THE ATLANTA OPERA

Director of Marketing                                                Feb 2017 – Dec 2019

I built brand awareness and extended the reach of The Atlanta Opera by revamping artwork and advertising looks, creating concise communication and messaging, building media impressions through PR efforts, expanding media reach with integrated media buys, and increasing subscription and single ticket revenue.

• Created forecasting for all earned revenue, including subscription revenue, single ticket sales, and merchandise sales

• Built expense budget for department

• Developed all public relations and communications plans, supervising two outside agencies

• Supervised and delivered all social media marketing, story telling and editorial planning

• Delivered earned revenue targets

• Supervised all creative photo shoots, wrote season brochure copy, website content, and all marketing materials

• Lead email, digital, and social media marketing strategy

• Supervised a team of four, alongside cross-divisional relationships

• Developed all corporate sponsorship packages and presentation materials

Accomplishments include:

• Increased earned ticket revenue by more than $350,000 in the first year, with a $150,000 increase in the second year

• Reached revenue goals in excess of $1.95MM, not seen since 2009

• Increased new single ticket buyers by 20% YOY

• Increased return buyers by 5%

• Produced new content streams and increased engagement on social media

• Exceeded subscription revenue pacing year-over-year by 10%

• Set new record for most revenue earned by a single production in FY2019

 

ATLANTA SYMPHONY ORCHESTRA

Director of Marketing                                                Jan 2013 – Feb 2017

At the ASO, I created new market segments by rebranding the Orchestra with innovative ad placement & design, creative video campaigns, and engaging email marketing communications.

• Created branding campaign for orchestra using video on social media platforms, including video content 

• Planned marketing strategy that increased subscribers and single ticket buyers year over year

• Managed media budget and negotiated contracts with media outlets, including social media and search campaigns

• Expanded email marketing communications to generate revenue

• Met and exceeded both revenue and attendance targets year over year

• Directed creative look for all advertising, marketing, and development collateral

• Increased brand awareness and net promoter scores

‪Accomplishments include: 


• Completed three seasons in a row with a budget surplus, exceeding revenue targets

• Sold an ASO record number of tickets for an orchestral concert at Verizon Wireless Amphitheater (5,100+)

• Sold out second pops concert of the season two weeks before concert date with <2% cost of sale

• Planned and executing the ASO Ball and delivered 2x expected revenue ($400k) while coming in under expense budget

• Planned subscription renewal campaign that outpaced previous year in both total households and revenue

• Increased social media reach with innovative video campaign using ASO musicians

 

CNN

AD SALES MARKETING & PROMOTIONS                                             Senior Director, Ad Sales Marketing                                       2003- 2011

Over the course of eight years, I managed digital corporate sponsorship development for CNN Ad Sales. I supervised digital ad product creation and implementation, editorial sponsorship & content development and managed CNN.com client marketing extensions & brand strategy across all digital mediums, including mobile, social media, video and rich media web advertising. 

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In addition, I managed the CNN brand online through sponsorship development and integrated packages, as well as event marketing and hospitality events, and served as a liaison between sales teams and CNN Standards & Practices/Legal departments. 

Accomplishments include:  

• Led rich media advertising strategy & product development for CNN.com, generating more than $5M in revenue in 2011

• Introduced custom advertising products to sales team and clients, driving more than $6M in incremental revenue

• Created partnerships within the newsroom to land corporate sponsorships

• Created sponsored editorial content consistent with client consumer marketing messaging, increasing digital revenue by +15% each year

• Educated clients on new product launches & collaborated with clients on developing innovative ad solutions

• Developed sales strategy and wrote presentations for multiple clients

• Developed dynamic editorial content for online, integrated and cross platform sponsorship packages

 

Coordinating Producer, Ad Sales Marketing                         2000-2003

I served as producer and creative director of ad sales sponsorship production materials, including integrated television billboards, digital marketing materials, and post-sell video presentations. 

• Developed creative, first to market concepts such as Integrated billboards & Co-branded promotional banners

• Produced & developed online marketing/sponsorship strategy

• Managed vendor relationships and scouted new production & design talent

 

CNN DOMESTIC NEWSROOM PRODUCTION                           1992-2000

My first career was in Journalism, rising quickly from entry level positions to producing Emmy award-winning programming, including “Larry King Live” and “Inside Politics.”