Campaign Strategy & rolloutCampaigns should connect audience, product, and purpose. Make your next launch count by building a world for your audience to engage with, and then convert in.
Indo Warehouse at Brooklyn Mirage (NOX)
Challenge: Position Indo Warehouse's biggest New York show as a cultural moment for both the South Asian and music community at large, and sell out the venue.
Approach: As a producer and strategist on the NOX content team, I helped develop a narrative around Indo Warehouse's global rise and NYC roots, working with the artists and venue to craft content that honored South Asian culture while building hype and providing vital information for show day. We launched targeted content pre-show and maintained momentum during and post-event.
Results: Sold-out show at Brooklyn Mirage, a 40% increase in pre-event engagement compared to the previous tour, and brand resonance leading into a SEA tour run.
Money Heist: The Experience (Netflix / Fever / JJLA)
Challenge: Launch a new, immersive event for one of Netflix’s most successful global IPs — Money Heist — in NYC and Miami, with content that would build hype, stay true to the show’s tone, and drive early ticket sales.
Approach: As producer and editor, I led content creation across the launch lifecycle — from teasers to announcement videos to on-site coverage. I collaborated with Netflix brand teams and Fever’s partnerships and editorial teams to ensure brand fidelity and narrative consistency across platforms, while adapting the rollout to each local market.
Results: Contributed to a multi-city launch that earned early press coverage, drove strong pre-sale ticket momentum, and set a performance benchmark for enterprise IP events.
Why Netflix Took a Theatrical Approach to Immerse Attendees for Its 'Money Heist' Experience - BizBash & JJLA
(photos by me)
Avril Lavigne – Love Sux International Tour/Album Cycle (NOX)
Challenge: Reignite a legacy artist’s cultural relevance and commercial momentum in a fragmented digital landscape — coordinating the rollout of Avril’s comeback album, tours, and subsequent single releases across channels where younger audiences were just discovering her for the first time.
Approach: I supported the Love Sux cycle and subsequent tour/single releases across social and merch channels, collaborating with Avril’s label, tour team, and internal NOX creatives to align messaging with press, tour dates, and product drops. My role centered on cross-team coordination, social strategy development, community management, and trend analysis to guide content planning that resonated with both legacy fans and new audiences.
Results: Contributed to a 40%+ increase in Avril’s Instagram and Spotify followers, viral launch moments on TikTok, and consistent merch sell-through tied to tour milestones. Helped reintroduce Avril’s brand with authenticity and energy across a multigenerational fan base.
Paradise Club — Brand Growth & Content Production (Edition Hotels / NOX)
Challenge: Establish Paradise Club, a hotel venue in the heart of Times Square, as a credible nightlife destination for both NYC locals and tourists — a major challenge in a neighborhood typically avoided by New Yorkers seeking authentic music and cultural experiences. The goal was to shift perceptions and position the club as a hub for discovering rising and major DJ talent in a high-end setting.
Approach: I contributed to content strategy and campaign direction, helping shape Paradise Club’s distinct voice through photo / video production and other promotional material. I co-led weekly content shoots during live events, working closely with talent, promoters, and venue staff to capture the energy and aesthetic of the club in real time. The content rollout balanced creative experimentation with consistent execution across channels.
Results: Nearly doubled Instagram following during my tenure, signaling real brand momentum and growth in cultural relevance. Content produced during this time helped attract stronger bookings, boosted online visibility, and pushed the venue toward a more respected status within NYC nightlife circles.
TeraWulf - Brand Growth & Website Relaunch (NOX)
Challenge: Support the growth of TeraWulf, a publicly traded Bitcoin mining and HPC hosting company, from early-stage visibility through to investor trust and digital infrastructure — all while navigating the regulatory pressures of a volatile industry.
Approach: Across a multi-year partnership, I helped launch and scale TeraWulf’s brand presence. I led the creation of educational content to demystify Bitcoin and energy usage, managed social channel growth, produced facility tour videos to showcase operational momentum, and coordinated campaign messaging for major updates. As project manager and content lead for their website relaunch, I collaborated with stakeholders and developers to structure messaging for clarity, performance, SEO, and credibility.
Results: Helped TeraWulf establish a confident, accessible brand voice across investor, media, and customer touchpoints. The website relaunched on time with improved UX and messaging clarity. During this period, email list size grew by 350% and the stock price saw a sustained increase of over 600% from its 2022 low, supported in part by increased visibility and investor engagement.