NeueHouse
Cultural Programming, Direction & Strategy
2018-2020
Cultural Programming, Direction & Strategy
2018-2020
As director of cultural programming, I stewarded the creative integrity of cultural programming and member experience across hospitality, live events, content and design touchpoints often working with internal and external design teams and agencies to execute world-class concepts for interactive pop-ups, tentpole events, galas, art installations, performances, talks, workshops, screenings, and festivals on and offsite.
Over 2 years, I have collaborated, co-created and commissioned 250+ projects with multidisciplinary creators, industry leaders and partners across a variety of scales, formats and levels of complexity as well as spearheaded the communication strategy redesign and launched new content series to showcase innovative ideas and voices within our community.
From the onset, I helped define audiences, sharpened value proposition, built metrics and insights to evolve offering, established best practices for member retention increasing membership from 74% to 96% and driving acquisition at 15% MOM, as well as prototyped and launched SALON, a new membership offering aimed at an evening demographic.
Overall, the efforts improved brand positioning and engagement through diverse, high-quality programming and digital and social media content, positive press & effective marketing strategies.
Over 2 years, I have collaborated, co-created and commissioned 250+ projects with multidisciplinary creators, industry leaders and partners across a variety of scales, formats and levels of complexity as well as spearheaded the communication strategy redesign and launched new content series to showcase innovative ideas and voices within our community.
From the onset, I helped define audiences, sharpened value proposition, built metrics and insights to evolve offering, established best practices for member retention increasing membership from 74% to 96% and driving acquisition at 15% MOM, as well as prototyped and launched SALON, a new membership offering aimed at an evening demographic.
Overall, the efforts improved brand positioning and engagement through diverse, high-quality programming and digital and social media content, positive press & effective marketing strategies.
Press
+ L’Officiel
+ Los Angeles Times
+ New York Magazine
+ Vogue
My contributions
+ Strategic Planning & Communications
+ Brand Development
+ Creative Direction: Visual & Copy
+ Product Innovation
+ Event Design
+ Partner and Talent Management
+ Programming
+ Curation
+ Research & Insights
+ Budget and P&L Management
Select collaborators
+ Diane von Furstenberg, fashion designer
+ Carrie Mae Weems, artist
+ Jean Case, philanthropist and climate activist
+ Ndaba Mandela, activist
+ Dr. Ruth, author, sex therapist
+ Salman Rushdie, author
+ Andre Leon Talley, fashion icon
+ Hank Willis Thomas, artist, activist
+ Antwaun Sargent, art critic, curator
+ Shirin Neshat, artist, filmmaker
+ Sierra Miller, actor
+ Ellen von Unwerth, photographer
+ Hassan Minhaj, comedian
+ Tavi Gevinson, actor, entrepreneur
+ Mara Hoffmann, fashion entrepreneur
+ Padma Lakshmi, author, activist
+ Aparna Nancherla, comedian
+ Celine Semaan, sustainability activist
