Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Pelazzio
No.
[04] [2021-2022]
Scope / Depth
<lifecycle marketing + CRM>
<paid media + performance>
<brand strategy + identity>
<web development>
<sales enablement>
<marketing automation>
<social media>
<event marketing>
Vertical
[ Hospitality + Events ]
[ Event Venue / Operations ]
[ Event Catering / Planning ]
About
Pelazzio is a premier full-service events venue in Houston, hosting weddings, quinceañeras, galas, corporate events, and large-scale private celebrations. The business operates on a high-touch sales model with a local, event-driven customer base.
As Lifecycle Marketing Manager, I owned the full-funnel marketing ecosystem — CRM workflows, lead qualification tools, automated lifecycle journeys, and a complete brand refresh — turning a traditional venue operation into a digitally connected experience.
[THE CONTEXT]
Pelazzio had strong local acquisition pipeline and consistent event volume, but needed critical content and strategy updates. Paid media was running but without optimized creative or refined targeting. The brand identity was dated and inconsistent across touchpoints. The venue's Instagram — its primary organic channel — had been stagnant. The new CRM system needed front-end development, lifecycle automation, and systematic processes to capture leads, qualify them, route them to the right sales agent, or stay in touch after the event. The entire marketing ecosystem needed to be updated and built from scratch.
[KEY IMPACT]
<CRM & Lifecycle Infrastructure>
> Built the front-end CRM and digital lifecycle system from scratch across WordPress and Zoho — designing workflows, modules, automations, API integrations, campaign sequences, and landing pages to optimize user journeys from first touch through post-conversion. This meant mapping the full customer journey for a high-touch venue sales process and building every touchpoint that didn't exist yet.
<Lead Generation & Sales Enablement>
>Designed and deployed lead magnets and qualification tools — including an automated quote calculator that gauged budget fit and event scope before routing qualified leads to the right sales agents.
> Optimized agent assignment workflows and built post-purchase fulfillment automations covering contracts, event detail coordination, vendor communication, and timeline management.
<Post-Event Re-engagement>
> Created an automated system that delivered photobooth photos to opted-in event guests after their event — extending the brand relationship beyond the event itself and opening a new top-of-funnel acquisition channel. Guests who attended someone else's wedding became potential leads for their own.
<Paid Media & Performance>
> Overhauled paid media creative and copy, refined audience targeting for local bridal and event-planning demographics, and ran continuous ad format and strategy testing across a $130K annual budget.
<Brand Refresh>
> Led a complete brand refresh — translating strategy into a cohesive visual identity, messaging framework, and full suite of multimedia marketing collateral across print, digital, and on-site materials.
<Social Media Recovery & Growth>
> Recovered the venue's Instagram account after a month-long deactivation, restoring the primary organic channel and rebuilding engagement.
> Drove organic social growth and lifted event marketing attendance up to 2.5× through integrated promotional campaigns.
[RESULTS]
> ~23× marketing efficiency ratio (MER)
> Annual revenue maintained above $3.5M baseline
> Event attendance lifted up to 2.5×
> Full CRM + lifecycle system built from zero
> Instagram account recovered after month-long deactivation
> $130K ad budget managed with continuous optimization
