Helping 2 million people navigate Seafair

Leading digital strategy for one of Seattle’s largest events.

Seafair is unlike most marketing jobs.

You’re not selling one product. You’re communicating dozens of events, hundreds of activities, multiple venues, changing schedules, transportation plans, sponsors, weather contingencies, ticketing updates, and safety information to millions of people—often in real time.

When I joined Seafair, my focus wasn’t simply generating traffic.

It was reducing friction.

Every email, landing page, event guide, FAQ, social campaign, and advertisement had one job: make attending Seafair easier.

That meant simplifying complicated information into something families could understand in seconds. Knowing what people would ask before they asked it. Creating content that answered questions instead of creating new ones.

The results showed up in more than engagement metrics.

Attendance grew.

Revenue grew.

One example was Seafair’s Fourth of July celebration, where event revenue increased 33% year over year while continuing to improve the guest experience.

The work extended beyond digital campaigns.

I led creative direction across event branding, signage, sponsorship activations, email marketing, web strategy, advertising, printed materials, and visitor communications. Every touchpoint needed to feel like it belonged to the same event.

The most rewarding part wasn’t the numbers.

It was knowing that millions of people relied on the information we created to plan one of the biggest weekends of their summer.