DIGITAL MARKETING & REVENUE STRATEGY
Digital marketing has become one of the most important ways organizations build relationships with their audiences. My role spans the Mariners' owned digital channels, including email, text, web, and app, while also helping shape the club's digital advertising strategy. The focus is simple: create a better fan experience while using personalization and data to drive business results.
LIFECYCLE MARKETING
Our email strategy is built around delivering the right message at the right time. We rebuilt welcome journeys, abandoned cart flows, audience segmentation, and personalized messaging to create a more relevant experience throughout the fan journey, layering in segmentation to reach the right fans at the right time — from geo-targeted late-game sends for the Seattle area to promotions tailored to past purchase behavior.
Recognizing strong performance around our lowest-priced ticketed games, Value Games starting at $12, we introduced dedicated Value Game emails ahead of each series, now some of our highest-performing sends.
The strategy has also transformed how we drive ticket revenue. Rather than relying on broad promotional emails, campaigns are built around fan behavior and purchase history, helping turn interest into action. Since 2020, the Mariners' email audience has grown from 250,000 subscribers to more than 675,000.
TEXT MESSAGING
We launched the Mariners' text messaging program to create a more direct relationship with fans. Since then, the channel has grown to more than 65,000 subscribers while becoming an important part of our digital marketing strategy.
One of the most successful initiatives has been weaving player-driven content into the program through selfies, videos, and messages directly from players. That approach consistently outperforms traditional promotional messaging while creating a more personal connection between fans and the team.
DIGITAL EXPERIENCE
Across the Mariners' website and app, we've focused on making the fan journey simpler and more intuitive. From improving navigation and prioritizing tickets to optimizing content for Answer Engine Optimization (AEO), the goal is to help fans find what they're looking for faster while preparing our digital ecosystem for the future of AI-powered search and discovery.
DIGITAL ADVERTISING
Paid media plays an important role in extending the reach of our marketing efforts. Working closely with our internal team, I help shape digital advertising strategy by identifying new opportunities, evaluating performance, and developing more personalized campaigns.
One example has been weather-triggered advertising that automatically adjusts messaging based on local conditions. The initiative delivered a 25.24 ROAS, outperforming our overall Meta ROAS by $8.40, and demonstrated how smarter automation can create more relevant experiences while improving performance.
THE RESULTS
Email audience grown from 250K to more than 675K subscribers
Text messaging program launched and grown to more than 65K subscribers
Club-record digital marketing revenue in 2025
Weather-triggered advertising delivering $25.24 ROAS
