Brian launched the Insights group at Serino Coyne - the nation's oldest live entertainment advertising & marketing firm - in the spring of 2014 after three years with the agency. The department was one of the first in the space to marry granular sales data with marketing tactics to power regression and propensity models and drive incremental revenue strategies.
As a sales strategist, he provides his clients with daily ticketing, pricing and inventory management recommendations supported by transactional data, sales patterns and market trend directionality. Just like hotels and airlines, knowing the changing supply & demand curve and elasticity for each price set every night sells the right ticket to the right buyer at the right price. The work of the Insights group allows for a show to capitalize on lucrative opportunities or pivot and correct during slowdowns.
Insights at SC works to recognize cross-departmental media efficiencies and the efficacies of advertising tactics across the sales cycle of a given show. Knowledge of buying patterns and consumer behavior allows for holistic sales management, revenue forecasting and yield modeling. In an industry where eighty percent of projects fail to recoup their initial investment, identifying incremental revenue opportunities early can be the difference between weekly profitability and not.
He has lectured for Columbia University's MFA program and the Commercial Theater Institute's 16 Week Program, Three-Day Intensive and marketing seminars.
Brian has worked in arts marketing and analytics since 2009 with sitdowns at the Isabella Stewart Gardner Museum (widely known for the largest art heist in history, still unsolved), Boston Center for the Arts, and David Ian Productions (in London's West End). During that time he also performed contract work with Toyota, Microsoft, Skype, Crimson Hexagon.
- Associate Director, Insights / Serino Coyne
- Insights Strategist / Serino Coyne
- Digital Insights Analyst / Serino Coyne
- Interactive Marketing / Serino Coyne
- Project Contractor / Crimson Hexagon
- Marketing Assistant / David Ian Productions
- Marketing & Communications Assistant / Boston University Marcom
- Public Relations and Marketing / Isabella Stewart Gardner Museum
- General Management & Production / SpeakEasy Stage Company
Connect with Brian on LinkedIn.