Andrea Cuevas

Raphael Picard



LinkedIn Profile

Before beginning the Arts & Cultural Management program at PSB in 2015, I had spent the past few years working in the Broadway theatre industry in New York City. I loved the work I was doing, but I felt that business school would provide me with a more holistic approach to marketing. I didn’t want to attend a typical US program, where there is a heavy focus on finance and accounting from a “Wall Street” perspective. I loved the idea of studying in Europe, learning from new cultural experiences, and as an added bonus – practicing my French!  

My peers at PSB came from a variety of different backgrounds and experiences, all of which helped to shape my views and passion for the arts industry.  I have a deep appreciation for the wide range of opportunities that exist in the professional field, and I’m eager to keep collaborating and exploring different options. 

Upon graduation, I moved back home and began working at McCarter Theatre Center in Princeton, NJ. It’s a wonderful award-winning non-profit institution that I have always respected and am honored to now be a member of their marketing team. I manage the Presented Series, which produces 50 performances per season, with an impressive roster of internationally acclaimed dancers, singers, orchestras, comedians, magicians, and everything in between. I negotiate contracts, develop and execute media plans, oversee budgets, coordinate community outreach, design promotional materials, and ensure an overall five-star audience and artist experience.  

I made the right choice to attend PSB. It was the perfect moment in my career; I had professional experience, but knew I wanted to learn more. I kept an open-mind throughout the process and always had my professional goals in mind. I’m optimistic about the future and am thrilled that I’ll always have wonderful friends around the world to inspire me and keep me connected with the arts & culture industry.