Melissa L. Pelkey
Director of Marketing @New 42
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WORK HISTORY
Director of Marketing @New 42
New York, NY, US
Strategize, develop, direct and oversee implementation of marketing and sales plans and activities for the New Victory Theater.• Supervise marketing and media agency to determine advertising plans and media buys for the season, making corrective adjustments as needed based evaluation of sales results to ensure efficacy of buys.• Direct development and creation of creative assets with internal team for all advertising campaigns, ensuring cohesive branding and messaging on all pieces.• Collaborate on social media marketing strategy and content marketing for New 42, New Victory Theater and New 42 Studios.• Collaborate with Senior Director of Ticket Operations and Vice President of Marketing & Communications to conceptualize and recommend positioning, packaging and pricing strategies for individual shows as well as each full season to maximize attendance, forecast sales, and set sales performance goals.• Collaborate with Education, Ticket Services, and Digital Services to develop and grow partnership with NYCHA that provides free tickets to residents to every New Victory production.• Collaborate with the Digital Services and Ticket Services teams on decisions related to utilization of CRM system in order to maintain an accurate customer database, accurate sales reporting, and to provide the best possible user experience of sales paths for our patrons.• Working closely with members of Ticket Services, Digital Services, Marketing, and Development teams to develop, design, and re-create the institution’s membership program for a more seamless and cohesive pathway from initial ticket purchase to loyal member and donor.• Develop and manage three annual department budgets, totaling over $1.2 million.• Supervise Marketing Associate and Assistant Director of Art & Design.
EDUCATION
New York University
Master's Degree, Graphic Communications Management and Technology
Elmira College
Master of Science (M.S.), Adult Education
Ithaca College
Bachelor of Music, Music and History
SKILLS
ABOUT MELISSA L. PELKEY
Provide outstanding Marketing Communications and Design expertise with a passion for the performing arts. Self-motivated, organized, and skilled in developing marketing and ticketing strategies that increase participation, advocacy, and revenue. Able to develop, implement, manage, and prioritize complex projects within time and budgetary constraints. Specialize in design, branding, social media, event planning, and customer service.
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