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# Exclusive: Serino Coyne grows with 23 new staff hires
- URL: https://www.broadwaynews.com/exclusive-serino-coyne-grows-with-23-new-staff-hires/
- Published: 2026-10-23T11:31:00.000Z
- Updated: 2026-10-23T12:37:20.000Z
- Description: The independent Broadway advertising and marketing firm has hired nearly two dozen employees in the past year.
- Author: Ruthie Fierberg
- Tags: Personnel, Serino Coyne, News, Matt Upshaw, Industry, Exclusive

Veteran Broadway advertising and marketing firm Serino Coyne became an independently owned company six months ago, [when CEO Matt Upshaw purchased it](https://www.broadwaynews.com/exclusive-serino-coyne-ceo-matt-upshaw-acquires-the-agency-from-parent-company-omnicom/) from parent company Omnicom. Since then, Serino Coyne has hired 17 new employees, with a total of 23 new hires in the last year — putting the company’s staff at 72.

“As an independent agency, Serino Coyne can invest in talent on our own timeline, not one set by quarterly profit targets,” Upshaw told Broadway News. “These hires reflect both the substantial recent growth of our business and our long-term commitment to building one of the deepest and most experienced benches in the industry.”

Employees have been added to seven departments: account management, creative, content, finance, media, partnerships and ticketing and business intelligence. Broadway News got the rundown on the new staff.

The highest-ranking new employee is in the creative division. Nathan McGaughey joined Serino Coyne as vice president of creative strategy on Sept. 28 and reports directly to Upshaw. In this newly created position, McGaughey develops strategy and oversees all creative campaigns. McGaughey joins Serino from fellow Broadway agency RPM, where they helped develop, launch and supervise campaigns for more than 40 Broadway shows, including “Moulin Rouge!,” “Death Becomes Her” and “The Lost Boys.” Prior to RPM, McGaughey worked for Grey and Saatchi & Saatchi Wellness. 

Joining McGaughey on the creative team are Alex Enterline as associate creative director and Desiree Nasim as art director. Enterline, who reports to creative director Christy Borg, began in the newly created role on Oct. 5\. Enterline, who previously worked at AKA NYC, will conceptualize and create visual identities and language for clients’ campaigns, continuing to evolve those elements after a show launches. Nasim joined Serino on Sept. 14 and will also report to Borg. From research and key art to collaborating with photographers and illustrators, Nasim will develop creative assets for clients. Nasim returns to the theatrical advertising after five years with Empire Design, contributing to projects like the film “Maestro” and concert special “BTS Comeback Live: Arirang.”

In the content department, there are two new positions. Kevin V. Doan is a content manager, having joined on April 20\. Doan reports to director of content Tina Wargo while managing creative video projects for social and paid media from initial idea to post-production. Doan previously help positions with SpotCo, Disney Theatrical Group and Marvel Studios. Safiyah Young is a new social media coordinator who started on May 18 and also reports to Wargo. Young manages social channels on a day-to-day basis. This includes content development, calendar management and supervision of community engagement. Young will also assist with content capture and editing for social media. 

Account management has made six new hires in the past year, five of whom have joined Serino in new positions. Serino welcomed Jennifer Bell as a new group director on May 18\. Bell reports to Danielle Boyle, vice president of account management. As group director, Bell leads Serino’s new relationship with Roundabout Theatre Company, including year-round planning and strategy in collaboration with the creative and media teams and all communications with Roundabout. Bell most recently served on RPM’s account team and, before that, worked at Code3 and J. Walter Thompson.

Bell’s direct reports are Emma Fenton, a new senior account executive, and Aiden Kaliner, a new assistant account executive. Fenton began in the new position on June 22 and works across internal teams to create and optimize campaigns for Roundabout. Fenton comes from Goodby Silverstein & Partners, having managed accounts for clients like BMW and American Express. Kaliner, who also began on June 22, will support day-to-day account management, including tracking billing, budgets and campaign records. Kaliner recently graduated from Northwestern University and interned with Allied Global Marketing and RCI Theatricals. 

They are joined on the account team by account executive Jessica Van Winkle, who succeeds Gabriel Berkowitz. Van Winkle came to Serino on Feb. 17, after most recently working in account management at Tempus Labs. Van Winkle reports to vice president of operations Jon Erwin and liaises between Serino and Manhattan Theatre Club, managing timelines, budgets and project communication. Marin Sneed joined Serino as an additional assistant account executive on July 6 and reports to group director Jennie Matte. Sneed most recently worked in account management at Porter Novelli; at Serino, Sneed will support day-to-day account management and track billing, budgets and campaign records. Rounding out the account team is Caroline Horn, a new assistant account executive who began with Serino on Jan. 16 and reports to VP Boyle. Horn, who graduated from Northeastern University last year and worked at Ralph, will assist in similar day-to-day account management. 

The media team has grown by five — four of whom now occupy new positions. Kyle Johnson became the new director of media on Aug. 11\. Johnson reports to senior vice president of media Scott Yambor and leads paid media strategy for Broadway and other performing arts clients. Johnson focuses on audience development and measurement and also contributes to the growth of the media team’s internal tools and processes. Johnson most recently served as account director at ArtHouse, though Johnson previously worked at Situation and AKA NYC. Past clients have included “Harry Potter and the Cursed Child,” the Metropolitan Museum of Art and the Edge at Hudson Yards.

In addition to Johnson, Adelaide Jenkins began as a digital media supervisor on Jan. 20, succeeding Carly Van Houten. Reporting to director of media Kailey Smith, Jenkins strategizes and plans digital budgets for performing arts and theatrical clients — managing and reporting on digital campaigns across Meta, Google, Reddit and more. Prior to Serino, Jenkins spent six years with Capacity. Also reporting to Smith is senior media planner and buyer Sophie Lee, who started in this new role on Jan. 16\. Lee is responsible for planning, launching and optimizing digital campaigns across paid social, search, display, audio and CTV. Lee will also manage vendor relationships, track budgets and billing, supervise traffic and create performance reports.

Rounding out the media team are two new assistant media planners and buyers, both reporting to Smith. Julia Green began in the new position on May 12, and Kristina Silva joined Serino on May 19\. Both Green and Silva create, traffic and optimize digital ads across online platforms and support the media team on digital campaigns. Green previously worked as a buyer at Within. Silva was a special events trainee with Manhattan Theatre Club, after working in group sales and marketing for Broadway Direct.

The partnerships team has added three members, all in newly created roles. Lindsey Falgoust is the partnerships manager, having started at Serino on April 27\. Reporting to director of partnerships Madeleine Jones, Falgoust develops strategic collaborations between productions and brands, nonprofits, cultural organizations, etc., to bring in new audiences and connect a show to a larger story. Falgoust came to Serino from AKA’s partnerships department with previous experience in paid media at Allied Global Marketing. 

Clarissa Cueva and Jordan Lewis are new partnerships assistants, having started on Feb. 10 and Sept. 28, respectively. Both report to Jones and support the team in implementing partnerships, from brand outreach to final execution. Cueva most recently worked in the producing office at TBD Theatricals, while Lewis returned to the U.S. after teaching abroad in Spain and previously interning with Situation.

In ticketing and business intelligence, Caitlin Flemming is the new senior manager. Flemming began in the new role on Aug. 24 and reports to Bradlie Yanniello, director of ticketing and business intelligence. Flemming analyzes sales and customer trends to guide ticketing and sales decisions that help market and sell shows. This includes collaborating with box offices, theater owners and marketing partners to optimize pricing and maximize sales. Flemming came to Serino after 10 years in ticketing for Live Nation Northeast, including handling day-of-show ticketing for the Westminster Kennel Club Dog Show and Madonna.

Joining Flemming is assistant analyst Stephen Park, who began on Feb. 6 and also reports to Yanniello. Park supports the division via ticket analysis and data reporting to improve forecasting abilities. Park was an insights and reporting intern for Sony Music.

Lastly, the finance team has two new hires. As of Sept. 22, Khalid Mazile succeeded Essence Dobson as finance manager, reporting to SVP of media Yambor. Mazile manages two direct reports: a finance assistant (who prefers not to be named) and accounting associate AJ Singh. Mazile brings more than 10 years of experience in finance to this new role, most recently working in influencer marketing for Billion Dollar Boy. At Serino, Mazile will lead monthly and annual financial reporting, supervise client billing and manage accounting, collections and banking. Mazile is joined by a the aforementioned finance assistant who began on Aug. 26 and will support Mazile and the team.

“We take great pride in being a place people want to work, and the extraordinary average tenure of our staff is a testament to that,” said Upshaw, noting that the median tenure of employees was 10 years before these new hires and four years with them. “We’ve always believed in cohesive teams that work seamlessly together, and independence lets us build for the decades ahead. We’re hiring for the long run.”

Serino Coyne’s current Broadway clients include Manhattan Theatre Club, Roundabout Theatre Company, “Galileo,” “The Outsiders” and “Wicked.”