ticketleader live events

TicketLeader is a full-service ticketing company in Vancouver, BC. In 2023 and 2024, I supported marketing for TicketLeader events as part of the PNE Marketing team, promoting concerts, conventions, festivals, sports events, and more across PNE grounds and off-site venues. From announcement to show day, I executed marketing strategies to drive awareness, ticket sales, and overall event success.

RESULTS & IMPACT

Led end-to-end marketing and communications for over 100 shows annually, including major concerts, festivals, and sporting events. Executed campaigns for high-profile shows such as Sabrina Carpenter, contributing to multiple sell-outs and highly successful on-sales. Notably, drove the first-ever sell-out South Asian concert at the Pacific Coliseum, while building strong, lasting relationships with promoters and stakeholders.

TicketLeader on-sale emails saw a 25% increase in click-through rates year over year, social media campaigns generated over 2 million impressions, and TicketLeader ticket sales saw a 15% increase in overall ticket sales year over year, amplifying awareness and engagement across audiences.

100+

TicketLeader events annually
25%

Increase in on-sale email CTRs
2 million

Over 2 million impressions per social media campaign
15%

15% increase in overall TicketLeader ticket sales compared to the previous year

Responsibilities

CAMPAIGN EXECUTION
Created the email plan and deployed a variety of emails for each TicketLeader event from start to finish. These emails included announcement emails, pre-sale & on-sale emails, “know before you go” emails, last minute communications to attendees (seat upgrade information, set times etc.), promotional emails with special offers and post-event surveys.
All emails were designed with compelling creative, consistent branding, recognizable brand voice and actionable CTAs that aligned with each event’s objectives.
AUDIENCE SEGMENTATION
Developed tailored audience segments for each campaign, leveraging customer behavior and engagement data such as past purchasers, landing page visitors, and abandoned carts. Messages were A/B tested to refine performance and ensure each email resonated with the most relevant audiences.
CROSS-DEPARTMENT COLLABORATION
Worked closely with external promoters, the ticketing team, the operations team and other departments to ensure all communications included accurate, up-to-date event information.
RESULTS-ORIENTED OPTIMIZATION
Leveraged A/B testing insights and campaign analytics to continuously enhance email performance—driving higher open rates, click-throughs, and ticket conversions across diverse event categories.
Developed the social plan for each TicketLeader event and executed event-specific social strategies tailored to Vancouver audiences and past purchasing insights. Managed TicketLeader’s Facebook and Instagram, crafting engaging copy, scheduling content through Vista Social and Later, and optimizing posts for reach and engagement. Created organic event content, including short-form videos—several achieving viral reach and driving awareness and ticket sales.
For each event, I built and managed the event pages on PNE.ca and TicketLeader.ca using WordPress. Each page was designed to highlight key event details and create a seamless ticket-buying experience through clear “Buy Tickets” calls to action. Regularly updated the TicketLeader website to highlight upcoming events, refresh FAQs, and maintain an intuitive, user-friendly browsing experience.
Following each event announcement, I coordinated the placement of event graphics across digital screens throughout PNE venues to reach on-site audiences and drive ticket sales. Using MagicInfo, I uploaded content, created targeted playlists, and scheduled tailored rotations for each screen to ensure the right events were promoted to the most relevant audiences.
Led a team of photographers and videographers, providing clear creative direction to capture essential event content, including crowd shots, artist close-ups, and behind-the-scenes moments. Coordinated their access and schedules for each event, ensuring smooth operations on-site. Once content was captured, I organized and distributed assets to the wider team for use across marketing channels.
Collaborated with external partners, including Jellyfish Marketing and Stingray, to plan and execute digital ad campaigns for each event across Google Ads and Meta Ads. Coordinated strategy, creative, and targeting to maximize reach, engagement, and ticket sales for diverse audiences.
Worked closely with external promoters and the in-house design team to create marketing assets for each event. Adapted and resized graphics to fit the specifications of all marketing channels, ensuring consistent branding and visual impact.
When an event was underperforming, I developed and executed targeted strategies to boost engagement and ticket sales. This included creating new promotions and ticket giveaways, coordinating artist-driven content, and producing additional organic social posts. I also ran boosted posts and digital ads using retargeting strategies, reached out to work with influencers, repositioned event graphics to more prominent spots on webpages, and sent additional reminder emails to drive awareness and conversions.