my Role

Turning season ticket membership into more than a seat.

Being a season ticket member isn't just about showing up on matchday. It's about building a relationship with the club that lasts all season long.

Developed the annual engagement and communications strategy for Sounders FC season ticket members, creating a year-round calendar of experiences designed around different fan demographics, interests and business objectives.

A big part of that work was building and managing relationships with the fans themselves. Served as a primary point of contact for supporter groups and the Alliance Council, creating opportunities to bring their perspectives into the planning process, understand what mattered to them and ensure the fan voice helped shape the experiences being developed.

Rather than creating a one-size-fits-all event calendar, each experience had a purpose. The program included large-scale, club-wide moments like the annual Season Ticket Member Celebration, alongside smaller, highly targeted experiences—from gathering with players at a local dog park to bringing fans together to watch an away match.

Every event was designed to answer a different question: Who are we trying to reach? What do we want them to feel? What do we want them to do? And how does this experience strengthen the relationship between the fan and the club?

The result was a more intentional approach to season ticket member engagement—using the right experience, for the right audience, at the right moment, to support both fan connection and business goals. Because the bests fan strategies don’t just talk to fans.

They bring fans into the process.