Melissa A.E. Sanders

About

With more than 20 years of experience, I am a seasoned public relations and marketing professional specializing in entertainment, lifestyle, and various other industries, including nonprofit, education, and professional services. A master storyteller and innovative strategist, I have lived and worked in major markets including New York City, Atlanta, and the San Francisco Bay Area. Since founding my PR agency in 2015, I have led impactful campaigns for high-profile clients like ESL FACEIT Group, the Olympic Virtual Series, Politan Row, Fox Theatre, Skillshot Media, Path2College, and Craft Apes, among others, while collaborating with major organizations such as SXSW, PAX West, The Recording Academy, Atlanta Falcons, and MasterCard. My career also includes past leadership roles at renowned institutions such as the New York Philharmonic, Atlanta Symphony Orchestra, and the Green Music Center. I am actively engaged in professional organizations (including PRSA, The Recording Academy, WIFTA, Women in Music), and am the co-founder of the Georgia Entertainment PR Alliance. I bring a dynamic blend of creativity, passion, and expertise to every endeavor.

Experience

• Founder & Chief PR Maven · Tadpole Communications10-01-2015

  Public relations agency specializing in entertainment, lifestyle, and nonprofits — from music, film/tv, and esports/gaming, to arts, food, professional services, and more. Manage clients and projects including: ESL FACEIT GROUP + DREAMHACK | TYLER PERRY EXHIBIT | POLITAN ROW, TIAA + PATH2COLLEGE | STAR FOREST | TERMINUS MODERN BALLET THEATRE | SKILLSHOT MEDIA | GHOST GAMING | FOX THEATRE | CHILDREN'S MUSEUM OF ATLANTA | FINE HYGIENIC HOLDING | LAUGHING MAN COFFEE CO. | SXSW GAMING AWARDS | CAMP | PEOPLE STORE | CREATIVE MEDIA INDUSTRIES INSTITUTE at GEORGIA STATE UNIVERSITY | GEORGIA STAND-UP | CRAFTY APES | PC&E | MOONSHINE POST-PRODUCTION | JOHN DRISKELL HOPKINS | RENEGADE ESPORTS | HOUSTON OUTLAWS | PRIMAL SCREEN | DEKALB ENTERTAINMENT COMMISSION | ATLANTA POPS ORCHESTRA | MIAMI CITY BALLET | PANO SONOMA MUSIC FESTIVAL | CHARLOTTE MARRIOTT CITY CENTER | CONCERTS FOR AMERICA | PERATA VINEYARDS

• Vice President · Watkins McGowan, LLC2017 – 09-01-2017

  Managed public relations clients and projects including: AGCO | GREENFIELDS USA | MERCY HOUSING SOUTHEAST | ATLANTA POPS ORCHESTRA | PIANO SONOMA MUSIC FESTIVAL | ROCKY ROMANELLA

• Senior Director for Marketing & Communications · Green Music Center at Sonoma State University05-01-2014 – 12-01-2015

  • Develop and manage all aspects of communications, marketing and promotions for nearly 80 concerts —spanning genres of classical to country and jazz to rock— across three venues including Weill Hall, Weill Hall and Lawn and Schroeder Hall. • Execute integrated marketing-communications strategies aimed to increase revenues, cultivate audiences and engage communities. • Manage all marketing and promotions for opening of the new, 240-seat Schroeder Hall in August 2014. • Develop collaborations in wine and tourism industries for revenue-potential partnerships. • Launched newly designed concert program book with increased revenue potential. • Support increased collaborations with SSU students, including integration of GMC programming into curriculum.

• Senior Director, Communications · Atlanta Symphony Orchestra04-01-2010 – 06-01-2014

  In addition to duties handled as Director of Public and Media Relations: - Develop and implement all internal and external strategic communications plans, and crisis and issues management plans. - Plan, execute, and oversee all traditional and social media relations for the Atlanta Symphony Orchestra and its brands. - Create and oversee all communications materials (e.g. executive communications, speaker’s bureau, website content, video, photography, social media, and program book editorial, special publications) to ensure brand adherence and messaging. - Planned and executed crisis communications plan for 2012 labor negotiations.

• Director of Public & Media Relations · Atlanta Symphony Orchestra2008 – 04-01-2010

  - Develop, plan, and execute all traditional and social communications plans for Atlanta Symphony-related concerts and events. - Oversee content development for outlets including online media center, newsroom, and editorial content of website, as

• Associate Director, Public Relations · New York Philharmonic09-01-2000 – 12-01-2007

  - Develop and implement traditional and social strategic public relations plans for over 200 subscription and special concerts annually, plus international tours and residencies, national and international radio broadcasts, Live from Lincoln Center national telecasts, education programs, press conferences and events and recordings. - Coordinate and execute content development, editing, and production of Annual Report, Playbill program book, special publications and website. - Develop and execute promotional partnerships and events in coordination with partners such as Citibank, New York Yankees, Credit Suisse and Time Warner.- Develop and implement traditional and social strategic public relations plans for over 200 subscription and special concerts annually, plus international tours and residencies, national and international radio broadcasts, Live from Lincoln Center national telecasts, education programs, press conferences and events and recordings. - Coordinate and execute content development, editing, and production of Annual Report, Playbill program book, special publications and website. - Develop and execute promotional partnerships and events in coordination with partners such as Citibank, New York Yankees, Credit Suisse and Time Warner.

• Senior Publicist · New York Philharmonic10-01-1999 – 09-01-2000

  - Coordinated all publicity efforts and materials for international tours and residencies, including: liaising with sponsors, local presenters and Operations department; events planning, implementation and production; Tracked and disseminated all tour-related press; produced tour press book. - Coordinated all publicity efforts for summer Concerts in the Parks, including coordinating NY1 News pre-produced 1/2 hour feature and on-site live, one-hour broadcast; liaised with sponsors, major media outlets, Operations department, NYC Parks Departments, and vendors. - PR liaison for live, monthly radio broadcasts: composed press releases, speaking points and radio spots for live, monthly, national broadcasts; reviewed scripts; scheduled artist interviews for intermission features.

• Public Relations Associate · New York Philharmonic03-01-1997 – 10-01-1999

  - Generated national publicity for concerts, events, artists, and special projects, including launch of record label. - Launched national radio series and coordinated speaking points and radio spots for live, monthly, national broadcasts; review scripts; scheduled artist interviews. - Scheduled and directed photo shoots and portrait sittings for Orchestra members; booked and briefed photographers and camera crews; obtained photo clearances; oversaw selection and captioning of photos for publications; maintained portrait gallery on Grand Promenade.

Education

• The Ohio State UniversityBA, Journalism/Public Relations

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