Tonya Wechsler

Partnerships & Sponsorship Manager

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  • LocationUnited Kingdom

About me

 

Arts sector professional with journalism background and four years of experience in the international cultural relations. Specialized in business development and marketing & communications for cultural and educational projects. Currently taking a scholarship in cultural criticism and curation at Central St.Martins College (UAL). • Strong strategic planning and project management skills; • Exceptional communication skills; • Highly organized and able to operate in a multi-stakeholder fast paced environment; • Experience in crafting strategic partnerships, developing and implementing new models of operation; • Ability to conceptualize and present complex ideas and strategies to various audiences.

Skills

 

  • Events
  • Marketing PR
  • Visual Arts
  • Account Management
  • Brand Management
  • Business Development
  • Marketing
  • Project Management
  • Relationship Building
  • Cultural Relations

Work history

Currently

Partnerships & Sponsorship Manager

British Council

Aug 2013
  • Role: Supporting the British Council’s Partnership strategy objectives in Russia and Wider Europe, reporting directly to Deputy Director, by achieving maximum impact for its activity through focused external communications to existing and new network of partners and sponsors. Key Achievements: • Business development. Successfully managed the transition of the British Council office in Russia to commercial model of operation by attracting business partners and co-creating projects that brought direct commercial income to the organization. This included CSR partnerships and commercial sponsorship deals. Total income 2013-2014 – £560K. • Relationship building. Created, developed and supported relationships within a network of business partners of up to 60 companies and 300 active contacts. Built and implemented a database of contacts. Organized and held high-level meetings, networking and hospitality events between the British Council senior management and relevant commercial partners. • 2014 UK-Russia bilateral Year of Culture – initiative to foster cultural exchange, increase the flow of ideas and develop stronger relationships between people, institutions and governments. This involved over 250 events. Effectively implemented sponsorship strategy for the project. Working in turbulent political and economic environment was able to develop and secure relationships and contracts with public and private sector partners. Maintained British Council’s interests and values, ensuring mutual benefits in the complex partnerships with three and more organizations involved. Key commercial partners – BP, Shell, Pernod Ricard Rouss (Beefeater), Marriott. • Benjamin Britten Centenary Celebrations in Russia (2013). Classical music festival and educational programme of events conducted in partnership with Britten-Pears foundation. Final event of the programme - «Death in Venice» performance in the Moscow State Conservatoire. Managed sponsor relationship (Barclays Wealth) and key liaison with stakeholders involved. • Cultural Upgrade programme co-funded by Severstal (2013). One-year CSR project aimed at building capacity in eight Northern regions of Russia through series of workshops for cultural managers conducted by British experts. Brought together interests and values of two very different organisations to craft a meaningful mutually beneficial partnership. • Literary Talks ‘Tea Lectorium’ sponsored by and organized jointly with Ahmad Tea ltd (2013). One-year programme of quarterly public lectures with British writers (including Lawrence Norfolk, David Mitchell, Martin Amis) in the Russian State Library, Moscow. Attracted the partner and ensured smooth relationship throughout project implementation.

2013

Marketing & Communications Manager

British Council

Feb 2012 - Aug 2013
  • Role: Supporting the British Council’s marketing and communications objectives in Russia and Wider Europe, reporting directly to Head Marketing and Communications, by achieving maximum impact for its activity through focused external communications to agreed target audiences via media, on-line and printed publications. Key Achievements: • Successfully launched and promoted British Council Russia landmark arts projects to the media, which later resulted in the commercial credibility of some of them: - Selector Live parties launch, Moscow 2013 – sponsored by Beefeater in 2014 - Benjamin Britten Centenary Celebrations Launch in the State Hermitage Museum, St.Petersburg 2013 – closing festival event sponsored by Barclays Wealth - Granta/Tea Lectorium Launch, Moscow 2013 – sponsor (Ahmad Tea Ltd.) beneficial promotion - Cultural Management Workshops, Moscow 2012 – co-funding by Severstal in 2013 - Mathew Herbert Performance at the opening of Strelka Summer programme, Moscow 2012 - NESTA seminars launch, Moscow 2012 - In Focus Conference, London 2012 - Henry Moore Exhibition in the Kremlin Museums, Moscow 2012 • Efficiently organized and managed internal and external communications that enabled to effectively to promote British Council Russia projects and events in the media. Among other this included building strategic media partnerships and running special projects, organizing press tours and press-events, etc. • Expanded the network of the British Council Russia media contacts, raised awareness in the media of the British Council’s role within arts partnership projects, ensured positive media coverage and correct brand positioning.

2012

Social Media Officer

British Council

Apr 2011 - Feb 2012
  • Created and implemented social media strategy for the British Council Russia, which resulted in tangible and continued growth in numbers of online audience. Ensured consistent communications through various social media channels. Activated various promotional instruments online, including running special social media campaigns for projects (e.g. Gagarin statue unveiling in London, Creative Economy forums, New British Film Festival, William Blake exhibition in the State Pushkin Museum of Fine arts, Reconstruction Fashion Exhibition, Olympic trip to London and other), generating and producing multimedia content (educational/promotional videos for William Blake exhibition, Reconstruction Fashion exhibition, Henry Moore exhibition in Moscow Kremlin Museum), building online partnerships, etc.

2010

News Editor

Radio Echo of Moscow

Sep 2007 - Mar 2010
  • While studying journalism in the Russian State University for the Humanities I started as an editorial intern (summer 2007) and was soon offered the position of editorial referent, which involved editorial office management and coordination, personal assistance to Editor-in-Chief and guest relations. Within nine months I was promoted to the position of News Editor. Since June 2008 I worked in the news room: identifying news-makers, setting up and conducting interviews; writing and editing texts for news; sound editing and broadcast planning.

Education

2015

MA Culture, Criticism and Curation

Central Saint Martins

Jan 2015 - Dec 2015

    2010

    Journalism

    Russian State University for Humanities

    Aug 2005 - May 2010