CRM & Copywriter - Primavera Sound

Primavera Sound is a Barcelona-based music promotion company with a strong commitment to delivering high-quality live music experiences. Since its inception, it has grown into one of the most recognized music festivals in the world, attracting audiences across generations.

Managed email campaigns and newsletters using Braze.

Crafted push notifications and UX content in Spanish, Catalan, and English.

Built audience segments and analyzed campaign performance.

Help develop and execute "My Primavera" loyalty program strategy.

Created website content, articles, and curated music playlists.

Coordinated crisis communication during festival disruptions.

Generated creative newsletter themes and engagement initiatives.

Campaign execution and general support with the marketing automation platform to deliver contents before, during and after the festival, and support to the CRM area on all the projects from Primavera Sound (Rockdelux, Radio Primavera Sound, Tours, etc).

Email Campaigns and Newsletters management: create compelling newsletters that interests and informs subscribers about new events organised by Primavera Sound. I managed email campaigns end-to-end, including designing templates, segmenting audiences, scheduling sends, and analyzing campaign effectiveness. Tool: Braze.com

UX Writing and Push notifications management: copywriting push notifications to be sent before, during and after each festival in different languages (ES, CAT, ENG) through Primavera Sound App, and Access Ticket App.

Building segments + studying the audience: build segments for campaigns. Study the audience for each concert and find similar artists or genres that could be of interest to the audience.

My Primavera" Loyalty Programme: formulating and executing an ideal strategy and copywriting for members to understand and be attracted to join the programme. Managing emails and notifications, designing and updating the website, coming uup with Prize ideas and ways to keep members engaged.

Come up with article ideas to share on Primavera Sound website and newsletter. Examples: Primavera Routes: Animal Side, Reunions, Urban. In English, Spanish and Catalan.

Update Spotify and Create YouTube playlists.

UX writing - Cards (notifications) on Primavera Sound website. Copywriting, execution, scheduling, analysis.

Campaign Analysis - Analyse which campaigns worked better than others and create reports.

Crisis management - an entire day of festival was cancelled and we had to prepare and send emails and notifications for all the buyers. (Copywriting, set up and scheduling)

Come up with ideas for the monthly newsletters. For example: Artists that performed in Primavera 2023 that have collaborated before, local artists performing in the festival, tiny desk edition from Primavera artists, recommended tours, etc.