Mariners Flex Membership Plans | Product Marketing & Go-to-Market Campaign
Client/Employer: Seattle Mariners
As part of the Seattle Mariners marketing team, I helped develop and launch a flexible new ticketing product aimed at improving fan satisfaction, increasing retention, and driving offseason revenue. The result was the Mariners Flex Membership—a customizable season ticket option designed for modern fan behavior, offering freedom, value, and choice.
Problem: Season ticket holders were frustrated with the rigidity of partial-season plans, which locked them into pre-selected games they didn’t want—or couldn’t attend. Combined with a disappointing on-field season, perceived value plummeted and churn risk spiked among existing members.
Strategy: Reimagined the partial season ticket experience to offer greater flexibility, customization, and perceived value—while maintaining the integrity of full-season packages. Created a product that aligned with shifting fan behaviors and preferences without cannibalizing core offerings.
Execution: Launched the Mariners Flex Membership, a customizable season ticket product that functioned like a gift card—fans could choose the games, seat locations, and ticket quantities they wanted throughout the season, with pricing incentives based on upfront spend. The campaign included:
A dedicated landing page with clear pricing tiers and benefits
An explainer video showing how to use the plan in practice, written and produced by me personally
Full-funnel go-to-market execution across paid social, radio, email, push notifications, Mariners.com, and organic social
Targeting of lookalike audiences and likely small-package buyers via paid social
Retention tool for season ticket reps to offer as an alternative to cancellation
Result: The Flex Membership campaign helped reverse declining season ticket sales, delivering a 15% year-over-year increase in flex plan sales and providing an essential retention tool for sales representatives during a vulnerable offseason.