When I first began working on the Rocket Club, it was primarily a functional pre-sale ticketing channel. My goal was to transform it into something more meaningful: a fan community that offered real value beyond transactions.
By reframing it as a space for connection, recognition, and exclusive access, the Rocket Club evolved into an always-on hub where Elton’s audience could feel closer to the artist and each other.
Updated and modernised email templates to improve readability and performance.
Audited and surveyed the database to understand fan preferences and behaviours.
Redesigned user journeys and created automation to increase engagement while identifying gaps in e-commerce, creating new opportunities for commercial growth.
CRM & User Journeys
Community Channels
Built and managed multiple fan spaces across Meta platforms:
Facebook Group scaled to 25k active members.
Instagram Channel launched at 30k followers, now grown to 50k+.
Introduced tailored and exclusive content calendars to keep each channel fresh and relevant.
Fan Focus Group
Established a core group of fans to help moderate and maintain community health.
Regularly gathered feedback on content preferences, shaping overall strategy.
Delivered exclusive offers, behind-the-scenes content, and money-can’t-buy giveaways based on fan insights.