Sponsorship & on-site spending
I connected sponsor participation, retail offers and event promotions with the visitor experience, creating more opportunities to engage and spend on-site.
Marketing leadership · Media · Audience growth
Build the audience.
Grow the experience.
I bring brand, media, partnerships and events together to grow attendance, revenue and lasting engagement.
My experience spans entertainment, tourism, museums, community organizations and consumer brands. I connect strategy to the people it needs to reach.
with Caitlin Francis.
4×Membership revenue growth
Connecticut Science Center
Connecticut Science Center
+$1.6M2024 revenue increase
Tanglewood Popular Artist Series
Tanglewood Popular Artist Series
14,475Summer digital campaign orders
California Science Center
California Science Center
$20M+Media budget managed
Foxwoods Resort Casino
Foxwoods Resort Casino
Selected work
Different audiences.
A shared focus on growth.
Explore the challenge, my contribution and the results behind four integrated marketing assignments.
Connecticut Science Center
A decade connecting brand, mission and earned revenue.
4× membership revenueExplore case study →
Tanglewood
Artist-level strategy with a season-wide view.
+$1.6M revenue in 2024Explore case study →
California Science Center
A launch strategy that evolved with demand.
14,475 summer campaign ordersExplore case study →
The Big E
Regional reach, audience targeting and partner value.
$585K integrated media planExplore case study →
01Leadership & audience development
Connecticut Science Center
Build demand.
Advance the mission.
A science museum, education resource, membership organization and event destination—with many audiences and one connected brand.
The challenge
Grow attendance and earned revenue while keeping education, access and community engagement at the center of the experience.
What I led
I connected marketing, membership, PR, group sales and facility rentals with a shared audience strategy. Campaigns, partnerships, events and relationship marketing gave people reasons to visit, return and become supporters.
The result
I grew membership program revenue from $250,000 to $1 million in four years, built a high-performing team and expanded digital revenue through online programs, retail and e-commerce.
$250K → $1MMembership program revenue in four years
Connected commercial thinking
More ways to grow the relationship.
CRM & social growth
Membership, email and social outreach kept audiences connected between visits. I aligned communications with reasons to return, renew and participate.
Media partnerships
I combined recurring broadcast segments, exhibition launches, promotional support and on-site coverage with the paid media plan.
Sports & pop-culture programming
Team partnerships, gaming and themed events brought the Science Center into the interests and communities of new audiences.
STEM, education & workforce connections · 2019–2021
From curiosity to a career.
I led STEM career marketing and outreach connecting students, families, educators and employers with the Science Center’s educational mission.
Career showcases, camps, field trips, traveling programs and teacher professional development created different pathways into science. I connected these offerings with audience outreach and education sales, helping the right programs reach students, schools and families.
The 2019 STEM Career Connections launch named The Hartford and Cognizant U.S. Foundation as lead supporters and set a goal of reaching 50,000+ people through June 2020.
50,000+ was the initiative’s launch goal.
STEM career pathways
Connect students and families with career possibilities through showcases, camps and experiences involving employers.
Educator engagement
Build relationships with teachers through professional development, recognition and resources for classroom learning.
Education sales & outreach
Bring field trips, traveling programs and other education offerings to schools through coordinated marketing and sales.
Liquid Lounge
A science museum
after hours.
I expanded the reasons to visit through adult programming including Liquid Lounge and Science Straight Up. Themes, social experiences and expert conversations made science relevant to a different kind of night out.
Liquid Lounge’s creative shows how a familiar brand can invite a new audience in.
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Event Marketing
Give people a reason to participate.
I brought audience interests, timely programming and the Science Center’s mission into the same invitation.
Family audience · 2016
Pixelmania
A Minecraft-themed weekend connected gaming with hands-on science and a tournament.
6,000+
Weekend visitors, 200+ tournament players and more than 400 Scouts earning an event patch.
Event resultsShared community moment · 2017
A Hartford eclipse celebration.
3,000
Visitors on eclipse day, as reported by CT Mirror. Viewing, demonstrations, livestreams and outdoor programming turned a scientific moment into a community experience.
Contemporaneous coverage
Fundraising & communications · 2020
Taking the Green Gala online.
Event communications connected a virtual fundraiser with science literacy and access during the pandemic. Special guests, demonstrations, an auction and an after-party brought the mission into people’s homes.
Gala release02Live entertainment & destination marketing
Tanglewood · Boston Symphony Orchestra
Sell the show.
Grow the season.
The Popular Artist Series needed artist-specific campaigns that could also build a broader audience for the Tanglewood experience.
+$1.6M2024 revenue increase
+16KAdditional tickets in 2024
+$52024 average ticket price
One season. Many audiences.
I led go-to-market strategy across paid media, promotions, PR and tourism partnerships. Each show’s artist appeal, geography and sales pace shaped the plan, while timely offers created reasons to buy.
I planned high-impact, strategic print placements in tourism publications and The Boston Globe, timed with the digital campaign to reinforce the concert season across channels.
Record 2023 attendance and revenue led to an expanded scope for 2024. Campaign reporting also recorded 76 print and online placements and 11 broadcast placements.
Turn a concert into a getaway.
I developed a Tanglewood + Explore Western Mass creator experience around The Steve Miller Band and Bruce Hornsby, bringing together music, hospitality and destination partners.
Reels, stories, feed content, partner tagging and a ticket giveaway connected the experience with travel, lifestyle, food and entertainment communities.
Campaign creative
Distinct artists. A connected campaign.
Browse the creative, then open any example for a closer look.
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Tourism & creator partnerships · 2023
2023 “Tastemakers at Tanglewood” influencer weekend
Ten regional Instagram creators experienced a Berkshire getaway with Tanglewood, hospitality and destination partners, June 23–25, 2023.
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Plan around buying behavior.
The 2023 plan paired a strong on-sale push with sustained visibility and renewed urgency near each show. Historical analysis found 25% of tickets sold during presale and the first on-sale week, and 28% in the final 14 days.
These are historical buying patterns cited in the 2023 plan, rather than 2024 campaign results.
Reach fans in their own environments.
Specialty music publishers, email placements and partner channels complemented broad regional media. The plan connected Boston, Albany, Western Massachusetts, Hartford and New Haven with each artist’s audience.
03Exhibition launch & campaign optimization
California Science Center · Leonardo da Vinci
Find the audience.
Rebuild momentum.
A traveling exhibition in a crowded Los Angeles market called for a campaign that could adapt after launch.
14,475Orders delivered by the summer digital campaign
The campaign evolved from opening awareness to responsive audiences, promotional value and renewed urgency—keeping marketing active throughout the exhibition’s run.
Campaign in market
Make partnerships part of the plan.
Tourism and cultural partners put the exhibition in front of audiences with a reason to visit. Open an example to inspect the original.
California Science Center · Exhibition partnerships
LAFC | Sports, member offers & social promotion
I developed and executed a partnership with neighboring LAFC at BMO Stadium to promote Leonardo da Vinci: Inventor. Artist. Dreamer. Working with LAFC’s communications director and senior leadership, alongside the Science Center’s marketing team, I coordinated in-stadium promotions during games, exhibition ticket offers to LAFC’s VIP Black and Gold members, and an onsite preview visit with Giorgio Chiellini. I managed logistics and execution across both organizations.
Yelp Elite | Opening event & audience promotion
I coordinated a Yelp Elite event for the Leonardo da Vinci exhibition opening, supported by ticket offers to Yelp’s database, email blasts and social promotion. The partnership connected the exhibition with Yelp’s local community of reviewers and experience seekers.
Metrolink | Transit & audience outreach
I developed and executed a multilayered Metrolink partnership promoting the exhibition through teacher and family outreach, transit advertising, partner website promotion, and an influencer visit with video coverage.
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Broadcast coverage & exhibition updates
04Media planning, buying & promotions
The Big E · Eastern States Exposition
Regional scale.
Reasons to act.
An integrated media plan connected the reach of New England’s largest fair with more precise audience targeting and promotional partnerships.
The assignment
Make every channel play a role.
I built a $585,000 integrated media plan balancing high-reach channels with purchaser data, look-alike audiences, behavioral targeting and promotional value across Connecticut and Massachusetts.
- Broadcast TV
- CTV / OTT
- Radio
- Streaming audio
- Out of home
- Digital
- Partnerships & PR
Beyond the buy
Give partners a story to share.
Promotional partnerships and the Cream Puff Tour brought the fair to audiences ahead of opening. Transit, artist messages and on-site broadcasts connected the paid campaign with the experience itself.
The media and food preview gave journalists and creators an on-site look at the fair, opening another path to coverage and conversation.
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Partnerships · Public relations · Community
Bring more people
into the story.
I build partnerships around a shared audience opportunity—connecting organizations, finding a reason to participate and turning the idea into a program people can experience.
Tourism partnership leadership
Connecticut Dino Trail
I brought the partners together, planned the budget, and led the planning and implementation of the CT Dino Trail partnership. The program connected complementary attractions around a shared tourism story.
Governor’s Tourism Award for Partnership
Retail & sports
Family ticket offers and relationships with teams including the Hartford Yard Goats, Hartford Wolf Pack and Hartford Athletic created new entry points to the Science Center.
PR & media relationships
I connected launches, recurring broadcast segments, promotions and on-site coverage with the wider marketing plan, giving media partners useful stories and audiences reasons to engage.
Community participation
Educators, local organizations, sponsors and families became part of the experience through hands-on activities, public events and shared programming.
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Browse additional public relations and communications samples
About & experience
The big idea.
The plan.
The follow-through.
I’m a collaborative marketing leader with experience on the client, agency and consulting sides of the business.
I have led teams, built brands, managed major media budgets and connected marketing with sales and revenue goals. I stay involved through execution: the partner conversation, the launch, the on-site experience and the performance review.
Audience developmentMedia strategy & buyingBrand leadershipPartnerships & sponsorshipsPR & influencersCRM & salesEventsTeam leadership
Media Director · Mascola Group
Media strategy, placement and promotions for The Big E and B2C and B2B clients.
Founder & Principal · Brand Love Media
Marketing consulting, brand strategy, media, PR and events, including agency partnerships.
Marketing Director · The Gold Group
Account and go-to-market leadership for Boston Symphony Orchestra/Tanglewood, California Science Center and ArtsEmerson.
VP, Marketing & Communications
Connecticut Science CenterLeadership across marketing, membership, PR, group sales, facility rentals and brand.
Foxwoods Resort Casino
Media buying at scale.
I managed a $20M+ media budget, negotiated $2M+ in added value and promotions, and established in-house buying guidelines and ROI tracking.
XL Center & Rentschler Field
A new name. A broader stage.
I led the XL Center rebrand and integrated sports and entertainment marketing and PR. The naming transition generated more than $500,000 in earned media.
Six Flags Theme Parks
Events that drove visits.
I managed a $4.5M media budget, negotiated $1M+ in added value, and developed event and concert programming that drove 100,000+ incremental visits.