What if your organization’s
next transition could be
its biggest breakthrough?

I’m Shana Mathur, an executive leader and cultural strategist. I partner with mission-driven organizations navigating critical growth and evolution phases to help them shape strategy, deepen engagement, and grow with intention.

With 25+ years leading marketing, communications, brand strategy, and customer experience for nonprofits — including the Los Angeles Philharmonic Association and Natural History Museums of Los Angeles County — I empower organizations to strengthen their impact and reach.

My approach is people-centered, equity-informed, and grounded in a lifelong commitment to arts, culture, community, and social impact.

WHAT I DO

  • Build stronger brands

  • Craft clear, compelling messaging

  • Design growth strategies that last

  • Turn vision and values into results

Let's Meet

What I Offer

  • Develop promotional strategies and campaign frameworks that drive visibility, engagement, and performance across channels.

    • Design integrated marketing campaigns from concept to execution

    • Build multi-channel promotional strategies and plans

    • Guide digital marketing transformation and technology selection

    • Create measurement frameworks and optimize campaign performance

    • Develop acquisition and conversion strategies

  • Craft messaging frameworks and stakeholder communications that build trust and amplify impact.

    • Develop organizational messaging architecture and voice/tone guidelines

    • Design communications plans for internal, public, donor, and board audiences

    • Guide content strategy and editorial planning

    • Create crisis communications and issues management protocols

    • Build thought leadership platforms and media relations strategies

  • Align teams and stakeholders around actionable roadmaps rooted in mission and long-term impact.

    • Facilitate leadership alignment around goals and direction

    • Translate vision into clear, integrated strategies

    • Identify growth opportunities and resource gaps

    • Navigate organizational change with clarity and momentum

  • Define authentic brand identities and stories that differentiate and resonate.

    • Clarify unique value proposition and competitive positioning

    • Refine mission, vision, and values

    • Develop cohesive brand narratives and messaging

    • Guide rebrands and brand evolution initiatives

    • Ensure inclusivity in brand development

  • Build meaningful relationships and partnerships that deepen community connection and create shared value.

    • Design inclusive engagement strategies rooted in equity and cultural relevance

    • Develop community partnerships and co-creation models

    • Strengthen relationships with core constituencies

    • Align programming and experiences with community values and needs

  • Design business models and revenue structures to increase sustainability and financial health.

    • Analyze and develop diversified revenue strategies

    • Optimize pricing architecture and sales infrastructure

    • Restructure products and services to align with market opportunity

    • Build financial models and forecasting frameworks

  • Map and enhance every touchpoint to create seamless, loyalty-building experiences.

    • Audit and improve end-to-end customer journeys

    • Define experience principles aligned with brand

    • Unify communications, hospitality, and service delivery

    • Address operational gaps affecting satisfaction

  • Lead high-impact initiatives from planning through execution.

    • Manage major projects like rebrands, capital campaigns, and program launches

    • Align cross-functional teams and external partners

    • Integrate community input and co-design

    • Track metrics and adjust strategies in real time

  • Step into executive roles during transitions or growth periods.

    • Lead marketing, communications, or external affairs functions

    • Build team capacity and operational infrastructure

    • Manage initiatives while stabilizing operations

    • Advise CEOs, boards, and leadership teams description

  • Support leadership with strategic messaging and relationship-building.

    • Develop materials and presentations for boards and donors

    • Craft executive communications that inspire action

    • Facilitate strategic retreats and working sessions

    • Manage sensitive communications with clarity

  • Strengthen structures and culture for high-performing organizations.

    • Evaluate workflows, roles, and staffing models

    • Coach teams through collaboration and change

    • Design organizational structures aligned with strategy

    • Implement systems for learning and growth

Let's Meet

In Their Words

  • "Shana was a vital member of my leadership team during a transformational time for our museums. She brought vision, perspective, and the expertise to help guide major initiatives, including the launch of NHM Commons and reimagining La Brea Tar Pits. Now, she continues to be an invaluable partner as a strategic advisor for our rebranding work and positioning NHMLAC for the future. Her insight and deep care for mission are making a lasting impact on our institution."

    Dr. Lori Bettison-Varga, President & Director, Natural History Museums of Los Angeles County

  • "Shana provided the executive-level strategic leadership we needed to prepare to launch our new outdoor venue The Rady Shell, from branding and digital strategy to customer experience and revenue management. She brought clarity to a complex transformation and collaborated seamlessly with our team, Board and external stakeholders to ensure every element aligned with our vision."

    Martha Gilmer, President & CEO, San Diego Symphony and The Rady Shell

  • "Shana guided us through our 125th Anniversary and Music Director transition with a comprehensive strategic communications plan while providing expert interim executive leadership for our Marketing & Communications team. A trusted thought partner, she gave us the strategic roadmap and leadership stability we needed to navigate this transformational period with confidence."

    Scott Showalter, former President & CEO, Oregon Symphony

  • "Shana's executive coaching created a new vision for us in marketing and media. Her preparation and detailed, crisp analysis of our challenges, and solutions to those challenges, gave us just the tools we needed. Sometimes you start off feeling like you are in a blur, and the right coach, like Shana, sorts you. It's a pleasure to work with Shana who really listens and helped us take steps toward change."

    Dr. Kate Gale, Publisher, Red Hen Press

  • "Shana stepped into the interim CMO role and quickly adapted to our unique community and culture, becoming an essential strategic partner during a major music director transition. She worked closely with our executive team and board to evaluate season structure, develop new revenue opportunities, establish transition plans, and position the organization for the future."

    Mark Hanson, former President & CEO, San Francisco Symphony

  • "Since our time together at BAM, Shana has been a trusted partner and steady source of clarity. She has an extraordinary gift for untangling complexity—whether guiding team building, rethinking structures, or elevating how organizations present themselves. Her insight, creativity, and care have shaped my leadership style, team management and approach to aligning programs to vision."

    Limor Tomer, Vice President of Programming and Production, Segerstrom Center for the Performing Arts

  • I worked with Shana during a major restructuring, and her leadership was remarkable—clear, steady, and deeply human. She brought structure to change, led with empathy, and made collaboration feel effortless. The foundation she built still supports the team today. Shana blends strategy and heart in a way that leaves lasting impact.

    Larry Williams, Creative Director, San Francisco Symphony