My Favorite Murder Live Tour Announcement

After a six-year hiatus, My Favorite Murder announced its return to live touring in 2025, a highly anticipated moment for a highly engaged podcast community. Because tickets were expected to sell quickly, the announcement required a carefully orchestrated launch across every audience touchpoint. The podcast episode, ticketing pages, website, email, and social channels all had to go live simultaneously to create a seamless fan experience and avoid confusion.

I led the marketing planning and execution for the announcement, partnering closely with production, talent, agents, promoters, and internal creative teams to coordinate every aspect of the campaign. My team developed the full suite of creative assets, managed messaging across owned channels, confirmed VIP meet-and-greet offerings, and ensured marketing timelines aligned with venue and ticketing logistics.

A key component of the strategy was creating an exclusive early-access presale for Fan Cult, the network's paid subscription community. We developed the launch plan, coordinated communications across channels, and integrated the presale into the broader campaign to reward subscribers while driving membership growth. The initiative generated significant subscription revenue while giving loyal fans priority access to tickets before the public on-sale.

The campaign successfully brought together multiple teams, vendors, and launch timelines into a single, coordinated moment to deliver a great listener experience and a significant moment for the business.

Bringing the My Favorite Murder Universe to Life at On Air Fest

In 2023, My Favorite Murder partnered with On Air Fest to create an immersive fan experience that transformed the podcast from an audio format into a fully interactive, real-world activation. The goal was to give fans something they had never experienced before: the opportunity to step inside the world of the show.

Working closely with my team, I helped conceptualize and produce a recreation of the iconic "Pod Loft," where the podcast was originally recorded and where the hosts displayed years of listener-created artwork. Every detail was designed to reward longtime fans with recognizable moments while creating new opportunities for engagement and shareable content.

Visitors were invited to explore the recreated studio, watch animated clips from the podcast, receive themed temporary tattoos, pose for photos with the show's beloved producer Steven Ray Morris, browse listener artwork, take home exclusive merchandise, and enjoy snacks inspired by the hosts' favorite treats. The experience celebrated the community that had grown around the show while extending the brand beyond the podcast itself.

From a marketing perspective, the activation demonstrated how a digital-first entertainment brand could create meaningful in-person experiences that deepened audience connection. It generated excitement leading up to the event, encouraged organic social sharing throughout the weekend, and reinforced the loyalty and enthusiasm of the My Favorite Murder fan community.

The installation received positive press coverage, including recognition in Wired.

Reimagining the Online Experience for My Favorite Murder

As My Favorite Murder continued to grow beyond the podcast, it became clear that its digital presence needed to evolve alongside the brand. I led a comprehensive digital relaunch that modernized the show's online experience while expanding its reach across new platforms.

The project began with a complete website redesign. I sourced and managed an external design agency, developed the site's content architecture, and served as project manager from planning through launch. Working closely with stakeholders across the company, I mapped the user experience and organized years of podcast content. I introduced functional improvements that made the archive significantly easier to navigate, including tagging episodes by theme.

At the same time, I led the relaunch of My Favorite Murder's Fan Cult subscription offering and debuted the show on TikTok. Together, these initiatives established a more cohesive digital ecosystem, making it easier for fans to discover, engage with, and share the show across platforms.

The relaunch wasn't simply a visual refresh—it was an opportunity to rethink how audiences interacted with the brand, creating a stronger foundation for future content, community growth, and audience acquisition.

Building a National Book Tour Through Strategic Partnerships

When Secret Agent was hired to plan and execute the launch of Creative Spaces, the new book by Poketo founders Angie Myung and Ted Vadakan, our goal was to create a tour that would reach design-minded audiences while maximizing impact with a lean budget.

I led the partnership strategy for the multi-city tour, identifying and securing collaborations that expanded the reach of each event while helping offset production costs. This included developing a sponsorship with Shopify, partnering with Austin Design Week and Denver Design Week, and coordinating events with design-focused retailers and bookstores, including McNally Jackson and Topdrawer. I also sourced moderators whose perspectives would create engaging conversations and attract local creative communities.

To build momentum beyond the book tour itself, I collaborated with Becca PR on a series of influencer activations. Together, we produced an intimate breakfast in Austin with Chameleon Cold-Brew and hosted a dinner at Tartine Manufactory in San Francisco, bringing together creators, media, and tastemakers to generate authentic social content and conversation around the book.

The result was a thoughtfully curated tour that extended far beyond traditional author events. By combining strategic brand partnerships, community programming, and influencer engagement, we introduced Creative Spaces to new audiences, created meaningful experiences for attendees, and generated excitement that carried from city to city.

Launching an Influencer Event Series for Superstructur

When design-focused real estate consultancy Superstructur set out to launch a new event series celebrating architecture, design, and creative culture, they wanted the inaugural gathering to establish the tone for the brand and attract an influential community from the worlds of design, media, and architecture.

I led the planning and execution of the debut event, helping shape the experience from concept through production. We selected a private West Hollywood residence designed by renowned architect Escher GuneWardena as the setting, creating an intimate environment that reflected Superstructur's design-first point of view.

I curated the guest list, identifying and inviting a group of architects, designers, journalists, and creative influencers whose perspectives aligned with the brand. In addition to overseeing the event budget and production logistics, I coordinated talent, managed client communications, and produced an evening that combined a seated dinner with a contemporary dance performance, creating a memorable, conversation-driven experience.

By thoughtfully curating both the audience and the experience, we helped position Superstructur within the creative community.

Creating Community Through Art and Experiential Programming

Secret Agent was retained by FivePoint to develop a series of art-focused engagements and curated experiences at Great Park Neighborhoods designed to bring current and prospective residents together while creating a stronger connection to the community.

I led the programming strategy and execution, identifying artists, makers, and creative partners whose work aligned with the neighborhood’s brand and resident interests. I developed a calendar of hands-on workshops featuring local talent, including calligraphers, watercolor artists, and florists, and managed the full experience lifecycle from partner coordination and event logistics to marketing communications and RSVP tracking.

In addition to ongoing workshops, I helped program larger-scale community events, including a weekend festival hosted on-site. For this event, I sourced and coordinated unique activations such as roller skaters from Pigeon’s Roller Skate Shop, interactive art installations, and other creative experiences designed to encourage participation and create memorable moments for attendees.

Through thoughtful curation and community-focused experiences, we helped FivePoint create meaningful resident engagement while showcasing the lifestyle and culture of the Great Park Neighborhoods.

Creating a Holiday Content Campaign Through Influencer Partnerships

For the 2013 holiday season, I developed the Gift of Know-How campaign to engage Design Within Reach’s online community, increase social conversation, and showcase the holiday collection through the lens of influential creatives.

The campaign centered around four carefully selected influencers, each sharing their expertise and personal perspective while incorporating a product from the holiday assortment. Rather than creating traditional product-focused content, we built authentic stories around how these designers, makers, and tastemakers lived with and used the products in their own creative practices.

I led the development of the partnerships and content strategy, collaborating with each participant to create engaging digital content tailored to their audience. Featured collaborators included:

Of a Kind, the online retailer specializing in limited-edition design, transformed an Eames® Hang-It-All into a stylish storage solution for their new office space. The partnership also included a co-branded giveaway designed to grow newsletter subscriptions for both brands.

Karen Mordechai, a Brooklyn-based photographer and food stylist, created a holiday appetizer recipe styled with pieces from the Design Within Reach tableware collection.

Steve Kroeter, founder of Designers & Books, curated a reading list of influential books for the DWR audience, connecting the brand’s design heritage with the broader creative community.

Joaquin Simo, New York-based bar owner and cocktail curator, developed an exclusive holiday cocktail recipe using Arne Jacobsen’s iconic barware collection.

To extend the campaign beyond digital channels, we brought the concept into Design Within Reach Studios nationwide. Our creative team designed a limited-edition set of coasters featuring the featured gifts, allowing customers to engage with the campaign in-store.

The campaign was further amplified through a feature in the November 2013 Design Within Reach catalog.

Reintroducing Design Within Reach SoHo Through Experiential Marketing

In March 2013, Design Within Reach reopened its newly renovated 10,000-square-foot showroom in New York City’s SoHo neighborhood, creating an opportunity to reintroduce the space as a destination for the design community.

I helped develop and execute the launch strategy, including a large-scale opening event that welcomed more than 500 design influencers, industry leaders, media, and members of the local creative community. The event was designed not only to celebrate the newly transformed showroom but also to position the space as a hub for conversation, connection, and inspiration within the design world.

Following the opening, we extended engagement through a series of events, including designer talks, gatherings, and community-focused programming that brought architects, creatives, and design enthusiasts into the space. These experiences helped strengthen relationships with key audiences while creating ongoing opportunities for the brand to engage with the design community beyond the retail experience.

A Nationwide Launch of the 111 Navy Chair

In spring 2010, Design Within Reach became the exclusive retailer for the launch of the 111 Navy Chair, a groundbreaking collaboration between U.S.-based chair manufacturer Emeco and Coca-Cola. The chair was manufactured using a minimum of 111 recycled Coca-Cola bottles, creating a compelling story at the intersection of design, sustainability, and innovation.

I led the launch marketing strategy, overseeing media outreach, digital communications, influencer engagement, and experiential programming to introduce the product to the design community and broader consumer audience. This included developing launch messaging across email and online channels, coordinating press outreach, and creating opportunities for designers, tastemakers, and influencers to experience the product firsthand.

To build excitement around the launch, I produced a series of six VIP and influencer events in Portland, Austin, San Francisco, Los Angeles, Atlanta, and New York. Each event was designed to connect local design communities with the story behind the product while generating awareness and conversation around the collaboration.

In addition, I developed an influencer outreach campaign featuring 111 creative leaders, each invited to select a chair in their preferred color. Rather than a traditional product seeding program, we created a more personal engagement opportunity by asking participants to complete a creative questionnaire and submit a photo, allowing us to capture their individual perspectives and share their stories with the broader Design Within Reach community.

The Contract Sales division participates annually in the HD Expo trade show in Las Vegas. The 800 square-foot booth aimed to show exclusive, authentic product applicable to the hospitality market. Each sales rep was armed with product tear sheets and an iPad presentation showing completed contract projects.