ST. LOUIS BLUES

My role

I've always dreamed of working in the NHL, so when I applied to the St. Louis Blues, they offered me an incredible opportunity straight out of college. As the Digital Platforms Coordinator, my role involves overseeing the websites and apps for the St. Louis Blues, Enterprise Center, and Stifel Theatre. I collaborate with all departments to ensure a cohesive representation of our brand and club. What makes this role truly special is the freedom to explore various facets of the sports world creatively. I'm grateful to the Blues and my manager for entrusting me with diverse projects that continuously challenge my creativity.

Blues Web/App Succession

One season in with the Blues and we have reached so many milestones and successes.

Web:

Increased our total site views by 31%
Increased our top Forge builds by 58% (Forge builds are pages I have created, excluding News, Video, and homepage)
News article reads have grown by 8%
Unique users has grown by 33%, same with sessions

App:

The 2024-25 season, the Blues ranked top 5 in almost all Yinzcam reports including season active users, season video views, Yinzcam SSO accounts, season page views, and more
Increased season active users by 20.5%
Grew season dwell time per user by 5.5%
Increased season video views by 78.9% and season push engagement by 5.2%
Increased season page views by 26.1%

Projects

WEBSITE

This season, my top priority was getting up to speed with the Blues website. It was my first time working with Forge, a platform I hadn’t used before, and it gave me the opportunity to grow my HTML and CSS skills.

Diving into code for the first time was a learning curve, but it opened up new creative possibilities. While there was plenty of trial and error, the flexibility of coding helped me bring ideas to life in a way I hadn’t experienced before.

Managing the website means collaborating with departments like ticketing, partnerships, and community relations—ensuring fans have easy access to everything they need. In many ways, I’ve become the bridge between the Blues and our fans.

APP

Throughout the season, I learned a lot while working on the Blues app. One of my main projects was creating a new teams page, giving fans easy access to player stats, standings, records, team leaders, the roster, and more—all in one place.

I also refreshed our news and video pages to make them cleaner, more organized, and visually appealing. These projects came with their challenges, but they were exciting to tackle and gave me the chance to collaborate with the team to create the best experience for our fans.

CONTESTS

We wrapped with over 20 activations that boosted engagement across the board. These included monthly app exclusives, gameday contests through our app and Bluenatics, and seasonal campaigns.

One of my favorites was the Playoffs Billboard contest. In collaboration with our friends at WIT, fans submitted photos with custom overlays that were then featured on digital billboards around St. Louis.

Another highlight was our gameday "Pick 'Ems," where I created four questions per game for fans to predict outcomes. With a running leaderboard and monthly prizes, this contest averaged 1,875 participants per game by season’s end.