Sr. Marketing Director
Assoc. Director, Marketing
Director of Partnership Marketing

Quick Summary

Work Experience

SHAKESPEARE CENTER LA, Los Angeles, CA
Jan 2018 - Present

Director of Marketing

Award-winning theatre (Henry IV starring Tom Hanks) and arts-based service organization

• Expanded donation revenue 400% by devising targeted multi-channel marketing campaigns integrating across all channels: email, social media, search, paid, website, and direct mail

• Created $2.6MM in single production revenue maximizing earned, unearned and paid media

• Produced 6 special fundraising events annually with major donors and A-list celebrities (Kenneth Branagh, Al Pacino, Geoffrey Rush) attracting and cultivating 6-figure donors

• Overhauled creative briefs, content, and budgets to include branded, eye-catching and story-based collateral that improved retention and open rates by 30%

• Pioneered international Bard Talks Webinars increasing revenue 300%

• Hired and mentored 18-member staff, additionally managing agencies and contractors

• Directed data management and KPI tracking in the CRM to find customer insights, strategically target, better quantify efficacy, and improve on organizational and project goals

VEGAS.COM, Las Vegas, NV
Feb 2011 - Apr 2017

Senior Manager, B2B Partner Services

Destination-specific Online Travel Agency, a valued extension of marketing teams of Las Vegas brands

• Grew and sustained $50MM Revenue (> 470,000 tickets sales)

• Trusted advisor to notable live-entertainment & hospitality brands such as Cirque du Soleil, AEG (Celine Dion, Rod Stewart, Santana), Planet Hollywood Restaurant, Wynn Las Vegas

• Exceeded digital display advertising sales goals 10% with custom proposals meeting partner needs and budget

• Drove sales net revenue increase 66% by negotiating contract terms, maximizing display advertising, increasing inventory, evaluating sales data, forecasting sales, and testing pricing

• Increased sales 30% YOY by planning and implementing bespoke partner promotions

• Achieved best package pricing by analyzing client sales data and competitor trends

BIG GOLD FISH CONSULTING, Las Vegas, NV

July 2010-Feb 2011

Event Marketer & Social Media Trainer

Advise brands on social media, influencer cultivation, community building and successful events

• Executed pop-up events at both small affinity groups and festivals (70,000 attendance)

• Generated strategic social media campaigns and communication calendars for partners including artists, tourist child care service, musicians, comedians

• Trained client’s staff on content creation and collateral management increasing posts 100-300%

• Produced YouTube comedy chat show generating in-person event attendance increases

TICKETMASTER, Las Vegas, NV
Feb 2007-June 2010

Marketing Manager

Sales and marketing driver for music (Celine Dion, Elton John), sports (UFC, NASCAR), theatre (Cirque du Soleil, Broadway residencies), and other live events in Las Vegas

• Delivered 3X revenue increase to market by creating end-to-end unique promotions for partners including auctions, pre-sales, dinner & show packages, and hotel & show packages

• Increased ticket sales 600% for Cirque du Soleil’s 6 residential shows by inventing and managing the groundbreaking “Summer of Cirque” campaign

• Optimized Ticketmaster Las Vegas Guide and increased 5X the merchandizing opportunities

• Negotiated the market office’s first advertising and content sponsorship deal for $1MM

• Capitalized on shared experience and key learnings by founding an internal Destination Marketing Group including Ticketmaster offices in London, NYC, Branson, and Orlando

• Spearheaded outdoor brand marketing in feeder markets, increasing ticket outlet sales by 5%

• Formulated Call Center training program to increase cross-sells, upsells, and premium sales

BERKELEY REPERTORY THEATRE, Berkeley, CA

Feb 2005-April 2006

Marketing Manager

Tony Award-winning theatre, producer of numerous Broadway productions including American Idiot

• Boosted e-mail prospects 33% by expanding email opt-in opportunities to all channels

• Generated $30K in new revenue by designing a “create-your-own” subscription package

• Lifted email CTR and decreased unsubscribes by testing targeting, offers, and subject lines

• Installed the organization’s first CRM, collaborating with IT, box office, and devo depts.

• Forged relationships with partner organizations to trade lead lists, improving sales ~25%