Serena Robbins

Director, Patron Insights and Engagement @92nd Street Y

New York, NY, US

Provide strategic leadership and support for 92Y\'s nationally renowned Talks Series, Tisch Center for the Arts concerts and Harkness Dance Center performances to ensure that all marketing, advertising, and promotional campaigns are aligned to overarching brand strategy.•Train teams on systems including Salesforce, Google Analytics, Webdam, GoProof, and JIRA.•Manage/allocate and optimize ~$500K annual marketing budget, research relevant media outlets for diverse event content (e.g. jazz, classical, comedy, poetry), and define marketing strategy based on target audience demographics.•Drive marketing campaigns for the Talks Series that features celebrity guests (e.g. Sonia Sotomayor, Bruce Springsteen, Lizzo, Malcolm Gladwell, et al.). Manage announcement schedule with sales and PR teams, create e-mail announcements, collaborate with design for artwork, and manage deployment of e-mail and ads on short notice.•Co-lead the Audience Development working group tasked with improving understanding of the patron base and ensuring programs appeal to diverse audiences. Interviewed 11 internal program areas, engaged cultural groups to share insights and explore collaborations, and oversaw audits of marketing and digital/live patron experience. •Guide the creative process for marketing efforts and coordinate design, editorial, programming, digital, PR, and external partners to implement best practices and optimize sales and patron experience.Defined KPIs and report periodically on the ROI on marketing campaigns and initiatives.•Train teams on systems including Salesforce, Google Analytics, Webdam, GoProof, and JIRA.

Shenandoah University

Bachelor of Science (B.S.)