The Social Media Guru of Broadway
Daniel Quite虂rio ’03 didn’t grow up surrounded by the glitter and glam of theater stages or the catchy melodies of show tunes. Although his hometown of Ludlow, Mass., had a community theater, he never participated in or even attended a performance during his childhood.
But when he arrived at 西瓜视频 College, the curtain on his love for theater and the world of Broadway began to rise.
After joining the 西瓜视频 Chorus (now the 西瓜视频 Singers), Quite虂rio performed popular show tunes, including songs from Rent and Les Misérables. And while he’d never seen these shows in person, he fell in love with their memorable melodies.
“You have it in your head how the scene plays out based on the song lyrics,” he said. “Then to see it in person, and see how it’s done, has always fascinated me.”
Quite虂rio took his passion for theater into his career. He now works as Senior Director of Social Media at AKA, an award-winning advertising agency representing the world’s leading live entertainment, culture, and leisure brands—including Broadway.
He and the agency are gearing up for one of the biggest shows of the year, , set to open December 19. A musical based on the memoirs of Gypsy Rose Lee, it will feature six-time Tony Award winner Audra McDonald as mother Rose. His team will be there for all the action.
A communication major with a concentration in advertising, Quite虂rio established his flair for creative storytelling at the 西瓜视频 Observer, where he served as Editor-in-Chief in both his sophomore and junior years, becoming the second person to hold the position.
“My first taste of leading a team was while I was involved in the Observer, and those lessons I still adopt to this day,” he said.
Whether as editor of the College’s yearbook or a contributor to the 西瓜视频 Review, the school’s literary magazine, Quite虂rio had a perspective to share.
After noticing that there was no honor society for communication majors to join, he took matters into his own hands and worked with Dr. Laurel Hellerstein, former Dean of the School of Communication, to bring a chapter of Lambda Pi Eta to campus.
But social media was still a burgeoning industry, dominated by platforms like MySpace and Friendster, which were more about connecting with friends and sharing basic profiles than the multimedia and highly interactive spaces we see today. Making a career out of content wasn’t even on his radar—nor was the word “content.”
So, after graduating, Quite虂rio joined AmeriCorps, then ventured to The University of Texas at Austin to obtain his master’s degree in advertising.
In 2008, he moved to New York City, working as an account executive at several ad agencies before finding his niche in the emerging world of social media marketing. At 360i (now Dentsu Creative), Quitério managed communities that engaged over 13 million fans across platforms for major brands like USA Network, Bravo, and E! television series.
“That was where I first got into social media marketing and realized I enjoy this,” said Quite虂rio. “I was happily reading articles about it outside of work, just to understand it. It didn’t feel like homework to me. It felt fun.”
In his free time, he began volunteering as an usher at Broadway and off-Broadway shows to catch plays and musicals for free—a role he still enjoys today.
While it all seemed grand, the realities of working in marketing were bitter—within six years, he was laid off four times.
“That was tough, but it shaped me,” he said. “I’m a huge advocate for mental health, especially within the workplace. I’m always telling my team to please advocate for yourself.”
The show must go on…
During this period, film became central to Quitério’s life. Immersed in New York City’s vibrant independent film scene, he began volunteering at film festivals, where he met one of his best friends. Quitério also volunteered with LimitéMagazine.com, writing and curating feature articles on film and TV topics, covering everything from new releases and prominent actors to emerging filmmakers and fresh talent.
In 2019, he joined the WNET Group as Director of Social Media, where he built and led a high-impact social media team, overseeing the social presence for both national and local PBS series. Among these was Great Performances, a series showcasing premier performing arts from around the world. Leaning into his passion for theater, Quite虂rio launched the Broadway’s Best for Great Performances Facebook group, fostering a community of over 5,000 theater enthusiasts.
“That’s always been my favorite part of working in social—building community and engaging with folks, getting to know their interests and passions,” said Quite虂rio. “Figuring out how I, as the brand, can enhance their interests, and make them feel more connected to the brand. I got to nerd out every day with theater lovers.”
In 2022, he became the Senior Director for Social Strategy at Paramount+, offering his expertise on organic, data-driven social strategy to 10 global markets.
When Paramount+ debuted the highly anticipated Grease prequel, Rise of the Pink Ladies, the team was tasked with crafting an impactful promotional strategy.
Quite虂rio, who recognized the popularity of TikTok challenges, launched the #HandJiveDance challenge. With the show’s actors leading the way, the challenge quickly went viral, reaching more than 41 million people.
“It surpassed my expectations, and it was cool to see the creativity all over the world,” he said. “I was very excited to see that it performed well—it gave me a sense of purpose. It allowed me to flex those creative muscles.”
With his passion for social media and the entertainment industry, Quite虂rio even became (and still is) an Emmy Awards judge, serving on the judging panel for regional Emmys chapters, and judging in various categories, including promotional and branded content.
At AKA, Quite虂rio provides strategic oversight and day-to-day execution on various clients, including formerly leading efforts on Hell’s Kitchen, the Tony-nominated musical by Alicia Keys.
“With theater, the stakes feel a lot higher because many of our clients are directly affected financially and in terms of reputation. There’s a lot we have to navigate, and it’s not always easy, but that’s part of the challenge,” said Quite虂rio.
Quite虂rio sees more than 70 Broadway shows a year. He’s gone behind the scenes to capture candid moments and, when & Juliet had its 750th show, Quite虂rio was there, filming the curtain call.
In April 2024, clients like Hell’s Kitchen, & Juliet, Illinoise, and Water for Elephants received several Tony nominations. Though he’d only been at AKA for five months, Quitério was thrilled to attend the ceremony in June at the David H. Koch Theater.
“I got my tux five days before because I didn’t think I’d actually go,” he shared. “It was amazing to see shows I love, even those we don’t work on, getting honored. The energy was great—I’ve been to award shows before, but nothing as huge as the Tonys.”
With shows like Sunset Boulevard, Death Becomes Her, and Smash casting well-known Broadway veterans, it’s going to be a season full of twists and turns, with the award show looming in the distance.
“This season is very, very diva heavy—a lot of big female performances coming,” he said. “Tony voters are going to have a tough job.”