Andrew C. McGibbon
Writer, Video Producer, Content Creator, Theatre Critic and Digital Project Manager
Creative writer, marketer, digital project manager, video producer, content creator, stage manager and theatrical critic with twenty amazing years discovering ways to leverage multimedia to bring the magic of the arts to a wider audience. I am creative, industrious, driven, curious, and funny.
Launched TheAndyGram.com in 2008 as an outlet for my reviews of Broadway and off-Broadway shows. Developed the site using the Joomla content management system and written more than 200 reviews of Broadway and off-Broadway shows. Revenue has been generated through content syndication, ticketing affiliate programs and AdSense display advertising. Revenue has also been realized through the repurposing of reviews into video for the Broadway Channel.
Project managed the team that moved this company's online presence from a mostly static website to a dynamic, Joomla site with which the company could easily expand. It reduced workload by allowing departments more control over their own content. Drove ticket sales by developing multimedia content to support the programming schedule, including the live streaming of full concerts using LiveStream and YouTube. Drove ticket sales by creating and managing email campaigns through multiple vendors. Made strategic recommendations based on Google Analytics tracking analysis. Developed the organization's social networking strategy with a presence on Facebook, Twitter, FourSquare, YouTube, and Pinterest. Implemented ecommerce solutions using Miva Merchant. Managed implementation of new Tessitura ticketing system into new website.
Wrote and produced compelling website content and red carpet webcasts to accompany the telecast and effectively project managed a team of 30 technical, marketing and editorial personnel. Liaised with the television and event producers to create a common look and feel between the on-air design and the interactive design. Identified, structured, negotiated and closed strategic, marketing and operational partnerships.
1999 - 2001
New York, NY
Executive Director of Special Projects
Coordinated the development of a database and back-end user interface for a national theatrical listings directory. Successfully developed strategic and operational partnerships to drive traffic, increase revenue and build brand awareness. Designed, implemented and managed a membership ticket discount program.
1995 - 1999
Playbill On-Line (www.playbill.com)
New York, NY
Developed and managed the website from initial concept to one of the most trafficked theatre websites on the web. Managed the redevelopment of a large data rich website at a time when dynamic websites were in their infancy. Developed proposals for, and made pitches to major magazine and online advertisers in an effort to secure added revenue for the company. Delivered high-profile live online events such as backstage coverage of the Tony Awards, Broadway show openings and celebrity chats and a daily news program distributed as part of Real Networks content network. Managed the development of the first online ticketing system for Broadway shows (in coordination with Telecharge and The Shubert Organization). Created the Playbill Club, a membership based affinity program to help Broadway producers market their productions.
New York, NY
Founded the first web portal dedicated to live theatre. Site was purchased by Playbill Magazine and became Playbill On-Line.
2013 Critic Fellow – National Critics Institute at the Eugene O'Neil Theatre Center, Waterford, CT
American Academy of Dramatic Arts – New York, NY
Acting - 1982-1983
Cittone Institute – Mahwah, NJ
Web Development – Certificate Program - 2001-2002
1989 – Present – Member Actors' Equity Association
2009 – Present – Member American Theatre Critics Association
2009 – Present – Member Independent Theatre Bloggers Association
Experience using the Tessitura ticketing system and its website interface, TN Express Web as well as the Miva Merchant shopping cart system.
Extensive use of interactive tools such as:
- Social media platforms Facebook, Twitter, Pinterest, YouTube and Hootsuite;
- Adobe CS6 (Dreamweaver, Photoshop, Illustrator, Fireworks, Flash);
- Pinnacle Studio and Avid Studio for video editing (light experience with Adobe Premiere);
- Joomla CMS (versions 1.5 and 2.5);
- Email marketing tools such as Constant Contact, MailChimp and WordFly;
- Affiliate programs such as Amazon, BuyAt, Commission Junction, and ClickBank;
- Advertising and content syndication programs such as AdSense, AdWords and Newstex; and
- Online analytics programs such as Google Analytics and Woopra.