pomelo
Hi, I'm Alex.
I'm a Brooklyn-based growth strategist with a degree in Music Technology from NYU. I help artists, labels and brands grow with data-driven ads on Instagram, Facebook, TikTok and YouTube.
I've worked with major labels, independent artists, high-growth startups and e-commerce brands to grow fanbases, sell tickets and merch, acquire users and drive sales. My approach blends creative strategy with performance marketing.
As an artist myself, and someone who's worked at labels and in management, I draw on each of those perspectives in every campaign.
Some of the artists and companies I've worked with:
ArtistsAbigail Rose, Adele, Alessia Cara, Disclosure, Jungle, Justin Bieber, Kenny Chesney, Logic, My Morning Jacket, Parcels, Paul McCartney, Pusha T, Sigur Rós, The Strokes, Tim Atlas, YG
CompaniesAll Things Go, Barclays Center, Def Jam, Grouped, Medallion, Pocky, Public Goods, Smalls, Songkick, The Webby Awards, Universal Music Group, Vacation
Here's what you can expect from working together:
Paid Social AdsTargeted campaigns, mainly on Instagram and Facebook, built to reach the right people and turn them into fans or customers.
Growth StrategyAudience targeting, campaign planning and cross-platform strategy, plus guidance on ad creative that connects with your audience.
Campaign OptimizationOngoing creative refinement, A/B testing and landing page recommendations to improve performance and conversion rates.
Performance AnalyticsRegular check-ins, real-time analysis and conversion tracking to find what's working and scale it.
Here's how I've helped clients succeed:
Album and Tour Campaigns for Independent ArtistsGrew audiences and ticket sales for artists like Tim Atlas, Abigail Rose and Chris James, from breakout singles to international tours.
Multi-Platform Campaigns for Brands and EventsBuilt campaigns across Meta, TikTok, LinkedIn and Google for Pocky and The Webby Awards, and drove ticket sales for Barclays Center events, including WWE.
Building Communities and Revenue at MedallionDeveloped campaigns that grew fan communities and digital sales for Disclosure, Jungle, Sigur Rós and My Morning Jacket, surpassing revenue targets.
Leading Paid Media Across Def Jam's RosterLed media planning and full-funnel campaigns for artists like Pusha T, YG, Logic and Alessia Cara, driving streaming and sales growth.
Artist Development at Crzy LvrsMarketed and co-managed artists, songwriters and producers. Two of our songwriters, Chris James and Ruuth, co-wrote BTS's "Life Goes On," which debuted at #1 on the Billboard Hot 100 the same week its album, BE, debuted at #1 on the Billboard 200. Producer Dan Edinberg played bass on Ventura, Anderson .Paak's Grammy-winning R&B album.
Acquisition and Revenue Growth for DTC Startups at SuperboltScaled paid acquisition for eight DTC startups like Smalls and Public Goods, supporting their next funding rounds.
Fan Engagement and Ticket Sales at SongkickCreated tour and presale campaigns for Paul McCartney, Adele and Kenny Chesney, growing fan lists and consistently selling out presales.