An anthropologist at heart, Shana Mathur looks for the ways people connect to one another and build meaning within the world. She brings this deep-rooted perspective to her creative and strategic work with cultural non-profits, providing leadership in marketing, communications, fundraising, strategic planning, and community activation. For more than 20 years, she has successfully and sustainably engaged diverse audiences of all ages, backgrounds, and economic levels in programs, performances, and experiences for both major regional and internationally dominant arts and culture organizations.
In her various roles with cultural brands across the country; from Brooklyn Academy of Music and UCLA Live, to the LA Phil and Hollywood Bowl, to the west coast’s leading orchestral organizations and The Broad Stage, and recently to the Natural History Museums of L.A. County; Mathur has spearheaded innovative strategies and campaigns for organizations at their pivot points, empowering them to manifest internal strength to maximize external impact.
During her 10 years as chief marketing officer of the Los Angeles Philharmonic Association from 2008-18, Mathur led a large, multifaceted marketing, communications, sales, and customer experience operation for the institution and across its venues Walt Disney Concert Hall and Hollywood Bowl, producing record-breaking sales and audience growth. She created innovative campaigns from the introduction of Music & Artistic Director Gustavo Dudamel to the LA Phil’s Centennial, built award-winning digital and audience engagement initiatives, and rebranded the organization to facilitate its evolution as a more inclusive partner to the communities which it serves.
As an independent consultant from 2018-20, Mathur provided strategic planning, branding, marketing, communications, and operations counsel to cultural non-profits. Her clients included San Francisco Symphony, Oregon Symphony, San Diego Symphony (for its new waterfront venue The Shell), filmmaker Ava DuVernay’s non-profit ARRAY Alliance, and others. She supported each of them to effectively leverage significant events including music director transitions, milestone birthdays, major program initiatives, and the introduction of new venues.
During the pandemic, Mathur served as chief external affairs officer for The Broad Stage, a performing arts producer, and presenter affiliated with Santa Monica College. Inside of the extraordinary circumstances of the time, she set the organization on a path to generate a bold new profile via rebranding and board recruitment in support of a fresh artistic vision, expanding venue footprint, and a progressive commitment to community engagement and public education. As the organization’s equity, diversity, and inclusion steward, she fostered culture change and empowered the staff and board to better serve and actualize the vision to advance racial and social justice.
In July 2021, Mathur begin a new position as chief strategy & external relations officer for the Natural History Museums of L.A. County. The museum system—including NHM at Exposition Park, La Brea Tar Pits and Museum in mid-Wilshire, and the William S. Hart Museum in Newhall—embraces its role as one of, for, and with Los Angeles; creating a new understanding of urban nature; and activating the extensive collections and research stories for the public. In her role, she is responsible for crafting the vision and executing the strategy for the NHMLAC brand and experience that attracts new fans, members, donors, and participants in life-long engagement, increasing the sphere of influence and market share for the museums in Los Angeles and beyond.
Mathur’s commitment to arts advocacy is amplified through her role as a board member of Arts for LA, a vital organization that generates public will to support the arts. She launched a medical practice with her husband in 2017, for which she continues to serve as an advisor. Mathur earned a BA in anthropology at the University of Wisconsin, Madison, and an MBA at Baruch College’s Zicklin School of Business at the City University of New York.
Mathur’s family and she are citizens of the world, embodying a lively blend of South Asian and West Indian cultures, Jewish traditions, and multiple races. Food is really good in their house, where she lives with her entrepreneurial healthcare hero husband, their two teenage sons, and sweet dog Shabba, named after a favorite reggae artist from the 80s.
Arts Marketing & Communications