The Houston Symphony Orchestra has named Alex Soares to the position of Chief Marketing Director.

Soares has held the position of Interim Chief Marketing Officer since 2024, but the company decided to keep him in the title permanently following a strong season of results. Per an official press release, total ticketing revenue for 2025 exceeded $13 million, a historic high for the company. Moreover, subscriptions grew by 12 percent, and there was a 27 percent rise in flexible hybrid offerings. Moreover, single ticket revenue rocketed up by 28 percent year-over-year with support from high-demand programming and expanded marketing research.

Soares, who previously served as President of REI Network L.P., was at the helm of an effort to expand the organization’s audience development efforts through community-centered campaigns as well as innovative programming that included “The Music of Selena” and “Cynthia Erivo with the Houston Symphony,” among others. The Erivo program alone was the first in the company’s history to exceed $1 million in revenue.

“It’s an honor to step into this role during such a transformational chapter for the Symphony under Gary Ginstling’s leadership,” Soares said per the press release. “With bold artistic vision, a newly renovated Jones Hall, and a team deeply committed to connecting people through music, we have a unique opportunity to reimagine the concert-going experience. The level of artistry on stage each week is unmatched and I’m so excited for more Houstonians to discover the power of live orchestra music as we launch our 2025-26 season.”

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