Portfolio

Read below about some sample case projects

National Campaign for Major Artistic Leadership Announcement

A woman with dark hair and wearing teal earrings is dressed in an off-the-shoulder orange gown, standing against a dark blue background.

Photo by Ebru Yildiz

CONTEXT

Silkroad, the global music and social-impact organization founded by Yo-Yo Ma, was preparing to announce Rhiannon Giddens as its next Artistic Director. The appointment marked a pivotal transition and an opportunity to define the organization’s next chapter on a national stage.

TIMELINE

July-August 2020

PRESS HIGHLIGHTS

ASSOCIATED PRESS | NY TIMES | BOSTON GLOBE

Execution
I led the media relations campaign for the announcement, shaping positioning, messaging, and outreach. The strategy focused on framing the story as a moment of cultural leadership—not just an internal transition—centering Giddens’s artistic voice and the broader significance of her appointment.
Press materials were developed to balance Silkroad’s legacy with its future direction, while outreach prioritized top-tier national media alongside key regional outlets in Boston. Timing was aligned tightly with the announcement to maximize early visibility and narrative clarity.
Impact
The announcement generated immediate national coverage, including the Associated Press and The New York Times, with additional prominence in The Boston Globe. Through Associated Press syndication, the story extended well beyond initial placements, reaching an audience in the tens of millions. Coverage consistently reflected the intended positioning, establishing a clear narrative around Silkroad’s leadership transition and Giddens’s appointment.

Building National Visibility for a Regional Theater Festival

A man in casual work clothes, including a tan jacket and a baseball cap, is sitting on a small wooden stool on a stage set designed to look like an outdoor porch or rustic cabin. Behind him is a wooden chair and a globe, with a large sign that reads "Plum Run" hanging above. The setting has a weathered wood backdrop and looks like a theatrical or stage production.

Photo by Seth Freeman

CONTEXT

The Contemporary American Theater Festival engaged me for an extended press campaign following an initial season of work, creating the opportunity to build momentum over time. The goal was to expand national visibility while strengthening coverage in West Virginia and key regional markets.

TIMELINE

February-July 2025

PRESS HIGHLIGHTS

NY TIMES | AMERICAN THEATRE MAGAZINE | WASHINGTON POST

Execution
I led ongoing media relations for the festival, with a focus on deepening relationships in priority markets including New York, Washington, D.C., Baltimore, and Northern Virginia. Outreach was timed to align with both announcement moments and the summer performance season, allowing for more sustained visibility.
The strategy emphasized a mix of national, regional, and local placements—positioning the festival as both an artistically significant event and a compelling travel destination. In collaboration with Wild Side Media, I also supported an influencer campaign that brought D.C.-area lifestyle creators to Shepherdstown, highlighting the full festival experience beyond the stage.
Impact
The campaign resulted in expanded national and regional coverage, including features in American Theatre Magazine and The Washington Post, along with a festival roundup mention in The New York Times—a placement the organization had been seeking for several years.
At the state level, coverage deepened through placements with the Charleston Gazette-Mail and West Virginia Public Broadcasting, strengthening the festival’s local presence.
Together, these efforts broadened the festival’s visibility across multiple markets while reinforcing its position as both a leading theater event and a regional cultural destination.

Bringing Structure to Press Operations Across a Complex Festival

Orchestra rehearsal with conductor and musicians playing violins, music sheets on stands, colorful auditorium seats in the background.

Photo by María Romero

CONTEXT

The Dudamel Foundation engaged me to lead onsite press operations for Encuentros 2022, a multi-week festival in Los Angeles co-presented with the Los Angeles Philharmonic.

Spanning multiple venues—including Walt Disney Concert Hall and the Hollywood Bowl—the festival brought together artists, students, and audiences from across the U.S. and Latin America, requiring coordinated media support across a complex and fast-moving environment.

TIMELINE

July-August 2022

Execution
I served as the central point of contact for all press activity throughout the festival, managing media inquiries, coordinating logistics, and ensuring alignment across teams working both onsite and remotely.
In advance of the festival, I organized and executed multiple press opportunities featuring Gustavo Dudamel and María Valverde, including shoots with CNN Newsource and Euronews. I also designed and led a virtual press conference for Spanish-language media across the United States and Latin America, expanding the festival’s reach to international audiences.
Onsite, I managed the day-to-day flow of press activity across venues—liaising with media, coordinating with the festival photographer, and working closely with a remote social media manager to ensure timely asset delivery and consistent messaging.

Impact
Press activity across the festival was centralized and streamlined, allowing media opportunities to run efficiently despite a complex, multi-venue schedule. Advance coordination resulted in high-profile international coverage, while the Spanish-language press conference expanded access for key media audiences across multiple regions.
By serving as a single point of coordination across press, creative, and digital teams, I ensured consistency in messaging, improved responsiveness to media needs, and created a more structured and effective press environment throughout the festival.