Product Marketing

DUPR

DUPR is a pickleball SaaS startup that saw rapid expansion in 2023. Company offerings include the most accurate rating system in the sport, a consumer facing web & native app, club & event management software, and in house events. DUPR partners with organizations across the globe that exclusively adopt their rating system. Clients range in scale from casual Facebook groups to luxury country clubs to specialized sports complexes and professional tours.

My Role

Director of Marketing

Tools

Notion, Monday, Wix, Mailchimp, Canva, Meta, Youtube

Overview

/Challenge

Expand Brand Awareness & Increase Registered Users

I was brought on to DUPR with the primary objectives of growing social media presence, expanding brand awareness, and increasing user recruitment to our app.

/Solution

To drive brand awareness and user growth, I built a multi-channel content marketing strategy that worked simultaneously at the consumer and partner level. On the consumer side, this meant a high-output social media presence, SEO-driven blog content, and live educational webinars that together grew DUPR's reach dramatically across every platform. On the B2B side, I developed a structured partner activation program designed to convert club memberships into registered, rated users — ultimately exceeding our internal recruitment target by achieving 80% user sign-up per club. The result was a cohesive ecosystem of content that served brand awareness, user education, sales enablement, and retention all at once.

Impact

Content Marketing

Social Media

To maximize efficiency and consistency, I developed a cross-channel content strategy built around strategic repurposing; adapting blog content for social platforms to drive website traffic, without giving away the full data that lived there. This created a natural content funnel that rewarded clicks and kept audiences engaged across touchpoints.

To amplify reach, I managed contracts with influencers and professional athletes who produced short-form video content for DUPR, lending credibility and cultural relevance to the brand in a sport where personality and community drive everything.

Blogs

I led a weekly blog program designed to build organic search authority through genuinely useful, data-driven content. Regular features like Top Pro Rankings, Top Players by Region, Top Players by Age, and Biggest Amateur Movers gave competitive pickleball players a reason to return to the site consistently (while quietly doing the SEO work underneath). The blog also served a functional role, hosting landing pages for new programs and events.

Webinars

I produced two live educational webinars featuring DUPR's CEO, Founder, and Data Scientist, with a culturally relevant influencer serving as moderator to keep the format accessible and engaging. The sessions generated over 300 user-submitted questions and accumulated 2,500 combined views. Rather than treating them as one-time events, I ensured the recordings had a second life, they're now used as a sales tool for prospective clients and an onboarding resource for new partners.

Case Studies

I developed a suite of highly visual client case studies designed to make the value of a DUPR partnership immediately tangible. Built with a prospective client audience in mind, these have become a core piece of the sales toolkit.

Email Marketing

I leveraged the user base we built directly through the app to create an owned marketing channel that didn't rely on the algorithm. Our email list became a key distribution tool for announcing new feature launches, promoting major blog releases, and keeping our community informed about upcoming events, putting important updates directly in front of our most engaged users at exactly the right moment.

Events

As DUPR matured as a brand, we moved beyond digital engagement and began creating in-person moments that brought the community to life. I was part of launching DUPR's first in-house tournaments, hosting both amateur and professional players — and most notably, producing the world's first collegiate pickleball national tournament, a landmark moment for the sport. These events served multiple functions simultaneously — generating content, deepening relationships with competitive players – reinforcing brand credibility within the pickleball community, and demonstrating DUPR's commitment to the sport beyond the app itself.

B2B Marketing

Partner Activation Kit

I designed and implemented a structured 4-week email program to activate each new club partner and convert their membership base into registered, rated DUPR users. Each touchpoint included customized messaging alongside a suite of print and digital resources (educational materials and branded promotional assets partners could deploy directly to their members).

The program was built with a clear-eyed understanding of the audience: pickleball skews older, and DUPR's value is most apparent to competitive players, meaning full membership conversion was never a realistic goal. We set an internal benchmark of 75% user registration per club — and exceeded it, achieving an average of 80% user recruitment across all partner clubs.