CAMPAIGN
The Whitney Museum of American Art is a non-profit modern and contemporary art museum in the heart of Manhattan. It needed to be positioned as a must-see destination, especially against competitors like the Met, to drive sustainable visitation.

CONTRIBUTION
As Director of Marketing and Media Strategy, I led brand positioning and storytelling for the museum, partnering across creative, membership, communications, and strategy teams to deliver integrated campaigns spanning paid, owned, and earned channels, all aligned to the museum's mission and social impact goals.

RESULTS
Built in-house brand creative capability and reduced reliance on external agencies. Introduced new media buys and bolder, more visual and vibrant creative than the museum had run before. Drove sustained membership and visitation growth among New Yorkers, tourists, and art enthusiasts nationwide, making art more accessible to diverse audiences and cementing the Whitney as a landmark destination noted on TripAdvisor.