Director of Marketing
Westport Country Playhouse
·Directed $1.3 million annual budget.
·Achieved $130,000 in annual cost savings in FY08 and $90,000 in annual cost savings in FY07 by redesigning marketing organization, changing vendors, and reducing marketing expenses.
·Developed marketing strategy targeting new theater demographics to achieve 75,000 annual ticket sales and $1.2 million in annual theatre subscriptions.
·Led research project to assess geographic and demographic variances in customer base.
·Directed media planning agency to achieve 45% more impressions from existing advertising budget by rebalancing radio, newsprint, outdoor, guerilla and insert media options.
·Relaunched website to include online ticket sales transactional capabilities, search engine marketing, blogs, and a second microsite to build contacts within the professional arts community.
·Revised theatre brand identity, logo, and all corresponding marketing communications materials.
·Directed vendor specialists in marketing including media planning agency, strategic planning agency, list brokerages, mailhouses, and interactive shop.
·Acted as primary liaison for Board.