INDUSTRY:
Global Music Festival
CLIENT:
MILK + COOKIES
YEAR:
2016-Present
EXPERIENCE:
Lead Social + Growth Director
Milk + Cookies - Transforming a Local Concert Series into a Global Festival Brand
challenge.
Milk + Cookies started as a local grassroots concert series that – with my involvement – grew into a multi-continent staple festival. As a start-up organization, they faced challenges in differentiating their brand within a highly competitive event and musical landscape. As they looked to expand into new markets, they needed to change into a global brand — without losing the spirit that made it resonate in their home base.
my role.
As a lead consultant and producer, I directed creative, partnerships, and content for Milk + Cookies. I oversaw brand expansion from Atlanta to international markets, built digital campaigns, and secured global partnerships. By building a strong community of eclectic music lovers in their home base and implementing a strong social strategy, they were able to 10x their annual revenue by growing their consumer base by 15,000+ in less than 2 months.
result.
My team led creative social direction and digital rollout for ATL + SA editions, social strategy and community engagement, oversight on branded social first production integrations, including a Porsche social campaign with Instagram’s Music Department, secured a multi-million dollar annual partner with Henieken by over-indexing on their beverage sponsorship category, and led on-site on-site production and artist marketing.
Resulting in…
Scaled from 7K+ attendees in ATL to 40K+ in South Africa in less than 2 months
$10M+ Rand in sponsorships secured through direct sales and contributions
Gained 25K+ followers across channels
Built a repeatable model for city takeovers rooted in Black joy and community
