Erik Piepenburg was previously a digital theater editor at the New York Times. (Photo: Brent Murray)

Erik Piepenburg, a former New York Times digital theater editor, is joining ad agency Serino Coyne as features editor.

Piepenburg comes to Serino Coyne after working at the Times as an editor, writer and producer for more than 14 years. The live-entertainment marketing agency counts “Dear Evan Hansen,” “Frozen” and “The Lion King” as clients, among others.

In the role, Serino Coyne says Piepenburg will add to “the agency’s storytelling capabilities” and work on content created for clients.

Piepenburg managed video, interactive and other theater content at the Times, and led the Tony Awards concerts at Feinstein’s/54 Below as well as the “In Performance” video series.

“There are many innovative things happening in the digital content world, and I’m looking forward to using my journalism background to help tell stories for some of the world’s best entertainment brands,” Piepenburg said in a press release.

In addition to Broadway shows and tours, Serino Coyne, an OmnicomGroup agency, also represents organizations such as The Tony Awards and The Actors Fund, as well as the non-profit theaters, the Lincoln Center for the Performing Arts and Manhattan Theatre Club.