Nella Vera

Director of Marketing at Feinstein's/54 Below, BFV Management & Commercial Theater Institute
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Contact Information
us****@****om
(386) 825-5501
Location
New York, New York, United States, US
Languages
  • Spanish -

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Vera Kuipers

I took Nella’s Marketing & Community Engagement class as part of my Certificate in Arts Management at NYU SPS CALA and it was such an insightful experience. I learned a lot through Nella’s online classes, forum participation, reading and writing assignments and very inspiring Zoom sessions with professionals in the field of publicity, community engagement and content marketing. Through work I have been handed multiple marketing and communication responsibilities, but this class gave me the confidence and formal instruction covering the full scope of a thorough marketing strategy. I recommend this class to anyone who’d like to get a more through understanding of marketing for the arts, entertainment and creative industries.

Alice Roberte

I took Marketing the Arts at NYU and Nella was my instructor in a dynamic and full of concepts class. With her I learned many hacks to improve marketing plans and get successful results.

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Credentials

  • Diversity and inclusion in the workplace
    Coursera
    Mar, 2021
    - Sep, 2024
  • Adult First Aid/CPR/AED
    American Red Cross Greater New York
    Mar, 2021
    - Sep, 2024

Experience

  • Feinstein's/54 Below, BFV Management & Commercial Theater Institute
    • Director of Marketing
      • Mar 2016 - Present

      • Directs integrated marketing strategies for various enterprises at BFV Management including “Broadway’s Supper Club” Feinstein’s/54 Below, the Commercial Theater Institute, STOMP, and other theatrical projects. Budget sizes for Broadway shows ranged from $1-3MM. • Implemented new digital marketing initiatives that included the design and launch of a new website, increasing page views by 33%. • Devised and executed compelling content strategy to increase fan engagement and conversions exponentially. • Revitalized social media campaigns that grew the Facebook community by 29.3%, Twitter followers by 110% and Instagram by 1,614%. • Introduced live streaming video contributing to a 4,400% increase in video views and 103% increase in total engagement in Facebook. • Branded and launched a streaming concert video series; oversaw technical aspects of streaming performance and delivery to online audiences. • Leads a team of six in executing marketing plans, creative development, and managing vendor relationships. Show less

  • Brooklyn College
    • United States
    • Higher Education
    • 700 & Above Employee
    • Adjunct Instructor in Arts Marketing
      • Jan 2022 - Present

      Teach arts marketing in the Theater MFA program. Teach arts marketing in the Theater MFA program.

  • New York University
    • Higher Education
    • 700 & Above Employee
    • Adjunct Instructor
      • Sep 2013 - Present

      Teach arts marketing and community engagement in the School of Professional Studies. Teach arts marketing and community engagement in the School of Professional Studies.

  • SERINO/COYNE
    • United States
    • Advertising Services
    • 1 - 100 Employee
    • Group Director
      • Mar 2015 - Dec 2015

      • Created strategic marketing initiatives for Broadway and performing arts clients, including The Metropolitan Opera and Lincoln Center, Inc. and Disney's The Lion King. • Managed client relationships, working collaboratively to achieve brand objectives/revenue goals. • Functioned as team leader to guide integrated agency departments, including media, broadcast, digital, and promotions in achieving ROI and KPI’s. • Worked with creative directors to generate compelling and stylish campaigns and artwork. • Led a team of account executives and assistant account executives in executing all media plans. • Part of the social media team that promoted the 2015 Tony Awards. Provided content for live feeds on the night of the event. Show less

  • Theatre for a New Audience
    • United States
    • Performing Arts
    • 1 - 100 Employee
    • Director of Marketing & Communications
      • Dec 2012 - Mar 2015

      - Was responsible for development and implementation of strategic marketing objectives supporting the mission and programs of Theatre for a New Audience. - Created and managed the company's digital strategies, including SEO, digital advertising, web design, social media and online engagement programs. - Drove programmatic marketing initiatives that effectively promoted the content/events presented by the organization. - Led the creation of institutional marketing strategies. - Developed and supervised customer relationship management programs. - Managed outreach campaigns to affinity groups, local community groups and business leaders. - Led campaign to market a newly opened center for classical theater in Brooklyn, increasing subscriptions by 300% and doubling the number of young patrons. - Managed relationships with vendors and outside consultants. Show less

  • The Public Theater
    • United States
    • Performing Arts
    • 200 - 300 Employee
    • Director of Marketing
      • May 2009 - Jun 2012

      • Supervised all marketing, advertising, audience development, and merchandising for five downtown stages and Shakespeare in the Park in the 1800-seat Delacorte Theater. • Responsible for audience of over 300,000 across a mainstage membership season, The Under the Radar Festival, Mobile Shakespeare Unit, Public Lab Series, New Work Now, and Shakespeare in the Park. • Created media plans, supervise creation of artwork, crafted communications and messaging for all productions, programs and festivals. • Redesigned annual membership campaign and patron retention/loyalty programs resulting in 40% growth. • Restructured festival pass program for Under the Radar with 300% increase in pass revenue. • Managed $1 Million expense budget and responsible for over $4 Million in earned income. • Oversaw promotions and strategic partnerships for The Public Theater and Shakespeare in the Park, including securing new radio and print sponsorships. • Maintained integrity of the Public brand, working closely with graphics consultant and in-house graphic team. • Oversaw new media, including the creation of The Public’s robust social media community, blog launch, and website redesign for Shakespeare in the Park. • Produced 50+ videos and archival tapings of theatrical productions and panels. • Created innovative social media events, including the first New York Tweet-up and the Public’s first live-tweet event, which attracted national press attention. • Revitalized audience development program, resulting in new and more diverse theatergoers, including the expansion of the Public’s Ambassador program, affinity group nights and community outreach efforts. • Member of management team for The Public’s Broadway ventures, including HAIR, BLOODY BLOODY ANDREW JACKSON and THE MERCHANT OF VENICE. Show less

  • Center Theatre Group
    • United States
    • Performing Arts
    • 100 - 200 Employee
    • Associate Director of Marketing
      • Nov 2007 - May 2009

      • Oversaw day-to-day operations of one of the country’s largest theatrical marketing departments, including web development, subscription campaign, creation of artwork, writing copy for printed and electronic communications and collaborating with NY producers and tour reps on visiting shows. • Create and execute marketing campaigns, promotions and special events for three theatres, including the 2,000-seat Ahmanson Theatre, the 738-seat Mark Taper Forum and the 317-seat Kirk Douglas Theatre. • Develop electronic strategies, including the creation of the CTG blog, email newsletter, email communications, podcasts and video features. Manage social networking media and outreach. • Implement strategies for audience development, engagement and diversification. Show less

  • Signature Theatre Company
    • United States
    • Performing Arts
    • 1 - 100 Employee
    • Director of Marketing
      • Mar 2005 - Nov 2007

      • Created and developed marketing plan and budget for three seasons, including record breaking 15th Anniversary. • Managed all aspects of subscription campaign; increased subscriptions each season. • Directed and executed all marketing initiatives, including direct mail, advertising, creation of artwork, and production/institutional messaging. Successfully diversified and increased audience each season. • Created and developed marketing plan and budget for three seasons, including record breaking 15th Anniversary. • Managed all aspects of subscription campaign; increased subscriptions each season. • Directed and executed all marketing initiatives, including direct mail, advertising, creation of artwork, and production/institutional messaging. Successfully diversified and increased audience each season.

  • March of Dimes
    • Non-profit Organizations
    • 700 & Above Employee
    • Community Director (Seasonal assignment)
      • Jan 2002 - Jul 2002

      • Managed fundraising events, including annual WalkAmerica. • Secured sponsorships and in-kind donations; provided leadership to volunteer committees. • Researched and targeted potential corporate partners; recruited and cultivated corporate teams. • Analyzed fundraising and marketing data and created strategies for increasing revenue. • Managed fundraising events, including annual WalkAmerica. • Secured sponsorships and in-kind donations; provided leadership to volunteer committees. • Researched and targeted potential corporate partners; recruited and cultivated corporate teams. • Analyzed fundraising and marketing data and created strategies for increasing revenue.

  • Manhattan Theatre Club
    • United States
    • Performing Arts
    • 100 - 200 Employee
    • Director of Planning & Projects/Manager of Special Events
      • Aug 1999 - Nov 2001

      • Planned and budgeted events, including annual Galas with revenues of $1 Million+. • Wrote and designed the company’s annual report and donor newsletters. • Supervised data entry; managed acknowledgement and fulfillment process for all events. • Planned and budgeted events, including annual Galas with revenues of $1 Million+. • Wrote and designed the company’s annual report and donor newsletters. • Supervised data entry; managed acknowledgement and fulfillment process for all events.

Education

  • Columbia University
    MFA, Theatre Management
  • Georgetown University
    BA, English
  • Leicester Polytechnic
    Shakespeare Studies

Community

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