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01·Lifecycle Design · SFMC, '23

Event Lifecycle: design, build & automation at scale

Event communication was fragmented and dependent on manual execution. Built a six-phase lifecycle — waitlist, pre-launch, launch, open gates, date extension and FOMO — fully automated in SFMC.

My role

CRM Lead · Lifecycle strategy & delivery

Tools

SFMC, Journey Builder, AMPscript, SQL, Looker

Timeline

Ongoing — multiple launches

Overview

Later fully automated in Salesforce Marketing Cloud with dynamic templates and reusable journey structures adapting to city, event and engagement.

The challenge

Event communication was fragmented and heavily dependent on manual execution. Scalability across cities was limited and consistency suffered, especially during high-demand launches.

The solution

  • Waitlist acquisition and audience building
  • Pre-launch expectation campaigns
  • Launch communications and "open gates" activation
  • Date extensions and FOMO-driven re-engagement

Outcome

  • ~60% faster campaign setup
  • Global rollout across cities and verticals
  • Consistent UX across every launch

Channel mockups

Fever·Tickets are live
Email mockupEmail
FEVERnow

Tickets just dropped 🎟

Your waitlist link is open for the next 60 minutes. Pick your night before the rest.

Push
Feveronline

Hey 👋

Tickets for Candlelight in Madrid just went live. Want me to send the link?

14:23 ✓✓
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