Anh Le

Current Position
Opera Theatre of Saint Louis
Director of Marketing & PR

Biography

Anh is the Director of Marketing & PR at Opera Theatre of Saint Louis (OTSL), overseeing all sales campaigns, audience development initiatives, and media relations while providing key collaborative and strategic support on company-wide community engagement efforts. In her first season of leadership, Opera Theatre’s marketing and public relations team achieved a 6% increase in total ticket buyers for the 2019 Festival Season, and an even more impressive 14% increase in first-time ticket buyers. In addition to her duties at OTSL, Anh has spoken about issues of diversity and inclusion at OPERA America's 2017 Opera Conference, served on OPERA America's Civic Action Forum, and participated in the inaugural administrative class of The Dallas Opera’s Hart Institute for Women Conductors and Administrators.

Anh graduated from Harvard University in 2012 with a BA in History & Literature, and received honors of Cum Laude in her field, along with Harvard’s Robert E. Levi Prize for Excellence in Arts Management. In 2015, Anh completed an MFA degree in Theater Management at the Yale School of Drama, where she also served as the Associate Director of Marketing for Yale Repertory Theatre. Inspired by a lifelong love of opera, Anh first entered arts management by planning an international performance tour for her college choir and producing the Lowell House Opera, which staged the American premiere of the original Russian-language opera "Snegurochka" by Rimsky-Korsakov under her leadership.

Experience

St. Louis, MO

Director of Marketing & PR

2019 - Present
Develop and supervise the implementation of all programmatic and institutional marketing strategies and media relations strategies to advance the artistic product, raise brand awareness, grow attendance, and increase ticket sales. Design and implement strategies for one cohesive spectrum for customer engagement, building new audiences for the future through the ongoing analysis of St. Louis demographics, target markets, and local interests while working collaboratively across departments to brainstorm and execute new programs that will excite and delight non-traditional opera audiences.

Assistant Director of Marketing

2018
Developed and executed annual direct mail campaigns and media buys across print, radio, digital, broadcast, and out of home channels. In conjunction with the Director of Marketing, helped develop and define strategic target segmentation of audiences and organize all departmental activity to reach these audiences through discrete marketing plans.

Publications and Brand Manager

2015
Managed all marketing print collateral, from copywriting to art direction to print and mail distribution. Materials included season artwork, brochures, postcards, flyers, posters, annual reports, etc. Tracked and managed all print, mail, and design portions of the Marketing Department budget, approximated at roughly $170,000 annually, evaluating the ROI of print and direct mail collateral through analysis of response rates and related purchases. Raised $130,000–$150,000 in program book ad revenue each fiscal year.
Santa Fe, NM

Communications Associate

2015
Created a company social media style guide and managed the company’s Facebook, Twitter, and Periscope platforms, which showed positive growth in both followers and engagement rates during the 2015 season. Served as the editor-in-chief for the company blog, managing 3–5 freelance writers to contribute compelling in-house content during the summer season. Assisted with the copywriting and art direction of various marketing pieces, from the season program book to print ads. Tracked and archived all press and media mentions, distributing regular reports of content to the annual staff.