Pelazzio Reception Venue

[ THE CONTEXT ]
As Lifecycle Marketing Manager, I owned the full-funnel marketing ecosystem — including the Zoho One Business Suite, CRM automations, lead generation/qualification, sales enablement, social media, SEO content, paid media, email, website optimization, performance analytics, and a full brand refresh.

Inheriting a patchworked CRM, stale brand assets, and a leaky funnel, my goal was to reshape a long-time category leader's performance marketing and brand presence, enabling its evolution along the digital era.

As a high-volume venue with overseas agency partners, Pelazzio ran a functional inbound pipeline with consistent bookings and conversions, but was still in dire need of system, creative, and post-inbound optimizations.

The new CRM system was just beginning to stand on its legs. The sales funnel needed to be better at capturing, qualifying, warming, and routing leads to sales, then follow up with just the right balance of technology and human touch for enablement, conversion, cross-selling, or lifecycle operations. Paid media was running inefficiently without strategic, refreshed creative, or refined targeting. The brand identity was dated and inconsistent across touchpoints. Blog content mostly leaned on generic and seemed prioritized more for keywords — written for search engines rather than prospective human audiences. The venue's Instagram performance — the wedding industry's primary organic channel — had been stagnant. The entire marketing ecosystem needed to be refurbished and refined end-to-end.

[ THE HIGHLIGHTS ]
{ CRM & Lifecycle Infrastructure }
This meant mapping the full customer experience for a high-ticket sales process and optimizing every touchpoint to meet their audience where they are, at every step of the journey.
> Owned front-end CRM development — designing workflows, modules, automations, API integrations, campaign sequences, and landing pages to optimize user journeys from first touch through post-conversion.
> Optimized workflows and built post-conversion fulfillment automations covering client contracts, event detail coordination, vendor communication, and timeline management.
> Designed branded email template footer to use photobooth delivery as a top-of-funnel acquisition opportunity, extending a special offer and nurturing the brand relationship beyond the event itself. Guests who attended someone else's wedding are encouraged to make inquiries for their own.

{ Lead Generation & Sales Enablement }
>Built 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.

{ Paid Media & Performance }
> Overhauled paid media creative and copy, audited performance with media buying agency partners, refined audience targeting for local bridal and event-planning demographics, and ran continuous ad format and strategy testing across a six-figure 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.




[THE REVIEWS]
"Wendi went above and beyond her responsibilities because we are a small office and have to help each other often. She would never hesitate helping others even if it wasn’t her job. If we were short for the events she would stay and help, or if walk-in clients needed her to give a tour or consultation. She went above and beyond for our company and I know she would do the same for yours."

- Madison, Former Event Manager @ Pelazzio