As Director of Marketing, I led Woolly Mammoth’s Marketing, Communications, and Audience Services department, driving $1–2 million annually in subscriptions, single tickets, group sales, merchandise, and concessions. My leadership focused on audience growth, brand innovation, and revenue generation during a pivotal season of bold programming and institutional transformation.

For the world-premiere musical Dead Inside starring Riki Lindhome, I exceeded campaign milestones, generating $190,000+ in ticket revenue and $10,000 in merchandise sales. I improved subscription pacing by 50% season-over-season, oversaw a $250,000–$350,000 advertising budget, and led a digital ad strategy with $100,000 in spend delivering 3x ROMI. At the same time, I spearheaded a new social growth strategy that produced +130% engagement, record-high views, and nearly 1,000 new followers per month.

I restructured and managed vendor relationships, onboarding a new PR consultant and graphic designer, while mentoring the Lin-Manuel Miranda Family Marketing Fellow and supervising interns from area universities and high schools. Under my direction, email communications achieved 70–80% open rates and contributed to a 27% increase in subscriptions, while front-of-house training improved customer satisfaction scores from 3/5 to 4/5 NPS.

My role extended to institutional campaigns and event leadership. I served as project manager for initiatives including the $2.5M Sherman Fairchild grant campaign, the 45th Anniversary Gala “March of the Mammoth”, and multiple playbills and branding rollouts. I also produced high-profile partner events, from Theatre Week Kickoff and Jeffrey Sellers’ Theater Kid book launch with Politics & Prose, to a DC Design Week event spotlighting Cheryl D. Holmes-Miller.

Beyond marketing, I spearheaded on-site activations such as the 70’ OBEY Shepard Fairey mural in Chinatown with DowntownDC BID and Change the Ref, and I secured $25,000 in funding from World Pride/Capital Pride Alliance for a sold-out three-day Pride Plays Festival. My creative campaigns included the 46th Season Announcement, teaser trailers, social video content, and documentary-style storytelling like the Mammoth Migration film.

As Chair of the External Relations Ambassadors Committee and Co-Chair of the Accessibility Committee, I strengthened Woolly’s community engagement and inclusion practices, ensuring the organization’s brand was not only bold onstage but resonant and welcoming offstage as well.