NEW YORK – May 6, 2025 – AKA, the award-winning, fully integrated agency, proudly announces the appointment of Beth Watson as Senior Vice President, Head of Theater. A dynamic and strategic leader with 15 years of Broadway and entertainment marketing experience, Beth joins AKA at a moment of exciting growth and momentum for the agency.
Most recently Executive Vice President and Co-Head of the New York office at SINE Digital, Beth played a pivotal role in expanding the agency’s U.S. presence. Her career includes standout achievements as in-house Brand Director for Josh Groban and TourDForce Productions, and Vice President Client Services at SpotCo, where she launched her career. Known for her innovative approach and relationship-driven leadership, Beth brings a fresh perspective and deep understanding of the theatrical landscape.
“Joining AKA feels like a return home to the heart of theatrical storytelling,” said Watson. “This team has been setting the standard for strategic creativity in the industry, and I’m honored to help shape the next chapter of its legacy. I can’t wait to collaborate with our clients and colleagues to craft work that not only sells tickets but sparks cultural conversation.”
Beth’s appointment comes as AKA continues to earn recognition across the industry. The agency is a finalist in the 17th Annual Shorty Awards for its innovative work on behalf of Romeo + Juliet and in the Digiday Media Awards for Best Use of Audience Insights for its work with American Dream. Additionally, AKA’s client productions recently earned a combined 55 Tony Award® nominations.
Beth will partner closely with outgoing SVP, Head of Theater Robert Jones through a transition period leading up to his departure on June 13, 2025. Robert leaves to become Chief Marketing Officer at Lincoln Center Theater after a distinguished tenure at AKA.
“It’s been an incredible 5 years with AKA,” said Jones. “I’m deeply proud of what we’ve built together: bold campaigns, meaningful collaborations, and lasting partnerships. All of this with the brilliant team I’m honored to work with, and some truly exceptional clients that we’ve been privileged to champion. I’m extremely excited for my next adventure at LCT, and I leave AKA thrilled for what’s ahead for them, and for Beth’s talent and skill to be at the helm of the theatrical division.”
Elizabeth Furze, CEO of AKA North America, added “We’re thrilled to welcome Beth to the team. She brings a powerful blend of deep experience, strategic insight, and collaborative spirit that will serve our clients and our team brilliantly. As we celebrate Robert’s outstanding leadership and prepare for this next chapter, we’re excited for all that lies ahead under Beth’s guidance.
