The Music Center, Los Angeles’ premier performing arts center, today announced the appointment of Bonnie Goodman as senior vice president of marketing and communications. Goodman has served as interim head of The Music Center’s marketing department since January 2016. She has provided marketing and media relations consulting services to The Music Center for more than seven years in her role as principal and senior strategist for Goodman Communications Group, the branding, marketing and media relations consultancy she formed in 2007 following a 25-year career with Hill + Knowlton. She will assume her position with The Music Center on June 1, 2016.
Goodman brings significant experience in branding, strategic marketing and public relations to her new role. Prior to establishing her own consulting firm, she served as general manager of Hill + Knowlton’s Los Angeles, Irvine and Sacramento offices. Goodman was one of the international agency’s top marketing communications strategists; her many roles at the firm included manager of the marketing group for Hill + Knowlton’s western region, senior member of its global marketing communications practice and a member of the firm’s U.S. Executive Committee. She is credited with developing a strategic branding tool for the firm along with specialty practices in Latino marketing and franchise communications.
Goodman, who will report to The Music Center’s President & CEO Rachel Moore, is the second in a group of new senior hires Moore has made in the past three months as she expands her executive leadership team. Goodman will be responsible for overseeing all marketing and communications work for The Music Center’s dance series, along with its highly successful curated programming, including Dance DTLA, Moves After Dark, and Sleepless: The Music Center After Hours, and performances and events in Grand Park. She will work closely with Moore to architect a strategic brand visibility campaign to build on Moore’s vision for a performing arts center in the 21st century.
“This is a pivotal time for The Music Center as we place even greater emphasis on artistic excellence and access to the arts for all,” Moore said. “Bonnie’s marketing savvy and understanding of what it takes to motivate and favorably impact audiences will be critically important as we look to respond to the diverse voices and interests of the people and communities of Los Angeles and Southern California,” she explained.
“I am thrilled to join The Music Center at this very exciting time in its evolution,” Goodman said. “The Music Center has an incredible opportunity to embrace its role as a dynamic leader of arts and culture and to engender pride in Angelenos that we have one of the top three performing arts centers right in our own backyard. With the passion and commitment of The Music Center to world-class artistry and innovation under Rachel’s leadership, we have a wonderful story to tell,” she added.
During the course of her career, Goodman has designed integrated marketing communications programs for companies and non-profit organizations in such sectors as visual and performing arts, transportation, hospitality, healthcare, automotive, food and beverage, fast-moving consumer goods, retail, consumer electronics, professional services firms, luxury products, educational and religious institutions, and associations. She has developed and implemented numerous comprehensive branding campaigns and marketing communications programs for such organizations as Avery Dennison; Aviva Family and Children’s Services; Balance Bar; Bandai America; Baskin-Robbins; Bridgestone; Burger King; California Avocado Commission; California Department of Health Services 5 a Day campaign; California Milk Processor Board; Chilean Avocado Importers Association; DIRECTV; Disney/Buena Vista’s MovieBeam; Farmers Insurance; Foothill Transit; Fresh & Easy; Getty Leadership institute; Getty Conservation Institute; Glendale Memorial Hospital and Health Center; Grand Park; Greeting Card Association; Hunt’s; IHOP; Japanese American National Museum; Kaiser Permanente; Kraft; Krispy Kreme; Lakeside Community Healthcare; Mazda; Mitsubishi Electronics; Motorola; National Geographic Kids; Mail Boxes, Etc.; Natrol; Nintendo of America; Nissin Foods; Partnership for Food Safety Education; PetSmart; Procter & Gamble; San Diego Symphony Orchestra; Sony Electronics; The Music Center; Tortilla Industry Association; Tosco Marketing (Circle K and 76); Tournament of Roses Association; Wilshire Boulevard Temple; Virco; and a number of Internet companies.
Goodman has served as an instructor in integrated communications and branding for UCLA Extension, USC Annenberg School of Communications and the American Association of Advertising Agencies Institute. She is also active in community service and serves as executive vice president and marketing chair, Studio City Residents Association. Born in Philadelphia, Goodman received a B.A. in Communications Studies from UCLA and was general manager of the university’s radio station, KLA.