OCSE

DIGITAL MARKETING & ANALYTICS

As a Digital Marketing & Analytics Manager for OC Sports & Entertainment, I led digital marketing for Anaheim Ducks Hockey Development, The Rinks Foundation, and Great Park Ice & FivePoint Arena. I also served as the subject matter expert for website analytics, overseeing Google Tag Manager and Google Analytics for brands across the organization's portfolio.

Hockey player skating

LIFECYCLE MARKETING

I led lifecycle marketing processes using Oracle Eloqua and Eloqua Engage, generating over $1.4MM in ecommerce revenue across the company's product portfolio. I accomplished this through targeted customer segmentation, automated flows, and constant collaboration with product and program staff to identify and fix customer communications roadblocks.
Email preference center example
Email marketing example template
Email marketing example template
Rinks email example.
Rinks hockey email example
Rinks email example.

The Rinks & Great Park Ice Welcome Automation

For this automation, I leveraged website traffic and direct - through site interstitials - traffic to sign up for a weekly newsletter for news and promotions. Leads then are funneled into a nurture automation of six emails that highlight specific offerings and programs. Eloqua segments are populated dynamically based on email interaction for further follow-up. Google Data Studio is used for reporting traffic to each website.

Newsletter interest form with preferencesMarketing automation example

E1 (39% OR; 33% CTOR; 10% CTR)

Email marketing example template

E2 (30% OR; 26% CTOR; 5% CTR)

Email marketing example template

E3 (31% OR; 35% CTOR; 9% CTR)

Email marketing example template

E4 (32% OR; 32% CTOR; 8% CTR)

Email marketing example template

E5 (33% OR; 20% CTOR; 4% CTR)

Email marketing example template

E6 (21% OR; 7% CTOR; 1% CTR)

Email marketing example template

Google Data Studio Report - Website

Digital marketing attribution dashboard example

Anaheim Ducks Youth Learn to Play Lead Nurture

For this automation, which is referenced in the Integrated Campaigns section, I used Facebook Lead Gen Ads integrated with Eloqua to obtain new leads for Anaheim Ducks Youth Learn to Play. The main part of this automation is the filtering to exclude individuals who may have already signed up for a Learn to Play session, as well as filter/refer individuals who were better suited for First Strides, a program tailored more to learning to skate. Timespan for this campaign was a one-month active automation.

Paid social media ad examplepaid social media lead gen form example

Digital Infrastructure

Campaign & Content Standardization

I served as the subject matter expert for Google Tag Manager and Google Analytics for web properties across OC Sports & Entertainment, including Anaheim Duck ticketing and Honda Center. I implemented cross-domain tracking form the company's marketing page to transaction platforms like Daysmart and Ticketmaster to track marketing revenue. This process led to attribution of over $115MM to marketing channels, segments, and content.
Digital marketing reporting example

Email Marketing A/B Testing

I lifted click-to-open rate of The Rinks & Great Park Ice emails by 13% from Q1 to Q4, 2022 through A/B testing of email templates.

Email marketing a/b testing example

Standardized UTM Implementation Across Platforms

I led the standardization of UTM tagging across The Rinks & Great Park Ice email, social media, and web channels which allowed us to categorize content based on type and determine our most valuable content. This allowed us update our strategies to invest more in higher value opportunities to increase engagement and revenue.
Content marketing analytics example
A/b testing on website example campaign

Landing Page Optimization

I lifted conversion rates of targeted events by 33% through A/B testing for The Rinks Foundation.

Visualization Dashboards

I have created visualization dashboards using Google Looker Studio for several customer flows and reported marketing trends and campaign results. These include attributing millions in revenue to specific campaigns using UTM parameters. Revenue dashboards omitted from this site.
Email marketing anallytics dashboard

paid media & integrated campaigns

When planning a campaign, I follow the following process to determine audience, mediums, goals, and outcomes. During my time at ocV!BE Sports & Entertainment, my team used ClickUp to track the progress of individual campaign components and the campaign timeline.
Clickup project management software example

Planning & Integration Questions

  • What is the event/program/product we are pushing? What is the end-goal? What are our KPI's?
  • Who is the ideal audience we should target?
  • Which paid channels will help us reach our campaign goal?
  • How can organic channels best be utilized to help us reach our goal?
  • How can we break the campaign out for various channels and ensure it flows through our digital outlets with no friction? List out channels.
  • Are all areas/touch-points/links of the campaign consistently tracked? List them out.
  • Where are areas to follow up and ensure the best possible customer experience and engagement?
  • What will our process be for evaluating the success of the campaign based on the data generated and how can we optimize our assets in response?

2022 Holiday Public Skating

Holiday public skating across The Rinks & Great Park Ice is one of the busiest times of the year for the organization. Public skating is targeted to our broadest segment of skating interests and new customers looking for Winter ice skating opportunities.

Goal:

  • Reach $135,000 for one specific Rinks' location, with a stretch target of $175,000 for the month of December.

Process:

  • Main landing page created with public skating information across all Rinks & Great Park Ice locations.
  • Tracking parameters built for all marketing channels.
  • Targeted email marketing for themed holiday public skating events at multiple facilities and general holiday public skating options.
  • Paid Search campaign initiated targeting high volume search keywords identified through Google Search Console.
  • Automated Looker Studio dashboards created to track daily progress.

Results:

  • Reached $270,000 in revenue for above specific Rinks' location.
  • 40% increase in December public skating revenue across all facilities compared to 2021.
  • 4:1 ROAS for paid search campaign.

Anaheim Ducks Learn to Play

Anaheim Ducks Learn to Play campaign targeting new participant interest. This campaign started with Facebook Ads targeting general sports interests across adult and youth segments, which directed into Eloqua lead generation and nurture series to convert registrations for the program.

Goal:

  • Generate 250 new leads across youth and adult Learn to Play

Process:

  • Targeted paid social placements to adults with general sports interests, as well as a separate ad group for hockey interests. Second campaign targeted families with kids, with hockey and sports interests.
  • Ads were integrated with Eloqua lead forms, which funneled leads into nurture series. Confirmation page directed to Anaheim Ducks Learn to Play landing page from Facebook Ads.
  • Leads were also funneled to Anaheim Ducks Hockey Development staff for further follow up and conversion.

Results:

  • 581 new leads generated
  • 103 new Learn to Play program registrations

Anaheim Ducks Summer Hockey Camps

Anaheim Ducks Summer Hockey Camps are a series of camps that run from June through August each year across multiple Rinks facilities and Great Park Ice. These are targeted to players of all skill levels.

Goal:

  • Reach 650 participants for 2022

Process:

  • Main landing page created with all camp offerings, testimonials from Anaheim Ducks players, coaches information, and videos.
  • Integrated marketing through Anaheim Ducks, The Rinks, and Great Park Ice social media channels beginning two months prior to first camp.
  • Retargeted paid social campaign to traffic on all youth hockey pages, including camps page, as well as Rinks social media accounts.
  • Rinks & Great Park Ice newsletter inclusions, as well as targeted Eloqua emails to past participants, and current youth hockey players.

Results:

  • Over 700 participants for 2022

2021 Curling Night in America

Curling Night in America was an international made-for-television event, which we hosted in 2021 at Great Park Ice & Fivepoint Arena. This was the first ever curling event hosted at the facility.‍

Goal:

  • Reach $20,000 in ticket sales

Process:

  • Integrated marketing through Anaheim Ducks, The Rinks, and Great Park Ice social media channels beginning one month prior to event.
  • Targeted paid social campaigns to curling interests in Southern California directing to Facebook lead forms integrated with Eloqua nurture.
  • Retargeted paid social campaigns of CNiA landing page visits directing to purchase page.
  • Weekly Eloqua email campaigns across Ducks and Rinks lists driving purchases.

Results:

  • 473 new leads
  • >$20,000 tickets sales

Contact

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