“A cultural campaign does not begin when the poster is published. It begins when we decide why someone should want to be there.”
Introduction
For over a decade I have worked at the intersection of marketing, creation, communication, box office and audience behaviour. My experience began in theatre production and developed in a context where ideas have to take shape, find people and produce results.
Verified results
+65%
increase in online sales through integrated digital campaigns
+170%
growth in organic performance and a tripled audience base over time
2M+
monthly impressions on Meta
up to 6M
monthly impressions on Google during peak activity periods
600k+
attendees supported by a large-scale commercial theatre programme in 2024
My professional laboratory
Teatro Politeama has been my main professional laboratory: a context where strategy, creation, communication, production, box office and the relationship with the audience all happen at once. That proximity taught me to see a campaign not merely as communication, but as part of the life cycle of a show itself.
Areas of value
Where I tend to be most useful
- 01
Cultural marketing strategy
Defining why a campaign exists before defining its calendar: positioning, promise, priority audiences and sales rhythm.
- 02
Digital and social media strategy
Building ecosystems where organic, paid, content and box office pull in the same direction, with continuous reading of the data.
- 03
Creative direction
Translating the central idea of a show into a visual and narrative language that holds across every touchpoint.
- 04
Content and copywriting
Writing for desire and for clarity: titles, sales arguments, campaigns, newsletters and editorial narrative.
- 05
Consultancy
Supporting theatres, producers and cultural projects that need strategic structure, not only execution.
Selected work
View all work →
Notes on culture and audiences
View all notes →A cultural campaign does not begin with the poster
On desire, promise and the decision that precedes any piece of communication.
What the box office tells us about the audience
Sales data as a form of listening, not merely as reporting.
Why cultural marketing needs to think beyond social media
Social platforms are an excellent channel and an insufficient strategy.