There is a crisis of poverty in the developed world that often goes without recognition : young lives that have been robbed of their true sense of identity and worth, leading down a destructive spiral, producing lives void of the hope and direction they were created for, often with tragic consequences.
Pure Creative Arts tackles identity crisis with infectious hope, courage, and authenticity.
We are redefining identity, not by the boxes we fit into – demographics, stereotypes, or arbitrary standards of beauty and success – but by discovering who we are on the inside – by forging confidence in who we were uniquely created to be.
Through innovative, engaging, multi-media productions, we raise questions and challenge the labels that divide and confine us. Through workshops, we create a forum and space for self reflection and discovery. Through mentoring, we empower lives lived to their fullest.
OUR FOUNDER

Tamsin Evans
Tamsin founded Pure Creative Arts in the UK in 2003 with a vision to work with girls and young women on topics of self-esteem, identity and their surrounding issues. The work has since grown internationally and to include an increasing involvement with boys and young men, who are faced with the same issues but often have even fewer opportunities to talk about them.
She is passionate about mentoring others to embrace their unique identity and pursue their passion and purpose. She is the author of Take Your Place (2015), a frequent speaker at conferences and events, and a writer and director of numerous productions.
Tamsin graduated from the Liverpool School of Performing Arts with a 1st class Bachelor of honours. Originally from York, UK, she now lives in New York with her husband and their two children.
Watch our founder’s story >
OUR STAFF

Tanya Birl
Born and raised just outside of Toronto, Canada, Tanya began her training and love for dance and theater at the age of 10. She attended Cawthra Park School of the Arts where she graduated top of her class with a major in Dance. Tanya continued her studies at the world-renowned Alvin Ailey School in NYC. She began her theater career on the 1st National tour of Broadway’s ‘The Lion King’. Credits include Broadway: ‘Finian’s Rainbow’, ‘Memphis’, ‘How To Succeed in Business…’ staring Daniel Radcliffe, ‘Cat on a Hot Tin Roof’ staring Scarlett Johansson, A Christmas Story and ‘On The Town’. She has also performed in ‘West Side Story’ in London’s West End and in several of New York’s City Center Encores! Productions. Tanya has been fortunate to work as the associate choreographer on ‘Cotton Club Parade’ with Jazz at Lincoln Center and ‘Chaplin’ the musical, on Broadway.
Tanya teaches master classes and workshops around the New York City area. She is also a passionate public speaker, raising awareness for diversity and equality in the arts. Reaching youth through the lens of theater and addressing the many questions that they face is at the heart of Pure’s vision that Tanya is excited to be part of.
April has over ten years of experience in business development, marketing, and communications in software and entertainment industries, including for companies such as Sony Music and NetApp. More recently, she has dedicated her time to various nonprofit organizations in operational and fundraising capacities.
April earned her Masters in Communications from the New York Institute of Technology, with a focus in marketing. She is passionate about issues of social justice – particularly fair trade, human trafficking, and empowering women and youth – as well as environmental sustainability and animal welfare. April lives in Astoria, NYC with her husband and their dog.

April Hedin
Campaign Lead
JOB DESCRIPTION
Job Title: | Campaign Lead |
Location: | NYC |
Hours: | Full-time |
Reports to: | COO |
Main working contacts: | Pure Creative Arts staff, media contacts, contractors |
Position Overview
Pure’s mission is accomplished through the delivery of high impact, innovative programs (including theatrical productions) and campaigns. As such, the role of the Campaign Lead is integral to the continued success and growth of Pure. The Campaign Lead must be able to carry the vision of Pure and implement, measure, and develop each campaign to its potential while achieving the strategic goals of the organization. It is essential that the Campaign Lead shares the heart of Pure to reach young people with hope and courage to be their authentic selves, shed the boundaries of stereotypes, and passionately pursue their unique purpose in life.
The Campaign Lead is responsible for creating and managing multifaceted national awareness and fundraising campaigns that mobilize individuals to join and support the work of Pure. The Campaign Lead reports to the COO and collaborates closely with the leadership team as well as external resources and stakeholder partners to ensure excellent, on-time, and high impact delivery of campaign components. The Campaign Lead will use insights and customer intelligence to execute end-to-end (plan, test, execute, measure and refine) programs and deliver remarkable results. This role requires a candidate comfortable driving strategic campaign development as well as managing tactical day-to-day campaign deliverables.
Responsibilities
The Campaign Lead will:
- Contribute to campaign strategy, giving input into annual giving campaigns, capital campaigns, and awareness and social action campaigns in support of organizational goals, program objectives, and building Pure’s brand
- Create content including images and video for social media, material for email newsletters and blogs
- Curate relevant content for various networks in alignment with Pure’s mission
- Adapt content as appropriate for each audience and network
- Track engagement, analyze data, and draw actionable insights to improve and grow our social reach and impact
- Be creative and innovative, constantly testing new strategies, new content, and new campaigns
- Keep a pulse on industry and social trends and be proactive in driving interaction with influencers, bloggers, and media
- Be a savvy social media manager with the grace and diplomacy to handle incoming inquiries, comments, and social media interactions in a timely and professional manner that reflects the heart of Pure
- Manage and facilitate community development within each network
- Think and plan internationally, as Pure operates currently in the US and UK
- Manage and enhance Pure’s editorial calendar, ensuring quality content, on-time project delivery, and that strategic goals are met
- Manage content across all of Pure’s online assets including social media pages, newsletters, websites, and forms ensuring freshness, accuracy, consistency, and adherence to branding standards
- Initiate and deliver innovative, engaging campaigns including awareness building of the issues Pure addresses, social action campaigns, and fundraising campaigns
- Collaborate with partners and other stakeholders to coordinate campaign activities
- Create campaign project timelines, monitor activity and notify stakeholders of relevant outcomes, changes, and next steps
- Collaborate with team managers and mobilize the staff around campaigns, training them on how to utilize campaign materials for promoting through their personal networks
- Develop metrics and track integrated campaign effectiveness to report on campaign outcomes and progress to internal and external constituents
- Routinely analyze data and troubleshoot to understand issues and identify solutions; proactively plan for contingencies
- Oversee quality control and ensure approvals are obtained as appropriate
- Have an understanding of CRM systems and moves management
- Contribute to the development of donor personas representing the various ways and reasons that people support Pure financially or with other resources
- Hold the heart and vision of Pure central to every aspect of their work
- Other duties in support of the organization as required by their manager and in relation to the position:
- To follow Pure Creative Arts policies and procedures
- To maintain accurate records in each area of your responsibility
- To undertake any training necessary and participate in the organization’s supervision and appraisal system, and identify further training and personal development needs
Qualifications
- 5 years experience in national campaign development and management
- Experience in international campaign development and management a plus
- Bachelor’s degree or higher in related field
- Demonstrated success developing, implementing, and evaluating high-impact, engaging campaigns
- Excellent oral, written and visual communication and presentation skills
- Able to connect people and stimulate discussion; is a natural motivator and influencer
- Highly innovative, entrepreneurial and collaborative
- A creative “ideas” person with an eye for design and an understanding of the power of storytelling with proven experience engaging and motivating people
- Self-motivated and self-managing
- Excellent attention to detail
- Organized and process-oriented; strong project management skills
- Ability to deliver high quality work in a growing organization under deadlines
- Excellent analytical skills; curiosity and ability to conduct well planned experiments
- Strong copywriting and editing skills
- Comfortable with basic design, photography, and videography
- Is hungry for information, has good judgment and quick decision-making ability
- Adaptability, calm in the face of stress
- Resourcefulness; desires to solve problems; ability to troubleshoot and know where to pass a complex question
- Proficiency with Google Apps, social media, and CRM systems
Program Director
JOB DESCRIPTION
Job Title: | Program Director |
Location: | NYC |
Hours: | Full-time |
Reports to: | CEO |
Main working contacts: | Clients, partners, Pure Creative Arts staff and volunteers |
Position Overview
Pure’s mission is accomplished through the delivery of high impact, innovative programs including theatrical productions, follow up workshops, and group courses. As such, the role of the Program Director is integral to the continued success and growth of Pure. The Program Director must be able to carry the vision of Pure and implement, measure, and develop each program to its potential while achieving the programmatic goals of the organization. It is essential that the Program Director shares the heart of Pure to reach young people with hope and courage to be their authentic selves, shed the boundaries of stereotypes, and passionately pursue their unique purpose in life.
Responsibilities
The Program Director will:
- Contribute to the strategic direction and planning of Pure Creative Arts’ programs, in collaboration with the leadership team
- Develop key partner relationships and business opportunities to increase the networks and reach of Pure’s programs in the US
- Be an ambassador for each program, generating bookings for the productions program and licensing opportunities for the course programs
- Oversight and strategic development of franchising (licensing) of course material worldwide
- Manage the various aspects of program delivery, setting objectives and key results (OKRs)
- Implement the program strategy ensuring strategic program goals are met or exceeded with comprehensive reporting and communication to the leadership team and, at times, for funders
- Develop a robust and scientific program evaluation system, in coordination with academic researchers, for measuring program outcomes and to assess the strengths of the program and identify areas for improvement
- Increase the standard of all programs through monitoring, evaluation, and auditing, working with staff and volunteers and getting regular reports and updates on their work
- Identify and evaluate risks associated with program activities and take appropriate action to mitigate the risks
- Ensure program activities operate within the policies and procedures of the organization and comply with all relevant legislation and professional standards
- Ensure that programs operate within the approved budget and according to Pure’s accounting policies and procedures
- Hold the heart and vision of Pure central to every aspect of their work
- Other duties in support of the organization as required by their manager and in relation to the position:
- To follow Pure Creative Arts policies and procedures
- To maintain accurate records in each area of your responsibility
- To undertake any training necessary and participate in the organization’s supervision and appraisal system, and identify further training and personal development needs
Qualifications
- Prior experience in program management
- Master’s degree in related field or equivalent in experience
- Demonstrated success developing and evaluating program models and successfully operationalizing innovative programs
- Experience developing and growing programs globally
- Is passionate about partnership, working with other organizations, seeing lasting change through collaboration
- Is a strong communicator, able to sell vision and get people on board with each project or program
- Has the ability to build and grow a team of both staff and volunteers
- Has experience in training and course licensing program development
- Proficient in using technology as a management reporting tool and experience with developing and implementing program evaluation systems
- Strong project management skills managing complex, multifaceted projects resulting in measurable successes and program growth
- Excellent networking and business development skills
- Experience with and/or a passion for working with youth (mainly teenagers)
Executive Assistant
JOB DESCRIPTION
Job Title: | Executive Assistant |
Location: | NYC |
Hours: | 18 per week |
Reports to: | CEO |
Main working contacts: | CEO, Clients, partners, Pure Creative Arts staff and volunteers |
Position Overview
As a growing international organization, Pure’s executive staff requires the support of a seasoned executive assistant to manage day to day aspects of scheduling, communications, and filing. The Executive Assistant’s main focus is to support the CEO in her role. As such, the role of Executive Assistant is integral to the continued success and growth of Pure. The Executive Assistant must be able to carry the vision of Pure and communicate it through every interaction with staff, volunteers, clients, and partners.
Responsibilities
The Executive Assistant will:
- Manage the calendar, email, and work phone of the CEO
- Assist the CEO in following up from meetings, and ensuring actions are completed
- Ensure every opportunity is covered, optimized and nothing is missed or allowed to slip through the cracks
- Coordinate internal and external meetings for the CEO including quarterly reviews of the CEO’s direct reports, and liaising with the Board of Directors to coordinate board meetings
- Coordinate interviews for potential staff and volunteers
- Assist the CEO in the preparation and delivery of events and meetings, such as quarterly and annual meetings or team days
- Take meeting minutes whenever possible
- File documents on a regular basis and maintain the organization’s filing system both electronically and on hard copy
- Arrange travel and accommodations as necessary
- Provide hospitality, making sure that the CEO and those meeting with her are well taken care of
- Manage confidential information pertaining to the work of Pure Creative Arts, its staff, and volunteers
- Have discretion about the CEO’s calendar and email account regarding personal information
- Edit documents for the CEO
- Take initiative where appropriate, and take on specific tasks as seen fitting by the CEO
- Hold the heart and vision of Pure central to every aspect of their work
- Other duties in support of the organization as required by executive staff and in relation to the position:
- To follow Pure Creative Arts policies and procedures
- To maintain accurate records in each area of your responsibility
- To undertake any training necessary and participate in the organization’s supervision and appraisal system, and identify further training and personal development needs
Qualifications
- Prior executive assistance, clerical or secretarial work experience
- Scrupulous attention to detail
- Great communication and interpersonal skills
- Superior organizational skills
- Ability to multitask
- Calm, pleasant demeanor
Technician
JOB DESCRIPTION
Job Title: | Technician |
Locations: | NYC & London |
Hours: | Part-time |
Reports to: | Productions Director |
Main working contacts: | Clients, Pure Creative Arts staff and volunteers |
Position Overview
Pure’s mission is accomplished through the delivery of high impact, innovative, theatrical productions and follow up workshops. As such, the role of Technician is critical to the successful delivery of each production. Working with our close-knit team, this is an unusually broad role which includes the preparation, testing, rigging and operation of all types of AV equipment for our productions. Must be capable of planning your own workload against the production requests that are received.
Responsibilities
The Technician will:
- Design and specify appropriate audio visual and lighting systems that balance the needs of productions with budgets
- Prepare audio visual and lighting systems for productions including scheduling maintenance of equipment and ordering consumables
- Implement audio visual designs in QLab (our preferred playback and automation software)
- Program sound and lighting consoles to suit the design
- Promote and ensure compliance with Pure Creative Arts policies and procedures including our health & safety policy
- Set up and operate audio visual and lighting systems for productions
- Problem solve and troubleshoot at a high level all potential AV issues
- Drive the equipment van
- Liaise with venues and rental/hire companies
- Oversee all AV production to the highest quality
- Hold the heart and vision of Pure central to every aspect of their work
- Other duties in support of the organization as required by their manager and in relation to the position
Requirements
- Be willing to work flexibly
- Previous experience mixing sound for live theatre “line-for-line” and troubleshooting RF issues
- Previous experience designing and operating basic lighting systems
- Previous experience working with large-format projection systems
- Current, clean driver’s license and comfortable driving vehicles up to 3.5T
- Communicate clearly, confidently and appropriately with colleagues, suppliers, venue staff and clients
- Be confident working independently and without supervision to tight deadlines
- Strong problem solving skills
- Able to work effectively in a demanding and pressured environment
The ideal candidate will also:
- Have an existing network of industry contacts including rental/hire companies and equipment suppliers
- Have previous experience programming audio and video shows in QLab including using external triggers for sound and lighting console automation
- Have experience with projection mapping and blends
Additional Details
- Performances often take place in schools, during school hours (typically between 8am – 3pm) but may be at other times as needed