Irvington Theater
▸ Full-channel marketing management
▸ Campaign strategy and production key art
▸ Website design and management
▸ Social media strategy and execution
▸ Press and media relations
Irvington Theater is a 400-seat live performance venue located on the third floor of Town Hall in downtown Irvington, New York, a landmark building on the National Register of Historic Places built in 1902. Hailed as the cultural heart of Westchester County's Rivertown communities, the theater operates primarily as a rental venue, hosting a wildly diverse range of live performances, film screenings, festivals, artist talks, and community events. As their sole marketing manager, I arrived just as the organization was wrapping up a full rebrand with an outside agency, inheriting a fresh brand guide rooted in heritage, bold typography, and layered visual language.
I picked up that brand and made it my own, stabilizing and expanding it across every public-facing channel while keeping pace with a programming slate that grew from a handful of virtual events to nearly fifty in-person productions annually. From concept to execution, I took each event through the full creative pipeline: key art design and webpage design, poster and billboard production, social media, eblasts, press releases, and media outreach. Working in close collaboration with a small staff, I regularly synthesized the needs of event producers, rental contacts, and visiting artists, gathering their content, organizing it, and presenting it within the context of a brand that was consistent, compelling, and always punching above its weight.
Quadrupled social audience + grew email open rates to 45%, nearly double the industry average
My collaboration with Irvington Theater began at the height of the pandemic, when the venue was dark and live performance was impossible. Rather than go quiet, I kept the organization's presence alive through a robust slate of fully virtual programming, producing branded video content, designing streaming-ready assets, and maintaining every channel with the same care and intention I would bring to a sold-out season. When the theater's interior renovation prevented an immediate return to in-person events even as restrictions eased, I developed and branded a new initiative called Irvington Anywhere, an off-site programming series that reframed the organization's identity around its community and artists rather than its building. By the time the theater reopened its doors after a years-long renovation, the brand was stronger, the audience was engaged, and the organization was ready for its next chapter.
