Monster JamAtLarge7 min read
Monster Jam tours four continents with millions of fans logging in every month, but a brittle CMS and a hard dependency on developers were quietly stalling marketing velocity and international expansion.
01 / Strategy
I designed the editorial experience around what marketers actually do day to day, so they could finally launch tour pages, ad campaigns, and content updates without filing a developer ticket. Drupal sat under the hood; the surface above it felt like the kind of CMS Monster Jam's team should have had years earlier.
Local promoters in Mexico, the Philippines, and Japan were given the tools to spin up fully localized microsites under the Monster Jam brand, with built-in language support and templates that protected the global identity. A platform play, not a translation project.
The site was wired into a custom ticketing platform that handled event automation across every market, so a fan in Detroit, Cologne, or Manila could go from tour page to checkout without ever leaving the brand experience. Ticket sales lifted 30% off the back of it.
Monster Jam's licensed toy and merchandise vendors got native cross-sell surfaces inside the platform, so the merch line could move alongside ticket sales instead of competing for attention with it. One brand. Two revenue streams. One platform.
02 / Results
03 / My role
Led UX, user research, and front-end development at AtLarge for the global redesign. Owned the IA, the editorial UX inside Drupal, and the ticket purchase flow optimization that drove the 30% sales lift. Worked closely with engineering on the multilingual microsite framework and the integrations with the custom ticketing system, e-commerce vendors, and analytics layer.