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Digital marketing and music industry professional with extensive experience consulting for major entertainment and media organizations across internet marketing, streaming/broadcast, SEO, content strategy, and technical training. Known for building and redesigning digital infrastructure, improving audience and donor growth, and leading creative production across web, social, video, and PR. Experienced in music programming, data/metadata standards, and large-scale content operations, with a track record of increasing traffic, engagement, and ticket sales. Combines editorial/creative leadership with analytics-driven execution to deliver measurable results for clients and organizations.…Digital marketing and music industry professional with extensive experience consulting for major entertainment and media organizations across internet marketing, streaming/broadcast, SEO, content strategy, and technical training. Known for building and redesigning digital infrastructure, improving audience and donor growth, and leading creative production across web, social, video, and PR. Experienced in music programming, data/metadata standards, and large-scale content operations, with a track record of increasing traffic, engagement, and ticket sales. Combines editorial/creative leadership with analytics-driven execution to deliver measurable results for clients and organizations.

Joe McKesson

Digital Marketer, Music Editor, Art Director, +4

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Digital marketing and music industry professional with extensive experience consulting for major entertainment and media organizations across internet marketing, streaming/broadcast, SEO, content strategy, and technical training. Known for building and redesigning digital infrastructure, improving audience and donor growth, and leading creative production across web, social, video, and PR. Experienced in music programming, data/metadata standards, and large-scale content operations, with a track record of increasing traffic, engagement, and ticket sales. Combines editorial/creative leadership with analytics-driven execution to deliver measurable results for clients and organizations.…Digital marketing and music industry professional with extensive experience consulting for major entertainment and media organizations across internet marketing, streaming/broadcast, SEO, content strategy, and technical training. Known for building and redesigning digital infrastructure, improving audience and donor growth, and leading creative production across web, social, video, and PR. Experienced in music programming, data/metadata standards, and large-scale content operations, with a track record of increasing traffic, engagement, and ticket sales. Combines editorial/creative leadership with analytics-driven execution to deliver measurable results for clients and organizations.

Available to hire

Digital marketing and music industry professional with extensive experience consulting for major entertainment and media organizations across internet marketing, streaming/broadcast, SEO, content strategy, and technical training. Known for building and redesigning digital infrastructure, improving audience and donor growth, and leading creative production across web, social, video, and PR.

Experienced in music programming, data/metadata standards, and large-scale content operations, with a track record of increasing traffic, engagement, and ticket sales. Combines editorial/creative leadership with analytics-driven execution to deliver measurable results for clients and organizations.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Beginner

Work Experience

Consultant and Content Creator at Santa Fe Chamber Music Festival

September 1, 2023 - Present

Marketing, SEO, and social content creation. Designed and recommended digital infrastructure upgrades/redesigns; partnered with executives to set digital strategies for increased sales, audience, and donors. Led SEO/keywording/categorization strategy and execution.

Consultant and Content Creator at Sweibel Arts

September 1, 2020 - January 1, 2024

Marketing, SEO, and social media consulting for venues and performing arts organizations (theatre, symphonies, opera, dance). Designed/recommended digital infrastructure changes or redesigns and supported executives on digital strategies to increase sales, audience, and donors. Led SEO/keywording/categorization strategy and implementation. Worked with multiple arts organizations including major opera, ballet, theatre, and symphony presenters.

Creative Director at Ciao Italia Show on PBS (www.ciaoitalia.com)

June 1, 2020 - Present

Design, create, and build all client work including social media, video, websites, and public relations events. Responsible for client fulfillment, technical training, and programming for www.ciaoitalia.com and related TV/social media properties. Focused on brand support, meme support, and video support where required by clients, including re-branding, web auditing, and social media training. Helped grow social media to millions of followers with new videos, archive videos, and shorts/reels.

Creative Director at Ciao Italia Show (PBS)

June 1, 2020 - Present

Designed and built client work including social media, video, websites, and public relations events. Responsible for client fulfillment, technical training, and programming for www.ciaoitalia.com and TV show social media properties; supported brand, meme, and video needs as required; performed re-branding, web auditing, and social media training. Grew social media reach to millions of followers across platforms via new videos, archive content, and shorts/reels.

Classical Music Editor at Super Hi-Fi

September 1, 2019 - December 31, 2021

Programmed, scripted, and edited 1,000 tracks for AI-based classical radio on a new Sonos Radio platform. Created intro/outro blurbs, corrected metadata for tracks, selected music across classical sub-genres, and edited additional Broadway and opera channels. Produced stories, reels, and shorts.

Director of Marketing and Audience Development at New Orleans Opera

February 1, 2017 - March 1, 2018

Led marketing design, creation, and implementation of media buys for the 2017–2018 season. Designed print/video/photography and media creation; managed live streaming, press releases, and built a website for re-trafficking online audiences via social media. Achieved 82% increase in new customer traffic, doubled daily online visits, added ticket purchasing paths through partners and strategic media buys, increasing single-ticket sales by 400%, and reduced print spending while creating community-based events.

Vice President of Opera and Classical Programming at DashRadio.com

November 1, 2014 - April 1, 2017

Managed opera/classical programming end-to-end: booked guests/host, worked with classical labels and venues to promote local and national events and debuts. Managed marketing, social media, content creation, and brand management; produced reports and vlogs. Produced videos and live concerts for promotion and fundraising; produced three shows per week covering opera, classical, and soundtracks.

Director of Digital Marketing at Grand Sierra Resort and Casino

August 1, 2013 - September 1, 2014

Designed and maintained digital marketing platforms for the resort. Managed social media, eNewsletters, primary marketing websites, and sub-sites. Developed launch marketing for Lex Nightclub and new digital media systems incorporating automated screens and Jumbotrons. Created/produced media and graphic designs for promotions from entertainment to casino events; performed SEO/analytics and demographic reporting. Produced casino videos shown across 200+ screens.

Director of Digital Media & Online Marketing at Classical KING FM 98.1

August 1, 2012 - August 1, 2013

Established online marketing presence and developed new HTML5 platforms for mobile and web. Led social media and integrated online marketing with streaming/content. Developed video/streaming/online content, increased digital footprint, supported IT, and trained staff in software, networking, and online platforms. Oversaw web design/graphics and online music programming and licensing; developed technology partners and produced content.

Director of Global Data Management at Warner Music Group

August 1, 2009 - August 1, 2012

Created marketing, keywords, data standards, and processes for global data teams. Ensured reconciliation of assets to current standards/associations; managed international staff and guided content types and creation. Owned central data system standards and workflow; created tagging/keyword/metadata standards tied to marketing objectives for SEO and SEM.

Director of Operations at BMI (Broadcast Music, Inc.)

November 1, 2007 - June 30, 2009

Managed content acquisition, data warehousing, audio quality control, and metadata standards/normalization for a global music/video library used for digital media auditing and consumer products. Managed staff of managers and their teams (24 total). Created work optimization and project management processes. Created content deals for unique digital initiatives. Managed design for content management/reference library tools (reporting, client services, content partners). Tested published music against audio recognition technology across genres/platforms.

Director of Operations at BMI

November 1, 2007 - June 1, 2009

Managed content acquisition, data warehousing, audio quality control, and metadata standards/normalization for a global music/video library used for digital media auditing and consumer products. Managed staff (24 total) and created processes for optimization and project management. Created content deals for unique digital initiatives; designed content management and reference library tools including reporting, client services, and content partners. Tested published music against audio recognition technology across genres and platforms.

Digital Marketing Consultant at Internationally

January 1, 2005 - Present

Consultant to top entertainment companies focusing on internet marketing, streaming broadcast, media education, technical support and training, infrastructure design, web design, surveys, graphic design, music encoding, and video/photography production. Includes consulting and delivery for major media, radio/TV, and label/artist-facing organizations; also content strategy and operational enablement for touring and live programming.

Director of Music Marketing and Programming at MTV Networks

November 1, 2004 - October 1, 2007

Led production of video, editorial, and interactive content for marketing across Classical, Broadway, and Kids Music (URGE Digital Music Store). Budgeted and managed projects for MTV.com and URGE. Coordinated meetings with producers/ad sales/marketing to integrate television with web initiatives including vlogs, listings, live videos, produced videos, and editorial content. Strategized artist “celebrity” content for digital; worked with labels/tech/artists to schedule promos and coordinate multi-platform marketing; created a classical brand for URGE and introduced classical artists to the MTV community.

iTunes Music Programmer & Content Producer at Apple Computer, Inc.

April 1, 2001 - July 1, 2004

Original member of the iTunes product team; owned marketing content for the iTunes Music Store including playlists, genre pages, and promotions. Designed content management tools and site functions; scheduled exclusives/features/promotions. Managed weekly refresh of the music store and coordinated with labels for placement tied to new album/single releases. Served on creative team and created original music content, including music direction for genre pages, campaigns, playlists, and promotions.