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Marketing Communications Manager
(Growth & Sales) |
Toronto & Stratford, ON | Live Events

Overview

Provocation needed ticket demand fast across a lineup of live events on a short runway. I built an integrated go-to-market system across paid media, earned media, and owned media so discovery translated into ticket checkouts: conversion-focused web/landing pages, Meta campaigns, email pushes, and press releases + outreach to compound reach and credibility.

Goals

  • Drive ticket sales across the fall event lineup within a tight timeline

  • Improve conversion from traffic into ticket purchases (less friction, clearer CTAs)

  • Create repeatable launch cadence across paid + email, supported by earned media

7 of 8

events sold out within two months

$0.54

average cost-per-click on Meta Ads

What I built

Owned Media (Website + Landing Pages)
Managed website updates in Duda and optimized event landing pages for clarity, scannability, and a cleaner path to ticket checkout.


Paid Media (Meta Ads)
Ran targeted Meta campaigns with creative + audience iteration to drive efficient, high-intent traffic to event pages.


Earned Media (Press + PR)
Wrote press releases and supported media outreach to increase coverage, expand reach beyond paid, and strengthen event credibility.


Lifecycle Support (Email)
Executed email pushes aligned to event timing: announcement → reminder → last-chance to drive urgency and conversions.

PIF Funnel (1).png

A high-level snapshot of how paid + earned awareness was converted into ticket intent using focused landing pages and segmented Mailchimp follow-ups.

Key moves that made it work

  • Tightened message match across paid ads → landing pages → ticket checkout

  • Built a repeatable campaign rhythm (launch, reminder, urgency) across channels

  • Used earned media to amplify visibility while paid handled conversion pressure

  • Improved the web experience so visitors found the what/why/when fast and acted

Outcome

A strong sell-through result within a two-month runway, supported by an integrated channel mix and conversion-first execution.

Metrics rounded. Select internal process details summarized for privacy.

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