I oversaw organic and paid social media across Carnegie Hall’s five distinct brands and their respective channels (Facebook, Twitter, Instagram, LinkedIn, YouTube, and Snapchat). I systematized our paid social process and led strategy for 200+ annual paid and organic campaigns, while building space for the Hall’s wide ranging artistic and educational programming. Here are a few of the projects I worked on:

CARNEGIE HALL
One of the most recognizable and storied music institutions in the world.

ROLE
Manager, Social Media & Digital Marketing | 2016-2019

BRAND CAMPAIGN — “TRY SOMETHING NEW YORK”

I produced Carnegie Hall’s first digital brand campaign. While Carnegie Hall markets for its hundreds of concerts and programs, this was the first digital-only campaign that invited people to explore the Hall’s various concerts and offerings.

This project started by organizing the results of a department-wide ideation. From their ideas, I pitched the creative concept and slogan, “Try Something New York” — encouraging people to check-off the “go to Carnegie Hall” bucket-list item while also connecting us as something ironically New York.

In addition to leaning on Carnegie Hall’s existing identity as a space you want to hear classical music, this creative expanded on existing perceptions by talking about how you would feel in the space. After concept alignment, I briefed our creative team, copywrote, and managed the campaign strategy with our media partners.

The campaign produced both a healthily positive ROI, driving towards department exceeding revenue for the fiscal year, as well as being well received and generating thousands of positive engagements. 

Additionally, we repurposed the campaign concept to promote ticket sales for a series of three concerts that sit outside the normal season. 

INTERNAL AGENCY

Carnegie Hall produces 100+ concerts a year, manages a subscriber base, fundraises, has wide-ranging educational and community outreach programs, offers tours, sells merchandise, celebrates their archives and history, and general community building. After years of finding success with traditional marketing strategies, Carnegie Hall was inconsistently leveraging paid social to support the organization.

As I joined the team, I organized the process and led the growth of paid social — including strategy, creative, and execution. This began by onboarding our partners Capacity Interactive, who built and managed the day-to-day of our campaigns, and identifying internal needs.

I started out with a team of two creating content and leading strategy for initial test campaigns. After crystalizing process and proving success, I led the wider adoption of paid social across the organization. There was a 200% increase in campaign requests for each of the three years I led the program. As need expanded,  I continued to lead strategy, but grew the team to include 10 contributing content producers. 

As the internal social agency, I defined strategy with project stakeholders, monitored and tracked campaign performance, and provided forecasts, status updates, and final campaign reporting to senior leadership. I trained and advised social strategy across teams in the organization. 

After the first full year with our team, paid social campaigns resulted in 12,000+ purchases and a 500% average ROI. 

At capacity, I oversaw strategy and managed both content and execution of 200+ annual paid and organic social media campaigns on Facebook, Twitter, Instagram, LinkedIn, YouTube, and Snapchat.

“TAKE ON ME”

If you’ve made it this far down the page, here’s a little treat. I produced and operated the camera for this music video shoot of a-ha’s “Take On Me” with Brooklyn Duo and Carnegie Hall’s professional training program, Ensemble Connect. The video has now amassed more than 5 million views!