Theatrical Marketing Leader
From Campaign
to Community.
I believe in the theatrical experience the way some people believe in church. There is something that happens in a darkened room full of strangers watching the same story that cannot be replicated on a couch. Film marketing and theatrical exhibition only work when they work together — a campaign that doesn’t understand the communal experience it’s selling will never fully land, and a theater that doesn’t understand its community will never be full. That intersection is where I love to work.
Selected Work
BAM (Brooklyn Academy of Music) FILM
Lead Cinema Marketing Manager · 2023–2025
BAM Rose Cinemas is one of New York City’s most celebrated arthouse cinemas as a multi-screen venue known for ambitious, mission-driven programming and audiences who seek it out. I led marketing and communications for BAM’s year-round film program, overseeing campaign strategy, content, community partnerships, and audience development.
In FY25, working alongside BAM’s film curators and institutional marketing team, we drove total sales to $2.46M, exceeding combined annual goals by 111.7% and outpacing projections by over $307K. A data-informed digital campaign delivered a 273% ROI increase year over year. In FY24, the program exceeded revenue goals by $290K. Both years came down to the same thing: campaigns that understood BAM’s audience well enough to find them where they actually were.
Maryland Film Festival / SNF Parkway Theatre
Director, Marketing & Communications · 2022–2023
The Maryland Film Festival is Maryland’s largest film festival. SNF Parkway Theatre is Baltimore’s only nonprofit cinema. I led all marketing and communications for both, simultaneously managing festival campaign strategy and year-round theatrical programming at one of Baltimore’s most important cultural institutions.
In 2022 I exceeded SNF Parkway attendance goals by nearly 10% through targeted outreach and grassroots partnerships. As a Sundance Film Festival Satellite Screen site, I led local marketing and audience development for those programs, selling out screenings in a challenging market. I also launched the organization’s CRM platform and built internal communications workflows.
National Center for Transgender Equality
Digital Strategist · 2014–2016
NCTE is the nation’s leading transgender rights advocacy organization. As Digital Strategist, I led marketing campaigns focused specifically on reaching trans people of color and communities that traditional outreach struggled to reach. The work started before any campaign did by understanding how those communities actually moved and communicated, then building the strategy around that.
I also led digital marketing for the 2015 U.S. Trans Survey which is the largest national survey of transgender people ever conducted. Through intentional outreach built around community trust, our team was able to triple participation to nearly 28,000 respondents. I played a large role in this campaign by building a pre-launch email list of 14,000 subscribers from scratch. I also led campaigns that doubled NCTE’s social media following and supported landmark advocacy efforts, including the first-ever LGBT Congressional Caucus on transgender violence.
My Approach
01
The Audience First
Demographic assumptions are not audience strategy. Every campaign I’ve built has started somewhere more specific: who are we actually trying to reach, and do we understand them well enough to find them? I build campaigns around real communities: how they move, what they trust, where they already are.
02
The Art and the Business
Every organization I’ve worked for has had to balance artistic mission against financial reality. I’ve never found them to be opposites. A campaign that genuinely understands its audience can honor the art, build community, and hit the number, often because it’s doing all three at once.
03
The Long Game
Audiences aren’t transactions, and the campaigns I’m proudest of have built communities of people who came back. At BAM, at the Parkway, at CinemaCon, the work has always pointed toward the same thing: making moviegoing feel like it belongs to the people in the seats.