Backstage
Artists, stages, production.
Artist hospitality, stage management, advancing, production and crew coordination. Not nightlife from the guest list. Nightlife from the other side of the barrier.
Nightlife.Brand.Online.
“I know what happens backstage. I know what makes people want to be in the crowd. And I know how to turn that feeling into content people stop scrolling for.”
- SOCIAL-FIRST
- CREATIVE DIRECTION
- META ADS
- CONTENT
- AI-NATIVE
- EVENT DNA
SOCIAL-FIRST✦CONTENT✦META ADS✦NIGHTLIFE✦CAMPAIGNS✦AI-NATIVE✦STORYTELLING✦CREATIVE DIRECTION✦SOCIAL-FIRST✦CONTENT✦META ADS✦NIGHTLIFE✦CAMPAIGNS✦AI-NATIVE✦STORYTELLING✦CREATIVE DIRECTION✦
01THE PLOT TWIST
I didn’t enter nightlife
as a marketer.
10 years backstage · 5 years building my own marketing engine
Built a brand
Nightlife, clothing, community.
Co-founded We Are with Axel Haube and owned the creative side: concept, clothing, visual identity, shoots, socials and content around club culture.
Built a marketing business
Strategy, social, campaigns, conversion.
Built Sofie Online and turned marketing into the day job: social strategy, content, Meta ads, funnels, launches, email, websites, conversion and AI-powered creative workflows.
02NIGHTLIFE WAS THE JOB
Backstage first.
Before social strategy, there were riders, artists, timetables, crews, stages and the occasional problem that had to be solved five minutes ago.
Crew Center Coordination + Artist Hospitality
Crew center coordination and artist hospitality at one of the largest festival operations in the world.
Production & Personal Assistant
Research, logistics, travel, locations, production prep and on-site work with the crew.
Stage Management + Artist Hospitality
Link between artist, production, venue and promoter.
- Fuse
- Rave Rebels
- Pukkelpop
- Ampère
- Transit Open Air
- Crossroads
- Radar
- Cherry Moon
- Ghoststyle
- Age of Love
- Vunzige Deuntjes
- The Ark Cruise
- Dystopia Festival
- Tomorrowland
- Cirque Magique
- Aftrsun Festival
- Contrair Open Air
- Electronic Solidarity
Advancing + artist logistics
Timetables, guestlists, travel, hotels, contracts and practical coordination.
Backoffice + Awards guest operations
Backoffice support and guest operations for the Elektropedia Awards.
03We Are
From backstage to brand.
CO-FOUNDER × CREATIVE LEAD
Co-founded with Axel Haube. I was the creative brain behind the concept: brand world, clothing, creative direction, shoots, socials, content and the way We Are showed up around nightlife.
This wasn’t ‘posting on Instagram’. It was building a visual identity and a feeling people could recognise in a club, on a shirt and on a screen.
- Brand concept
- Clothing & merch
- Art direction
- Socials
- Shoots
- Creative direction
- Content
04SOFIE ONLINE
Then I went full marketing.
I built my own business around online marketing and spent years doing the work, testing it on my own brand and teaching entrepreneurs how to turn expertise into content, campaigns and sales.
Social & Content
Content strategy, hooks, storytelling, short-form video, copy and creative concepts.
Campaigns & Meta Ads
Angles, creative concepts, ad copy, testing and optimisation.
Conversion
Funnels, landing pages, webinars, launches, lead generation, email and automation.
AI-native Creative
AI-powered workflows for ideation, content, visuals, websites and faster creative execution.
05 / WHY THIS COMBINATION WORKS
I understand the person backstage.I understand the person in the crowd.And I understand the person we’re trying to reach online.
06QUICK CHECK
What do you need?
YOUR MOVE