Women's Golf Day. 2014 to 2020. First hire; fractional CMO and COO.
Two countries became more than a hundred.
Women's Golf Day is an annual global event held on the first Tuesday in June. I was the founder's first hire in 2014 and spent six years building the website, event technology, and marketing engine that carried it from a two-country pilot to more than 1,000 locations in over 100 countries.
The work.
Each slot is labeled with the asset that goes in it.
The results
- Scaled from fewer than 100 locations in 2 countries (2015) to more than 1,000 locations in over 100 countries at peak.
- Established the event as a fixture on the global golf calendar, held every year on the first Tuesday in June.
- Drove the 2019 #WomensGolfDay campaign that went viral. I planned, built, and ran the push, and on event day major brands including Nike and Callaway adopted the hashtag to offer customer discounts, with celebrities joining in.
- Per-location attendance was never centrally tracked. It ranged from a handful to several hundred people, with a rough average of 25 to 35 per location.
The platform earned enough credibility to attract founder-led backing from golf's governing bodies and broadcasters.
The starting point
The founder had a strong golf network and the capital to launch, but no website, no technology, and no marketing function. When I joined in 2014, the event existed as a concept. The first global event ran in 2015 across fewer than 100 locations in two countries. In 2016 Women's Golf Day became the first venture in my agency's in-house incubator.
What I built
Website and technology.
I built the first site and then led significant rebuilds and expansions across six years. Running on a heavily customized WordPress platform, it handled location registration, a host toolkit, a live map of participating locations, and email. I worked within an existing brand identity that I didn't own or control, so the work was the digital build rather than the visual design.
Marketing engine.
I ran email marketing and social media and oversaw the PR campaigns. I personally designed and produced the planning, setup, and posts that powered the event's annual push across every channel.
How it ended
I handed off in 2020 and stayed on as a consultant for the following twelve months to support the transition. I moved on to focus on my own ventures as Apotheca began to take off.
My role.
First hire, 2014 to 2020, and fractional CMO and COO through the agency's incubator from 2016. I built and rebuilt the website and event technology on customized WordPress and ran email, social, and PR.
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