Build a content experience that brings Eventbrite's discovery-first rebrand to life — one that surfaces the platform's most interesting events in a format Gen Z and Millennial users actually want to scroll through. A new coat of paint gets audiences to open the app, but useful content gets them to stick around.

I managed a team that conceived and built the It-List: a scrollable, curated catalog of events that became the centerpiece of the relaunched app and Eventbrite's rebranding campaign.

More than half of the inaugural It-Lists were created in collaboration with 30+ tastemakers and influencers, each one shaped around a theme native to their world — literary events in Chicago for author Rebecca Makkai, restorative activities in Toronto for Olympic volleyball player Brandie Wilkerson. Our collaboration was ongoing, as we learned what events tastemakers liked (and hated) over the course of three months, refining our curation process.

I helped develop the distribution plan for the lists, so that they found an audience beyond the app. We gave tastemakers guidelines for creating content promoting their It-Lists,  partnered with the Lifecycle team to create e-mails highlighting local tastemakers and the events they recommended, and worked with Product to identify intuitive ways to feature It-Lists on Eventbrite's website.