OUTSIDE LANDS

Over three seasons, I moved the festival’s social strategy beyond just "posting content" to running a high-conversion revenue engine.

By aligning organic voice with paid optimization, I led a 60-day launch that drove $17M in ticket sales, with over $812K coming directly from organic channels.

My onsite strategy focused on aggressive platform growth, resulting in a 45% lift in feed impressions and a 352% YoY surge in Stories reach by capturing the actual energy of the park. From backstage artist sessions to sustainability campaigns that felt authentic, I made sure every piece of content drove massive community engagement and a clear bottom-line ROI.

SELECT PHOTOS BY ONSITE PHOTOGRAPHER JERM COHEN

CLUSTERFEST

For the festival’s inaugural year, I was tasked with building a digital presence from the ground up and proving the concept for a brand-new comedy and music hybrid. I led a social strategy that delivered 29M impressions and 825K engagements, driving a 100% growth rate from zero to 15K followers in the first year.

By leveraging paid social to support our organic voice, I helped drive over 7K purchases, resulting in $1.55M in launch revenue.

On the ground, I focused on turning physical activations—like our viral pop-up experiences—into high-performing digital content that solidified the festival's identity in a crowded market.

LOST LAKE

For the debut of this Phoenix-based festival, I built the digital presence from scratch, scaling the community to 34K followers and generating 21M impressions in the first year alone. My goal was to create a brand voice that resonated deeply with the local market; we achieved some of the highest positive sentiment the company had ever seen (67% positive vs. just 2% negative).

On the ground, I managed the real-time energy that led to 115K engagements in a single weekend. Beyond the numbers, I drove pre-festival hype by securing nine artist takeovers—including Futuristic and Calexico—connecting performers with local vendors to build authentic community roots before the gates even opened.

GRANDOOZY

For this Denver-based festival, I built the social strategy from the ground up, driving 16.5M impressions and building a community of 26K fans in its first year.

To establish our initial audience, I executed a giveaway campaign that resulted in a 21% entry rate. I also partnered with our influencer marketing team to turn lineup announcements into local content, including a craft beer takeover that drove 20K engagements and $5K in media value.

Over the festival weekend, our real-time coverage exceeded our targets, surpassing our impression goals by 27% and engagement goals by 87% to finish the campaign with over 1M total engagements.

PHOTOS BY ONSITE PHOTOGRAPHERS JASON SIEGEL & FRANCIS SYLVEST JERM COHEN

ARTISTS

I managed and executed end-to-end social strategies for major album releases and global tours.

Working directly with artist management and marketing teams, I built digital frameworks designed to mobilize fanbases and convert social engagement into ticket and merchandise sales.

My work spanned a diverse roster of artists including:

Kesha, Rita Wilson, Angelique Kidjo, James, Seether, Lynyrd Skynyrd, Imelda May, Martin Sexton, Trisha Yearwood, Trace Adkins