San Diego Gulls
Beginning as the Digital Marketing Coordinator, after a year I was promoted to the Digital Marketing Manager of the San Diego Gulls. Upon my promotion, I was responsible for our social media, digital ads, email marketing, mobile app, website, and managing the Digital Marketing Coordinator.
I built and managed a content calendar, taking particular care to revitalize our social media voice, increasing content interactions by 120% on Instagram and increasing reach on Facebook by 282%. Additionally, I revamped our digital ad strategy, doubling ROAS for social ads and resulting in best ever return across all paid advertising.
I had the opportunity to flex my skills in a variety of ways from launching our TikTok and earning over 5.8 million views in our first seven months to shooting the photography for our first merchandise launch with Violent Gentlemen. Additionally, I was recruited to help with our NHL affiliate, the Anaheim Ducks, by creating content during the rookie tournament, training camp, and preseason.
Case Studies
Specialty jerseys are a key piece of American Hockey League teams and I had the fortune of guiding the Gulls through the launch of their third jersey on social media.
Additionally, I led all of the digital marketing (social media, email marketing, ad spend, and app marketing) for our Disco Night, helping us to achieve our best revenue night of the season.
On March 2, 2022, our goaltender had an all-time great performance, recording 51 saves and scoring a goal. Both feats are incredibly rare in the support so I knew this was a moment we had to capitalize on.
Afterwards, I joked that I didn’t stop typing and posting for three hours following the goal, but it was well worth it. With the tweet making it to the NHL TNT broadcast and circulating on hockey Twitter despite it being late on the east coast.
Following the game, our marketing department came together to get the most value out of the moment, selling a shirt and using it as one of our bobbleheads the following season. All of which we continued to post about to great returns.
Meeting The Moment
Using the virality of the goalie goal, I launched the SDGullsAHL TikTok. Leaning into trends and popular sounds, using things that all hockey fans could resonate with (ice removal at the end of the season) and finding a way to integrate TikTok specific lingo (“We promise this doesn’t hurt the horse.”) in the copy, we were able to rack up over 5.8 million views in our first seven months.
