Experiential Producer
PROFESSIONAL SUMMARY
Creative experiential strategist & producer specializing in immersive experiences and unique strategies that use consumer-brand synergies to
deepen investment and strengthen awareness seeking a challenging opportunity at a growing, forward-thinking, socially-conscious organization.
EXPERIENTIAL PRODUCTION & MARKETING SKILLS
Projects Types
• Immersive brand activations
• Festivals, popups, stunts, street team
• SXSW, tradeshow, panel, conference
• VIP experiences
• Launch parties, galas, networking
• Interactive sponsorship pitches
• Product launches, PR/media, retail
Pre- to Post- Project Management
• Attendee experience journey
• Work-back/production schedules • Collateral/graphics, CAD
• Budget/margins, sponsorship, RFPs • Venue selection, layout & build
• Travel logistics, riders, unions
• Staffing, training, & management
Vendor Relationships
• Performing Artists, DJs • Influencers, BAs
• Photo, Video
• Furniture, Props, Florist • Lighting, Sound (A V) • Fabricators
• Virtual Reality (VR)
Marketing & Operations
• Procedure design
• Analytics, KPIs, tracking • Branding & messaging • CRM, email, snackable
content, direct mail
• Salesforce, Mailchimp,
ExactTarget, CVENT
NYLA D. COFFIE
Experiential Strategist & Producer WASHINGTON UNIVERSITY IN ST. LOUIS • May 2011 • History, Anthropology, Art History ------------ • (c)------------ • ------------
SENIOR PRODUCER FREELANCE EXPERIENCE
MAS Event + Design | YouTube | ThinkerCon
Lead of 3 for 4 interactive installations at the USSRC including a video wall, string wall, swag display, and science lab with interactive experiments.
10/2018 – Present NVE Experience | New York Comic Con | IMDb 9/2018 – 10/2018
Produced IMDb Studio, Green Room, and Edit Room at NYCC. Union labor management, fabrication, CAD, constant anticipation of client needs.
Ghost Experiential | A.Human Experience 7/2018 – 9/2018 Producer on multiple projects including A.Human, currently on view. Venue sourcing, budget management, fabrication, recurring VIP parties.
CRONY Creative | Knotel 5/2018 – 6/2018 Lead project manager across 4 teams to produce a flagship interactive installation. Production of client decks and all activation assets.
BMF Media | Luna Bar 2/2018 – 4/2018 Development and fabrication of a multi-use installations and branded items for Equal Pay Day events across the country.
Flight Club 11/2017 – 3/2018 Producer of pilot Interactive digital pop-up experience from concept and creative agency acquisition through fabrication and implementation.
PMK•BNC | SAMSUNG 837 8/2017 – 10/2017 Production manager of 4DVR experience: PR, ticketing platform set-up, analytics and staff training. Developed entire front of house consumer flow.
Droga5 | Virgin Mobile 5/2017 – 7/2017 Interactive product launch, influencer, and press event with panel for Virgin Mobile Inner Circle. Subsequent experiential-based retention strategy.
Magnetic Collaborative | SONY 1/2017 – 5/2017 Lead producer for multi-step brand activation and interactive tech art installation for Sony Bravia OLED television. VIP and press reception.
FREELANCE SKILLSET
• PROJECT & SITE MANAGEMENT—Define work-back timelines and production schedules. Manage workflow of creative, fabrication, and activation logistics incl. print and digital content. Staff and BA planning and training. Manage on-site logistics and troubleshooting.
• VENDOR MANAGEMENT & FABRICATION—Source, select, and manage vendors within budget including graphics and physical assets.
• CONSUMER JOURNEY STRATEGY— Lead on-site experience strategy including brand articulation, crowd flow, and emergency plan.
• ACCOUNT MANAGEMENT—Manage client needs while balancing agency needs and moving team to produce key deliverables.
EXPERIENTIAL MARKETING IN-HOUSE, START-UP EXPERIENCE
NYC EXPERIENTIAL MANAGER
Breather | On-demand space rental | $20M Series B 8/2015 – 7/2016
• EXPERIENTIAL PRODUCTION, CUSTOMER ACQUISITION, & MARKETING OPERATIONS—Designed, tested, and modified 75+ creative local marketing tactics to boost revenue by 31% month-over-month and sign-ups, first-time, and repeat users by 22%/month.
• STRATEGY & ANALYTICS—Established complex systems to organize logistics and back-end of 20+ marketing initiatives then tracked and managed results. Developed formula to identify high revenue potential products and greatest revenue-generating tactics.
MANAGER, EXPERIENTIAL STRATEGY & PRODUCTION
Pager | On-demand emergency care | $14M Series A (manager of 5) 5/2014 – 7/2015
• EXPERIENTIAL LEAD—Built program from ground up. Executed +75 expos, stunts, popups, and brand experiences reaching +45K. 40K impressions/event. Acquired 21% of email database and 60+ business leads in 8 months. 5-day SXSW pop-up w/ mobile marketing.
• BRAND AMBASSADORS/BRAND EXPERIENCE MANAGER—Developed company standards to effectively articulate value proposition then recruited, selected, and trained brand ambassadors to effectively pitch brand and convert customers at 99% email acquisition.
ASSOCIATE & SPECIALIST, EVENT PRODUCTION & INDIVIDUAL STEWARDSHIP
TEACH FOR AMERICA Promoted 8/2012; 6/2011 – 9/2013
• EXPERIENTIAL CAMPAIGN STRATEGIST & PRODUCTION LEAD—Designed then executed pilot experiential strategy that raised $4.5M, 38% over goal. (+$1.7M). Planned 25 events/yr, developed regional procedures, and managed 30+ vendors securing discounts <50%. ??
• INTEGRATED PROJECT MANAGER— Lead production of 50+ digital and print projects through internal/external departments. $15K budget. Rebranded regional identity then increased brand loyalty +30%; recognized as strongest regional brand. ?
PROFESSIONAL SUMMARY
Creative experiential strategist & producer specializing in immersive experiences and unique strategies that use consumer-brand synergies to
deepen investment and strengthen awareness seeking a challenging opportunity at a growing, forward-thinking, socially-conscious organization.
EXPERIENTIAL PRODUCTION & MARKETING SKILLS
Projects Types
• Immersive brand activations
• Festivals, popups, stunts, street team
• SXSW, tradeshow, panel, conference
• VIP experiences
• Launch parties, galas, networking
• Interactive sponsorship pitches
• Product launches, PR/media, retail
Pre- to Post- Project Management
• Attendee experience journey
• Work-back/production schedules • Collateral/graphics, CAD
• Budget/margins, sponsorship, RFPs • Venue selection, layout & build
• Travel logistics, riders, unions
• Staffing, training, & management
Vendor Relationships
• Performing Artists, DJs • Influencers, BAs
• Photo, Video
• Furniture, Props, Florist • Lighting, Sound (A V) • Fabricators
• Virtual Reality (VR)
Marketing & Operations
• Procedure design
• Analytics, KPIs, tracking • Branding & messaging • CRM, email, snackable
content, direct mail
• Salesforce, Mailchimp,
ExactTarget, CVENT
NYLA D. COFFIE
Experiential Strategist & Producer WASHINGTON UNIVERSITY IN ST. LOUIS • May 2011 • History, Anthropology, Art History ------------ • (c)------------ • ------------
SENIOR PRODUCER FREELANCE EXPERIENCE
MAS Event + Design | YouTube | ThinkerCon
Lead of 3 for 4 interactive installations at the USSRC including a video wall, string wall, swag display, and science lab with interactive experiments.
10/2018 – Present NVE Experience | New York Comic Con | IMDb 9/2018 – 10/2018
Produced IMDb Studio, Green Room, and Edit Room at NYCC. Union labor management, fabrication, CAD, constant anticipation of client needs.
Ghost Experiential | A.Human Experience 7/2018 – 9/2018 Producer on multiple projects including A.Human, currently on view. Venue sourcing, budget management, fabrication, recurring VIP parties.
CRONY Creative | Knotel 5/2018 – 6/2018 Lead project manager across 4 teams to produce a flagship interactive installation. Production of client decks and all activation assets.
BMF Media | Luna Bar 2/2018 – 4/2018 Development and fabrication of a multi-use installations and branded items for Equal Pay Day events across the country.
Flight Club 11/2017 – 3/2018 Producer of pilot Interactive digital pop-up experience from concept and creative agency acquisition through fabrication and implementation.
PMK•BNC | SAMSUNG 837 8/2017 – 10/2017 Production manager of 4DVR experience: PR, ticketing platform set-up, analytics and staff training. Developed entire front of house consumer flow.
Droga5 | Virgin Mobile 5/2017 – 7/2017 Interactive product launch, influencer, and press event with panel for Virgin Mobile Inner Circle. Subsequent experiential-based retention strategy.
Magnetic Collaborative | SONY 1/2017 – 5/2017 Lead producer for multi-step brand activation and interactive tech art installation for Sony Bravia OLED television. VIP and press reception.
FREELANCE SKILLSET
• PROJECT & SITE MANAGEMENT—Define work-back timelines and production schedules. Manage workflow of creative, fabrication, and activation logistics incl. print and digital content. Staff and BA planning and training. Manage on-site logistics and troubleshooting.
• VENDOR MANAGEMENT & FABRICATION—Source, select, and manage vendors within budget including graphics and physical assets.
• CONSUMER JOURNEY STRATEGY— Lead on-site experience strategy including brand articulation, crowd flow, and emergency plan.
• ACCOUNT MANAGEMENT—Manage client needs while balancing agency needs and moving team to produce key deliverables.
EXPERIENTIAL MARKETING IN-HOUSE, START-UP EXPERIENCE
NYC EXPERIENTIAL MANAGER
Breather | On-demand space rental | $20M Series B 8/2015 – 7/2016
• EXPERIENTIAL PRODUCTION, CUSTOMER ACQUISITION, & MARKETING OPERATIONS—Designed, tested, and modified 75+ creative local marketing tactics to boost revenue by 31% month-over-month and sign-ups, first-time, and repeat users by 22%/month.
• STRATEGY & ANALYTICS—Established complex systems to organize logistics and back-end of 20+ marketing initiatives then tracked and managed results. Developed formula to identify high revenue potential products and greatest revenue-generating tactics.
MANAGER, EXPERIENTIAL STRATEGY & PRODUCTION
Pager | On-demand emergency care | $14M Series A (manager of 5) 5/2014 – 7/2015
• EXPERIENTIAL LEAD—Built program from ground up. Executed +75 expos, stunts, popups, and brand experiences reaching +45K. 40K impressions/event. Acquired 21% of email database and 60+ business leads in 8 months. 5-day SXSW pop-up w/ mobile marketing.
• BRAND AMBASSADORS/BRAND EXPERIENCE MANAGER—Developed company standards to effectively articulate value proposition then recruited, selected, and trained brand ambassadors to effectively pitch brand and convert customers at 99% email acquisition.
ASSOCIATE & SPECIALIST, EVENT PRODUCTION & INDIVIDUAL STEWARDSHIP
TEACH FOR AMERICA Promoted 8/2012; 6/2011 – 9/2013
• EXPERIENTIAL CAMPAIGN STRATEGIST & PRODUCTION LEAD—Designed then executed pilot experiential strategy that raised $4.5M, 38% over goal. (+$1.7M). Planned 25 events/yr, developed regional procedures, and managed 30+ vendors securing discounts <50%. ??
• INTEGRATED PROJECT MANAGER— Lead production of 50+ digital and print projects through internal/external departments. $15K budget. Rebranded regional identity then increased brand loyalty +30%; recognized as strongest regional brand. ?