Event planning & management

Seasonal Popup Market Planning & Execution for MBFP

COMPANY

My Big Fat
Popup

ROLE

Branding & Partnerships

EXPERTISE

Branded Event Strategy

YEAR

2020 - 2024

Project description

I managed the end-to-end production of multiple seasonal retail pop-up events between 2020 and 2024. These markets served as a curated platform for emerging Canadian and Nigerian brands across fashion, wellness, and lifestyle to connect directly with high-intent shoppers in immersive, design-forward settings.

Timeline

From market research to final wrap-ups, each event was developed and executed over 8–12 weeks—repeated seasonally between 2020 and 2024, across various Toronto and Lagos venues.

Background

MBFP was born out of a desire to support independent brands through experiential retail. As head of branding & partnerships, I oversaw a wide range of responsibilities including vendor curation, creative direction, partnership development, digital marketing, and on-site operations. The events brought together over 100+ small businesses and attracted hundreds of attendees per pop up.

By combining sharp branding with strong operational strategy, MBFP became known for offering both community and commerce—giving shoppers a reason to return and vendors a platform to grow. Each pop up market featured a thematic curation, integrated social media campaigns, and strategic sponsor partnerships that elevated the event experience.

Process

This category details the step-by-step approach taken during the project, including research, planning, design, development, reporting, and optimization phases.

Market Research & Concept Development

Each event cycle began with deep market research—analyzing retail trends, previous performance data, and seasonal shifts to shape the event theme, audience persona, and product focus. This guided our vendor selection and ensured the events remained relevant and timely.

Vendor Outreach & Partnerships

Once the vision was set, I led vendor acquisition and contracting—onboarding up to 30+ brands per market. I also negotiated and secured in-kind and financial sponsorships with lifestyle brands, tech companies, and service providers that aligned with the MBFP audience. All vendors and sponsors were guided through a streamlined onboarding process with clear branding, marketing expectations, and logistics timelines.

Content Creation & Campaign Rollout

With a small creative team, I produced branded marketing assets for social media, email, and paid ads. This included vendor spotlights, teaser reels, influencer partnerships, and countdown campaigns. I also managed MBFP’s email marketing and built out event pages with integrated RSVP flows and newsletter lead capture.

On-Site Production & Post-Event Reporting

On event days, I managed vendor setup, guest flow, staff coordination, and real-time troubleshooting. After each event, I compiled post-event reports with vendor feedback, traffic insights, engagement metrics, and sponsor ROI summaries—driving iteration and growth each season.

MBFP 7.0

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MBFP 6.0

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MBFP 5.0

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Results

Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.

4000+ attendees

MBFP grew from a single market into a recurring event series, drawing over 4,000 attendees cumulatively across multiple seasons. Events consistently achieved 85%+ RSVP-to-attendance conversion rates.

$80K+ in Vendor Sales Generated

Across all pop-up markets, MBFP vendors collectively generated over $80,000 in direct sales, with many brands reporting event-day records and returning for subsequent editions.

Strategic Partnerships with High-Profile Sponsors

Successfully secured and activated co-branded partnerships with brands like Absolut (on-site bar activations), Flutterwave (vendor payment solutions), Gusto Group (Hospitality), and Play Network (media partner) increasing both event visibility and operational resources.

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