As Brand & Events Director at Padel Haus from 2023 — 2025, I led the brand's transformation from a single-location startup to the fastest-growing luxury padel club in the U.S., with four clubs across NYC, Nashville, and Atlanta.
.jpg)
100+% MEMBERSHIP GROWTH
I led membership strategy and execution, developing tiered membership offerings, enhancing benefits, and repositioning the brand to attract high-performance, lifestyle-focused players. I increased retention and acquisition through targeted campaigns, exclusive activations, and elevated messaging, helping establish Padel Haus as the leading luxury padel club in the U.S.
$300K+ EVENTS SALES
I developed and executed premium event experiences for top brands including Gibson, Outdoor Voices, Catbird, and Bank of America. By positioning Padel Haus as a premier venue for corporate and social events, I expanded brand visibility, drove new business, and strengthened partnerships, cementing the club’s reputation as a luxury destination for padel and hospitality.
+10K SOCIAL MEDIA FOLLOWERS
Going from 6K to over 16K followers, I developed strategic content pillars, launched Padel Haus’ educational series, built influencer partnerships to elevate brand awareness and drive engagement. By aligning social content with Padel Haus’ luxury positioning and community-building goals, I helped increase membership interest, boost event sales, and establish a strong digital presence across multiple markets.
+200% NEWSLETTER OPEN RATE
I led newsletter copywriting, design, and content strategy, increasing open rates from 12% to 40%. I developed targeted messaging, refined audience segmentation, and aligned content with key brand initiatives to drive higher engagement. By positioning newsletters as a premium touchpoint for members and prospects, I helped strengthen brand loyalty, boost event attendance, and support overall growth.
In close collaboration with our CEO, I positioned Padel Haus as a members-driven lifestyle brand at the intersection of sport, culture, and hospitality — balancing premium aspiration with everyday approachability.
We built a scalable content and social media ecosystem rooted in education, utility, and community, designed to introduce padel in the United States while driving measurable membership growth and conversions. I established a distinct brand voice, defined core content pillars, and implemented a KPI-driven marketing framework to support consistent growth across channels and new club locations.
Interested in building a brand like this? Get in touch to learn more about my process.
I then expanded the Padel Haus visual brand identity by preserving its clean, minimalist foundation while introducing a richer color palette and developing a bespoke icon system inspired by the geometry of a padel court to create a cohesive and scalable design language across digital, physical, and experiential touchpoints.
Alongside the color and icon systems, I defined Padel Haus photography art direction with a sunlit, kinetic, social-first aesthetic that blends editorial lifestyle and candid sport.
The result? An elevated and modern visual language, and repeatable shot lists and production guidelines to ensure consistent, scalable execution across photoshoots, events, and tournaments.
I led the design and development of the Padel Haus website, creating a high-converting digital experience that balances brand storytelling with usability and clarity.
The site architecture was designed to introduce padel to a U.S. audience while guiding users from discovery to booking and membership. Built as a modular and scalable system, the website supports ongoing iteration, new club locations, and evolving offerings while maintaining a consistent and elevated brand experience across all touchpoints.
I developed a scalable design system for Padel Haus to support high-volume content across digital and in-club environments, including social media templates, paid media, and on-site screens.
Built for both consistency and speed, the system enabled the team to produce on-brand content efficiently without sacrificing quality. Each component was designed to adapt seamlessly across locations, campaigns, and evolving brand needs.
Based on the brand voice established during strategy, I led Padel Haus copywriting and content strategy across campaigns, social media, and conversion touchpoints. Messaging was continuously optimized using performance data to improve clarity, engagement, and conversion rates.
In parallel, I designed and wrote our recurring email newsletters that became a key growth and retention channel, blending brand storytelling, events, and editorial content into a cohesive, high-performing format that increased audience engagement and member retention.
To support new club openings in NYC, I developed a full out-of-home (OOH) marketing campaign for Padel Haus from concept through execution, placed in high-traffic areas including Domino Park and near McCarren Park.
The campaign generated over 600,000 impressions between May 2024 and June 2025, increasing local awareness, driving walk-in traffic, and boosting bookings for both the Williamsburg and Domino Park locations.
