McCarter Theatre Center, centered between New York City and Philadelphia on the campus of Princeton University, is a creative and intellectual hub that inspires conversations, connections, and collaborations in our communities. Lead with justice and joy, and beauty in belonging. McCarter is an independent, non-profit performing arts center that creates and curates engaging performances, education programs, and community partnerships. ​
McCarter Theatre Center
Social Media Manager
2021–2023

At McCarter, I helped shape the digital voice of a major regional theater during a time of cultural shift and creative experimentation. As Social Media Manager, I ran day-to-day content across platforms (Instagram, Facebook, Twitter, LinkedIn, YouTube, Spotify, and TikTok) balancing strategy with storytelling.

But this role was more than just posting: I built partnerships, tackled PR crises, interviewed artists and patrons, and constantly adapted to the rhythm of a live-performance institution. I collaborated across departments, fine-tuned campaign messaging, and launched systems to make everything smoother and more intentional.

Notable Contributions
  • Grew Instagram from 8K → 10K (+25%) through consistent, strategic content and real-time engagement in a year
  • Created & BETA-tested the Verified Social Ambassadors program to boost reach with community influencers
  • Increased total social following by an average of 230/month through organic growth strategies
  • Built a Social Media Request Form to streamline cross-departmental content planning
  • Drove ticket sales using promo codes, influencer partnerships (20+ per Opening Night), and engaging digital campaigns
  • Ran testimonial interviews for season launches and Opening Night events
  • Led content creation across platforms, including IGTV/Reels, YouTube, and TikTok (which I launched for McCarter)
  • Maintained the website via EpiServer CMS, building 36+ product pages per season
  • Implemented “Link in Bio” tools for clearer audience conversion paths
  • Pioneered proactive Google Business/Review responses, building customer trust and visibility
  • Handled PR crises with calm & care, always aligning responses with the brand’s voice and values
  • Forged partnerships with local colleges, artists, and influencers to root the theater deeper in the community

Social Media Assets

Reels and TikTok Videos

Product Detail Page 

Created Social Media Management Guide