Sal works as Director of Strategic Communications at Theatre Royal Stratford East, a prolific producing theatre located in the heart of London’s East End on the edge of the new Queen Elizabeth Olympic Park, which prides itself on creating world-class work that reflects the concerns, hopes and dreams of its community.
Her new role is focused on strategic advocacy and projects around audience development, digital and fundraising.
She joined Theatre Royal Stratford East in February 2012 as Head of Sales & Marketing. In this role she led the organisation on a journey to embrace digital technology. She has engendered an enthusiasm and a sense of priority for digital across different teams and with everyone from volunteers to the Artistic Director.
Given that Theatre Royal Stratford East is a small organisation with a small budget, her ‘can do approach’ and her leadership-style encouraged experimentation and was key to a shift in attitudes and ways of working.
Prior to working at Theatre Royal Stratford East Sal was Head of Communications and Visitor Experience at the Sainsbury Centre for Visual Arts and she also worked in marketing in financial services sector. She believes her varied background has been invaluable.
Trina has worked in live entertainment marketing since 2000. She began her career working on largely touring productions for The Flying Music Company, prior to moving in-house at The Ambassador Theatre Group for their West End and touring productions.
In 2003 she moved agency-side, spending ten years working in Client Management and Marketing. She is a new addition to the marketing team at Theatre Royal Stratford East, having joined the organisation in April 2014 as Head of Marketing.
Recent digital campaigns delivered include development of production specific websites, development and delivery of e-communications strategies, and development and implementation of social media campaigns with the main focus of increased engagement.
Trina is hugely enjoying working in a digitally forward-thinking and outward-looking organization such as TRSE and is keen to develop their offerings further.