap analyzed previous performance, identified opportunities and established priorities for the following season, becoming the foundation for our paid media strategy, content calendar, promotional priorities and digital initiatives. Our strategy combined Google Search, Meta, YouTube, programmatic display, CTV, streaming audio, broadcast television and out-of-home advertising, supported by organic social, SEO, website optimization, segmented email marketing and SMS. Awareness channels introduced the Indians to potential customers, search captured existing demand, and email and SMS helped convert and retain fans. I also managed our relationship with Hirons, providing strategic direction, reviewing performance and coordinating messaging with our internal communications and creative teams. This work involved executive leadership, ticket sales, corporate partnerships, promotions, communications, our marketing team and Hirons.

Our email marketing generated more than $250,000 in directly attributed revenue. I also launched our first SMS marketing program, acquiring more than 10,000 subscribers in six months and generating over $50,000 in incremental revenue.