Project Details
Project Title: Eventbrite Global Pivot (Standard and COVID Editions)Company Name: Eventbrite
Program: Global Content Strategy & Optimization
Role: Senior Marketing Copywriter & Editor
Challenge
Who: Eventbrite’s global marketing teams and independent creators.What: Content was fragmented across regional teams, leading to redundancy and inconsistency.
When: Exacerbated by the COVID-19 pandemic, which forced a pivot from in-person to virtual/hybrid experiences.
Why: Fragmented communication hindered the ability to rebuild trust and guide creators through industry disruption.
Advisory
The Big Idea: Move from regionally siloed systems to a centralized global publishing process to ensure brand consistency and operational efficiency.Strategy
Timeline: Executed across three quarters.Framework: Centralized Content Strategy combined with SEO and Audience Insights.
Collaboration: Partnered with product, design, and SEO specialists to ensure resources like the COVID resource hub were discoverable and cohesive.
IMPACT
Quantitative Results: Drove a 37% increase in blog traffic and a 26% increase in new user sign-ups.Efficiency: Reduced campaign turnaround times by 20% through editorial workflow improvements.
Trust: Positioned Eventbrite as a trusted thought leader during the industry’s pandemic recovery.