VEVO
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EXPERIENTIAL
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VEVO | EXPERIENTIAL |
As part of my leadership role at Vevo, I oversaw the Experiential and Events team, driving the strategy, creative, and execution of brand experiences that brought Vevo’s identity to life in physical environments around the world. Our work focused on transforming core brand values—music, storytelling, and cultural relevance—into immersive, real-world experiences that resonated with both industry and fans.
From large-scale festival activations at events like SXSW and The Great Escape, to premium industry showcases at the Cannes Lions International Festival of Creativity, and Vevo’s annual Upfronts, I led the development of high-impact environments that served both marketing and strategic partnership goals.
These activations spanned branded content installations, artist-driven performances, custom builds, and digital integrations, all designed to reflect the evolving tone of the Vevo brand. Working cross-functionally with design, partnerships, content, and production teams, I ensured every detail—from spatial design to narrative flow—reinforced our creative identity and enhanced our visibility with key stakeholders.
This body of work deepened Vevo’s footprint across global events and strengthened its position as a cultural tastemaker and creative partner in music video innovation.
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Led experiential activations at SXSW, The Great Escape, Cannes Lions, and Vevo’s Upfronts, ensuring alignment with both global and regional brand strategy.
Translated abstract brand principles into real-world physical spaces, combining environmental design, artist integration, and digital extensions.
Played a key role in positioning Vevo as a forward-facing creative partner to advertisers, artists, and industry stakeholders through elevated live presence.
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Oversaw production budgets and forecasting across multiple tentpole events, balancing creative ambition with fiscal discipline.
Negotiated with vendors, venues, and third-party production teams to maximize impact without overextending resources.
Ensured on-time and on-budget delivery across dozens of international touchpoints, reinforcing Vevo’s reputation for world-class execution.
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Led cross-functional collaboration across design, content, marketing, and external partners to ensure message and experience consistency.
Integrated live experiences with social campaigns, artist performances, and digital marketing, turning each event into a multi-channel moment.
Supported major brand milestones and content launches with complementary in-person activations, increasing engagement and extending lifecycle impact.
