Mr. Tom O'Connor, Director
Tom is a New York-based marketing and audience development specialist with extensive experience in the non-profit and commercial performing arts field, spanning Broadway, Off-Broadway, regional theatre, and multi-disciplinary performing arts centers. Most recently, he served as a founding Director of the Tessitura Network's Enterprise Consulting division, developing strategic plans and customer engagement strategies for some of the world's great arts and culture organizations, large and small. Prior to this time, he served as Director of Marketing & Audience Development for Roundabout Theatre Company, New York's largest not-for-profit theatre. From 2009 to 2014, this included many transformative initiatives for Roundabout, including implementation of a new company-wide brand identity, marketing department restructuring, expanded utilization of research data and analytics, customer service operation restructuring, website redesign/relaunch, and development of the company's first-ever Loyalty Program.
Tom has also previously held marketing and audience services positions with Manhattan Theatre Club, Situation Interactive, the Huntington Theatre Company, and Boston's Stuart Street Playhouse. He is a past adjunct lecturer in the Brooklyn College Graduate Program in Performing Arts Management where he taught Marketing for the Performing Arts, as well as a regular guest lecturer in the Graduate Program at Columbia University. Tom regularly presents on marketing and branding at the National Arts Marketing Project, Theatre Communications Group, Capacity Interactive Digital Marketing Bootcamp, and Tessitura Learning & Community Conferences.