Arrested Development: a connected website and fan growth system

The existing audience relationship spanned a website, legacy links, email marketing, live events and fan engagement. The opportunity was to connect those experiences so that a fan interaction could become an ongoing relationship rather than a one-time visit.

I led and implemented the site and supporting digital infrastructure: responsive pages, newsletter capture, fan story submission, analytics and consent-aware tracking, tour and event links, and the integrations that connect form submissions with Mailchimp. I also built geographic email segmentation and show-communication workflows to support localized announcements and timed reminders. Measurement across GA4, PostHog and Meta was designed to distinguish actual subscription and engagement actions from simple traffic.

The result is a cohesive public-facing digital home with a working fan acquisition and communication layer. Across compared welcome-email periods, open rates improved from approximately 13% to 41% and click rates from approximately 1.3% to 23%. Repeatable tour-email automation is estimated to reduce setup time by roughly 75 minutes per show. These are specific email/workflow results, not claims about every email or the whole band's revenue.

The valuable part wasn't the website by itself. It was connecting traffic, subscriber capture, fan participation and follow-up into infrastructure the team could actually use as tour schedules changed.