Electric Daisy Carnival, Las Vegas

Reigniting and rebuilding the engine that drives the Insomniac Events portfolio. Coming out of the pandemic, the mission was to rebuild a marketing infrastructure that would support a quick ramp-up of the business and exceed pre-pandemic festival and event volume.

Immediately, I reorganized the marketing team and began hiring, followed by onboarding, training, reestablishing procedures, and clear direction. In tandem, I shifted the marketing mix, expanded into more social media channels, and ensured one efficient paid acquisition engine, combined with category-leading creative, drove the entire portfolio.

On the media side, the work was similar — repositioning existing resources, rehiring, onboarding, and reestablishing best practices and ways of working. And, finally, I had to turn this new organization into a cohesive team that would work well together over time, producing great work that sells tickets and builds long-term IP value.