JFK x DONYC - WINTER JAZZ FESTIVAL
Marketing Director
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JFK T4 is one of the premier international airport hubs in the United States, managing millions of annual travelers and anchoring Queens' small to multi-chain business community.
DoStuff Media (DoNYC) is a dominant local lifestyle network, event listing, and experience-discovery platform utilized by millions of culturally active New Yorkers. -
Orchestrate the inaugural promotional launch under the JFK T4 & Do Stuff Media strategic partnership to rapidly drive the growth of T4’s digital consumer database through newsletter opt-ins.
The ultimate goal was to elevate T4’s overarching brand awareness and cement its public position as the official, exclusive gateway to signature New York City lifestyle experiences for global passengers, hub employees, and local residents alike, at to gain deeper insight on passenger lifestyle sentiments and affinities. -
New Vertical Marketing
The campaign required engineering a high value business proposition for T4, meeting its preset annual priorities, while developing a partnership that could speak to diverse segments: travelers and local community members of varying musical taste and ethnical background.
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Designed and executed the partnered campaign to deliver an exclusive Winter Jazzfest ticket giveaway. Leveraged the festival's massive lineup, (featuring over 500 musicians across a dozen iconic NYC venues), to package a grand prize containing two all-access festival passes and a premium two-night hotel stay.
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The initiative drove significant lifts in brand awareness and product penetration while demonstrating the tangible, daily operational benefits of the card.
By humanizing B2B financial services through relatable storytelling, the campaign achieved measurable increases in brand engagement on YouTube and new account conversion rates. -
As Senior Acquisition Marketing Manager , I provided executive leadership, strategic planning, and cross-functional team deployment to architect the "Designed with Your Business in Mind" campaig.
I conducted a business and marketing intelligence analysis, led customer behavior research, and TOF-MOF lifecycle planning to drive brand affinity and consideration.
Isis orchestrated the launch of the Winter Jazzfest Sweepstakes, cementing the first initiative launched under the strategic partnership between JFK T4 and Do Stuff Media. The primary objective of this collaboration was to drive newsletter opt-ins, ultimately enhancing T4's brand awareness and build its position as the gateway to exclusive New York-centric experiences for passengers, employees, and locals alike.
The Winter Jazzfest 2022, celebrating its 18th year, boasted an impressive lineup of over 500 talented musicians performing across a dozen iconic venues in NYC. The festival's theme, "The Feel Good," honored the richness of Black American music, adding a meaningful touch to the event's vibrancy. T4 offered an irresistible prize package, featuring two all-access passes to the festival and a delightful two-night hotel stay.
