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Big ideas are a dime a dozen. It's only when they're translated into reality and reach the people they're meant to help, that they start to change lives.I'm an innovative, award-winning, data-driven C-level executive whose empathic servant leadership inspires collaborative excellence for bottom line results and social impact. With a track record of driving growth, improving operational efficiency, and meeting and exceeding revenue goals, I have deep expertise in strategic planning, digital innovation, problem-solving, organizational development, and partnership-building. Skilled at team and financial management, I'm a dynamic communicator and change agent. A firm believer in the power of people, collaboration, and community, people-powered storytelling is at the heart of how I lead organizations to fulfill their missions, and change lives.Most recently, I led Arena Stage's post-pandemic earned revenue rebound as its Chief Marketing & Strategy Officer/Vice President, taking it from $0 during the COVID-19 pandemic, to $7M+ in FY23/24 (111% of goal), with multiple $1M+ hits, including the massively successful "Swept Away" that successfully transferred to Broadway in Fall 2024. I closed out my tenure at the end of June 2024 following a reorganization of roles and responsibilities at the leadership level. I continue to be actively involved in the DC area theater community, and serve on the board of Theatre Washington.Prior to Arena Stage, I successfully ran an integrated virtual consultancy for 13 years, working with a range of purpose-driven organizations around the globe, including Oxfam America, USA for UNHCR (the UN Refugee Agency), and the United Nations Foundation. Previously, I was the ASPCA's Vice President, Media & Communications, where I stewarded the organization's brand and stakeholder relationships to be stronger than ever following the 2007 pet food recall and Michael Vick case. Before moving to the East Coast, I lived and worked in the San Francisco Bay Area where, among other accomplishments, I led public relations for two sell-out Bay Area engagements of "Singalong Sound of Music," the North American premiere of Cirque du Soleil's "Varekai," and the world premiere of "Russell Simmons Def Poetry Jam," which successfully transferred to Broadway and won a 2002 Tony Award.
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Managing DirectorPeople'S LightMalvern, Pa, Us -
Board Member (Volunteer Position)Theater Alliance Feb 2024 - PresentWashington, District Of Columbia, UsI serve in a voluntary capacity on the Board of Directors for Theater Alliance, one of the Washington, D.C., area’s pre-eminent theater companies consistently producing thought-provoking and socially pertinent work. I serve on the Advancement Committee, with a focus on growing its brand, patron base and revenue through creative marketing and fundraising. -
Adjunct FacultyJohns Hopkins University Jan 2009 - PresentBaltimore, Md, UsIn 2009, I was appointed to an adjunct faculty position with The Johns Hopkins University's M.A. in Communication program, and have continued to teach there ever since. "Communication dot Org: Not-for-profits in the Digital Age," which I still teach, was my very first course. In this class, students learn how to research and develop an integrated communication strategy for an actual non-profit "client," thus getting hands-on experience with some of the challenges (and opportunities) faced by non-profits in the "real" world. In addition to "Communication dot Org," I also teach "Public Relations Writing," "Organizational Communications," and "PR in the Age of Digital Influence" for the program. In 2016, students and faculty alike voted me "Instructor of the Year," which was one of those, "Someone, pinch me!" moments. This is a tremendous honor at any time, but for them to bestow it on an adjunct faculty member made me feel truly humbled (and not in a #humblebrag way). -
Chief Marketing & Strategy Officer, Vice PresidentArena Stage At The Mead Center For American Theater Oct 2021 - Jun 2024Washington, Dc, UsA $19M regional theater serving 300,000 patrons annually, Arena Stage is a pioneer of the regional theater movement, and where national sensations like “Dear Evan Hansen” have premiered. Located in the iconic Mead Center for American Theater and with three stages and multiple non-theater spaces, Arena Stage is a bulwark of DC’s theater community. Interim President-designate, I reported directly to the Executive Producer + President, working closely with the Board-led Strategy Committee to shape and steer the company's brand and growth strategy.I oversaw 41+ part- and full-time staff in four departments:• Earned Revenue, i.e. all single (including group) and subscriber Ticket Sales, building-generated revenue through Events & Rentals, and e- and retail operations including Concessions, Parking, and the Gift Bar; • Marketing & Communications, i.e. public relations, advertising, digital + social media, email marketing, content, creative & publications, frequently guiding blended teams of agencies and vendors; • Audience Services, i.e. the entirety of the audience experience, including House Management, Parking, accessibility initiatives and the usher program with 700-900 volunteer ushers; and • Business Intelligence and Information Systems, including data, analytics and the company's tech infrastructure.Select achievements:• Architected the company's post-pandemic earned revenue rebound, bringing ticket sales back from $0 in FY20/21 to $7M+ in FY23/24, 111% of goal;• Multiple $1M+ box office hits due to innovative, digital-first marketing strategies, including the Spring 2023 smash hit "Ride the Cyclone," and the Fall 2023 East Coast premiere of “Swept Away” ($2M+, which successfully transferred to Broadway in Fall 2024);• Primary driver of key partnerships, including with DC Central Kitchen for on-site meal service, and securing Arena Stage as a marquee venue for The Atlantic Festival. -
Chief Marketing OfficerArena Stage At The Mead Center For American Theater Oct 2021 - Jul 2023Washington, Dc, UsPrior to my promotion, I held the title of Chief Marketing Officer, and oversaw the company's earned revenue (ticket sales and building-generated revenue); all media, marketing, content, creative, and communications; and the entirety of audience services, including Concessions and parking.During the first phase of my tenure, I embarked on a significant rebuilding of the departments under my oversight, dismantling silos, instituting highly functional and integrated verticals, introduced regular use of marketing and sales analytics for a data-informed approach, and rebuilt the organization's earned media function. Select accomplishments include:• A massive box office hit for the Summer 2022 world premiere musical, "American Prophet: Frederick Douglass In His Own Words," which exceeded revenue projections and was a sell-out success;• Streamlining and optimizing sales, marketing, and customer service structures and processes using an agile approach, which has increased productivity and boosted morale; and• Reopened the on-site Concessions Bar, which had closed during the pandemic, turning it around from net-negative to net-positive from FY20/21 to FY21/22, and more than quadrupling revenue in FY22/23.
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President & CeoShonali Burke Consulting, Inc. Nov 2008 - Oct 2021For 13 years, I operated a successful virtual consultancy that provided full-service integrated program + campaign development and management for innovative and growth-focused brands aligning with profit from purpose. I was (and am!) nationally and internationally recognized speaker on ethical, data-driven, and people-centric communication in the digital age.Select accomplishments include:• Secured an almost 300% increase for Oxfam America's Advocacy Brigade when leading its 2012 International Women's Day digital campaign, as compared to the previous year, via targeted blogger relations that incorporated search engine optimization techniques, as well as creating socially shareable content for influencers and community members alike.• Launched the first-ever MOOC (Massive Open Online Course) for a well-respected NYC-based academic institution. Surpassed course registration goals via integrated digital outreach that included media relations, social advertising, and real-time digital events, including Twitter chats.• Designed and implemented an intricate messaging and communication audit for the country's leading health services research organization in support of its brand visibility goals, resulting in more streamlined communications and significant cost savings on a website redesign.• Curriculum design and development of, and lead instructor for, Traackr’s “Academy of Influencer Marketing,” which resulted in significantly differentiated brand positioning for the well-respected SaaS company.• Founder and principal instructor for The Social PR Virtuoso® Master Course, which has trained more than 2,500 public relations professionals since its November 2015 launch in data-driven, community-fueled "Social PR" to advance their careers. In 2020, the Master Course was re-homed to, and is currently offered by, Australia's Center for Strategic Communication Excellence.
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InstructorRutgers University School Of Communication And Information Aug 2013 - Dec 2018New Brunswick, Nj, UsI was one of a carefully chosen team of communication professionals from around the country who developed and instruct a (then) new offering from SC&I at Rutgers University; its Public Relations Certificate for early-to-mid career professionals. I created and taught a four-week course on public relations measurement via a practical and hands-on methodology, so that students gained with real-world knowledge they could implement at their jobs right away. -
Vice President, Digital Media & MarketingMslgroup Apr 2012 - Dec 2012Paris, FrIn an increasingly digital world, how people consume media changes by the day... as does how businesses reach their publics. I set up MSLGROUP DC's digital offering, so that it could help its clients integrate digital strategy into their overall communications in a way that effectively bridged the "old" and "new" media worlds, for better business results. -
Vice President, Media & CommunicationsAspca Jun 2006 - Jul 2008New York, Ny , UsI was recruited to the ASPCA, the country's oldest animal protection agency, to help build up its (then barely-existent) PR function. I was promoted from Senior Director to Vice President in a year, and built and led an integrated media and editorial team that went from zero to 15 in less than two years. Under my leadership, the department was responsible for all editorial content on the ASPCA’s Web site and electronic communications, media relations, social media, executive communications, community relations, internal communications and communications research and measurement.In addition, working closely with Development, we showed how PR was instrumental in driving $11M in 2007 revenue when calculated via customer lifetime value.Select achievements include:• Managing the go-to-market communications around, and launch of, the country’s first animal welfare-branded pet insurance product, ASPCA Pet Health Insurance, in 2006, generating a new revenue line for the organization.• Leading the Society's response to the 2007 pet food recall, ethically positioning it as the leading, trusted and credible voice on pet safety during the crisis, and significantly elevating its brand visibility.• Leading organizational communications during the 2007 dog fighting-related federal investigation of NFL quarterback Michael Vick. Served as advisor to, and liaison for, the president and key staff on related issues, and coordinated communications between law enforcement authorities, the ASPCA, and the NFL.• Integrating these efforts with the launch of the country’s first-ever “mobile animal CSI unit” on NBC’s “Today,” which resulted in a 28% increase in public awareness of the ASPCA’s anti-cruelty initiatives and a 65% increase in web traffic—the key element in growing the ASPCA’s membership file. -
Senior Account SupervisorRuder Finn, Inc. Jun 2004 - Jun 2006New York, Ny, UsI joined Ruder Finn as an Account Supervisor, and was soon promoted to Senior Account Supervisor. I led integrated public relations plans for clients in the health care, food/nutrition, social marketing/advocacy, consumer and non-profit sectors. I actively participated in new business development and organizational initiatives, and was on the team that pitched and won PR support for Jamestown's 400th anniversary. Other notable clients included the U.S. Tuna Foundation, for whom we provided issues management, and the Smithsonian's National Portrait Gallery, for whom I oversaw the launch of the inaugural Outwin Boochever Portrait Competion, which included launching the Gallery's first-ever blog. I also represented the Washington, D. C. office in the agency’s nationwide Marketing Practice, and was responsible for the supervision, training, and mentoring of junior staff. -
Independent ConsultantShonali Burke Pr & Marketing Consulting Oct 2002 - Dec 2003As an independent public relations consultant, I developed and implemented marketing strategies for clients in the arts and entertainment, hospitality, leisure/lifestyle, technology and non-profit industries, frequently liaising with key print, radio, television, and online media. In addition, I provided full-service media management, including press releases, PSA’s, video b-roll, media kits, calendar listings, and on/off-camera training.
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Public Relations ManagerCharles Zukow Associates Nov 2000 - Sep 2002In my first position after relocating to the U.S., I was hired as a public relations account executive and soon promoted to public relations manager for the agency (which rebranded from "Browne Zukow Associates" during my tenure). My role included public relations campaign management for key accounts from conception to execution, including substantial interface with media personnel and promotions departments. Memorable clients included Cirque du Soleil (I spearheaded the U.S. launch of "Varekai"), the world premiere of "Russell Simmons Presents Def Poetry" (which later went on to win a Tony Award), and the San Francisco Bay Area premiere of "Singalong Sound of Music." In addition, I managed the agency's PR department as well as external press relations, the supervision, training, and mentoring of junior staff, and oversaw content development and management of the agency's website.
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Communications ConsultantSelf-Employed Jan 1996 - Apr 2000As a consultant, I created and executed PR and promotional strategies, special events, fundraising, intra-corporate exercises and media training for a range of corporate clients. Assignments included the scripting, management and hosting of the launch events of Seagram India’s ‘100 Pipers’ Scotch Whisky (1997 and 1999); and the management of PR events for Modi Telstra Pvt. Ltd. and ICI India Limited while on assignment with Ammirati Puris Lintas in Kolkata (1996).
Shonali Burke Skills
Shonali Burke Education Details
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Harvard Business Analytics ProgramBusiness Analytics -
National School Of DramaTheater
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St. Xavier'S College, Calcutta UniversityEconomics
Frequently Asked Questions about Shonali Burke
What company does Shonali Burke work for?
Shonali Burke works for People's Light
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Shonali Burke's current role is Managing Director.
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What schools did Shonali Burke attend?
Shonali Burke attended Harvard Business Analytics Program, National School Of Drama, St. Xavier's College, Calcutta University.
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Shonali Burke has interest in Poverty Alleviation, Education.
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Shonali Burke has skills like Strategic Communications, Public Relations, Blogging, Social Media, Social Media Marketing, Crisis Communications, Integrated Marketing, Internal Communications, Media Relations, Corporate Communications, Publicity, Strategy.
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