Katelyn Riccardi
San Jose
Summary
I’m a marketing leader with 15 years of experience driving growth for high-profile, consumer-facing brands — from global events like Super Bowl LX and FIFA World Cup 2026 to award-winning, first-to-market activations like KixCon (ICSC Gold MAXI Award) and record-breaking digital campaigns.
I specialize in building full-funnel strategies that connect passionate audiences to the brands they love, managing seven-figure budgets, leading cross-functional teams, and translating insights into creative campaigns that deliver measurable results. My work has earned recognition including Silicon Valley Business Journal 40 Under 40 and Marketer of the Year honors.
Overview
15
15
years of professional experience
Work History
Director of Marketing and Communications
Discover Santa Clara
Santa Clara
07.2025 - Current
- Stewarding $1.52M marketing budget - including $375K in restricted funds for Super Bowl LX / FIFA World Cup 2026 - to maximize impact and ROI.
- Leading 3 year, $1.2M Agency of Record partnership with Madden Media to deliver brand, creative, PR, paid media, content, and analytics at scale.
- Driving execution of the Super Bowl LX / FIFA World Cup 2026 Activation Plan - from cohesive brand identity to major visitor and media activations.
- Growing high-value strategic partnerships with Expedia, CBS 49ers Experience, and MindTrip AI to drive bookings, destination awareness, and trip-planning innovation.
- Serving on the Steering Committee guiding SCTID funding renewal - securing the future for Discover Santa Clara's tourism marketing engine.
Marketing Director
Discover Santa Clara
Santa Clara
05.2023 - 06.2025
- I'm enjoying some of the most exciting work of my career at this 501(c)6 startup, reporting to a powerhouse CEO and Board of Directors.
- I've grown every owned channel by dramatic margins (Email +817%, IG +26,735%, FB +36,328%, LI +828%).
- Built a marketing strategy from the ground up.
- Recruited a high performing Marketing Manager and Marketing Coordinator.
- Went to RFP, assembled an evaluator team and hired an incredible agency for $500k suite of foundational marketing projects.
- Oversaw and launched a full website redesign, creation of Santa Clara's first Visitor's Guide, development of a bank of legacy photo and video assets, repositioning, and SEO in the age of Ai.
- Went to RFP again, assembled an evaluator team and hired an incredible Marketing Agency of Record for a 3-year, $1.2M suite of marketing projects.
- Attended the NFL's Future Host City Program in New Orleans for SBLIX.
Director Of Marketing And Business Development
Pacific Retail Capital Partners
San Jose
05.2022 - 05.2023
- Onsite at Eastridge Center.
- Empowered by PRCP's 'Fail Fast' mentality, I was able to accomplish the following:
- My first-to-market event KixCon, won a coveted international GOLD ICSC MAXI Award, achieved the 2nd highest traffic day of 2022 and a 645% ROI.
- Two KixCon vendors signed annual agreements at Eastridge, bringing $67k in revenue to the center.
- Won both 2022 PRCP National Awards in the marketing category for 'Best Digital Initiative' and 'Most Innovative Event'.
- Grew key databases by dramatic margins (IG +146%, SMS +270%, Email +23%, Website Sessions +36%).
- Orchestrated a marketing campaign that achieved the highest single-day pageviews to EastridgeCenter.com of all time.
- In 2022, I secured 110% of the Business Development budget in 7 months, bringing $218k advertising dollars to center.
- In the first 4 months of 2023, I secured 87% of the business development budget, bringing $187k advertising dollars to center.
Regional Marketing & Sales Manager
Levity Live
California
03.2020 - 05.2022
- In this role, I was responsible for filling 41% of Improv Comedy Club seats nationwide.
- I promoted 485 artists annually (total of 1,256 shows) across Levity Live's three largest venues.
- Each artist required a custom marketing plan, targeting unique audiences.
- I managed three venue marketing budgets and talent reimbursement for marketing expenses.
- This position was the definition of rapid-fire show marketing.
- Achievements:
- - Awarded with the 2020 Marketer of the Year Award.
- - Led a team of marketers reopening Brea, Irvine and San Jose Improv (between April and June) after the live entertainment shutdown of 2020/2021.
- - Laser focused social ad targeting, achieving results as low as 4 cent CPC, utilizing all tools available (past purchaser data, interest audiences, lookalike audiences, engager audiences and pixels).
- - Successfully marketed 4x the number of artists, and 3.5x the number of shows that I was responsible for in my previous position.
- - Relationship development with agents, talent and our internal booking department.
- - Development of media relationships, keeping our talent top of mind for local television and radio opportunities.
Marketing & Event Sales Manager
The San Jose Improv
San Jose
04.2019 - 03.2020
- Responsible for promoting 122 artists annually (total of 358 shows) in our 450 seat venue.
- Marketing each show required a unique plan, tailored to the artist's specific deal points and audience demographic.
- This position necessitated the ability to create and execute a marketing plan, then pivot based on ticket sales.
- The most frequently used tools in my tool kit were email marketing, social media ad purchasing with precise targeting strategies, public relations, third party ticketing and mass media buying.
- My ability to develop and maintain relationships was crucial in my success in this role, particularly as it related to obtaining press opportunities.
- As Sales Manager, I was responsible for prospecting qualified leads for the San Jose Improv, then developing, closing and executing those events.
- This included working with companies in high tech, insurance, entertainment and production.
Digital Marketing Manager
House Family Vineyards
Saratoga
11.2016 - 04.2019
- Worked closely with GM to create all event marketing materials for this up-and-coming business.
- Designed a digital Event Guide and comprehensive menus for private event clients (Social, Corporate & Wedding).
- Conceived a line of weekly public events, based on a need to fill 'dark days' in the Tasting Room.
- - Branded events, including naming the event series and created/updated webpage for events.
- - Promoted event through weekly emails, paid advertising and relationship marketing.
Director of Marketing and Signature Events
The Mountain Winery - Spectra Food Services & Hospitality
Saratoga
12.2010 - 11.2016
- Promoted Corporate Events, Weddings, The Wine Program, Premium Seating/Sponsorships, Season Tickets and Concert Dining.
- Managed Email Marketing, Website, Social Media, Print Media, Google Ads/Analytics, PR, Graphic Design and CRM.
- Generated $618k of revenue annually by conceptualizing, planning, selling and executing public, ticketed events.
- Special Projects: Directed marketing efforts for launch of successful concert seasons, orchestrated a full website redesign, worked with national business development team on bids for new facilities.
Education
BS - Hospitality and Tourism
California State University - East Bay
01.2011
Skills
- Budget management
- Brand strategy
- Team leadership
- Strategic planning
Awards
- 40 Under 40
- ICSC Gold Maxi
- Most Innovative Event
- Best Social Media or Digital Initiative
- Marketer of the Year
Timeline
Director of Marketing and Communications
Discover Santa Clara
07.2025 - Current
Marketing Director
Discover Santa Clara
05.2023 - 06.2025
Director Of Marketing And Business Development
Pacific Retail Capital Partners
05.2022 - 05.2023
Regional Marketing & Sales Manager
Levity Live
03.2020 - 05.2022
Marketing & Event Sales Manager
The San Jose Improv
04.2019 - 03.2020
Digital Marketing Manager
House Family Vineyards
11.2016 - 04.2019
Director of Marketing and Signature Events
The Mountain Winery - Spectra Food Services & Hospitality
12.2010 - 11.2016
BS - Hospitality and Tourism
California State University - East Bay