As Director of Marketing & Communications for Skylight Music Theatre, I led the organization’s marketing, communications, and creative strategy with a focus on elevating its brand presence and audience experience. My work centered on refreshing marketing assets and creative direction to better reflect the quality and energy of Skylight’s productions, while building a cohesive visual identity across digital, print, social, and community-facing channels. Efforts resulted in 25% growth in season subscribers, a 21% increase in single ticket sales, and a 23% increase in overall total ticket revenue.
branding
Created a refreshed brand strategy to align visual and verbal identity across Skylight Music Theatre platforms. Translated the organization's strategic goals, audience perception and insights, and artistic programming into clear creative direction for new campaigns, communications, and audience-facing experiences. Established visual and messaging frameworks that could be consistently applied across web, digital, print, social, email, events, and promotional materials. Collaborated with external designers and creative partners to brief, review, and refine brand assets.
audience activation & membership
Developed audience engagement strategies to strengthen member loyalty, increase new subscribers, and create a more compelling membership experience. Launched new subscription offerings based on audience interests, including ticket packages for opening nights, ASL-interpreted performances, and 35 & Under deals, and exclusive branded merchandise extended the Skylight experience beyond the theatre. Focused on building stronger audience connections, increasing membership value, and supporting sustained growth in subscriptions.
integrated content strategy
Led integrated content strategy for each mainstage performance across web, email, social media, events, press, and public relations, connecting brand strategy to audience engagement and strategic goals. Developed creative direction and campaign concepts and oversaw production and rollout of creative assets across channels, maintaining consistency in voice, visual language, and audience experience. Used analytics and audience insights to refine campaigns, strengthen engagement, and drive measurable growth.
