Mardi Gras

I led strategy and project management for an integrated marketing campaign for Mardi Gras 2018 with a short ~2 month timeline to execute. Our teams had recently re-organized, so I worked diligently to establish a new interaction model and clear clear responsibility “swim lanes” for a 10 member project team. I leveraged previous years’ data insights to inform goals and strategy, landing on a content-focused approach to empower key segments of drivers to get on the road during Mardi Gras. Channels included email, in-app, web, paid social, and an in-person event for drivers to pick up a kit of Mardi Gras themed swag and essentials.

• 15% increase YoY in trips

• 45%+ open rates on content sent to drivers