About me
I have over 20 years’ experience in arts marketing in the areas of digital, audience development strategy, press and PR, stakeholder communications, ticketing and visitor experience. I have held press, PR, communications, marketing, audience development and senior leadership positions at the National Portrait Gallery, Foster + Partners Architects, Liverpool Everyman and Playhouse Theatres, Floral Pavilion Theatre and Conference Centre, FACT (Foundation for Art and Creative Technology) Liverpool and Llangollen International Musical Eisteddfod.
At FACT, I headed the Marketing and Communications Team where I led a full rebrand and new visual identity together with the creation of a new website. I was also part of FACT's LCR Activate team, a three-year, £5m digital and creative innovation initiative between Liverpool John Moores University, FACT and Liverpool City Region LEP aimed to position Liverpool City Region's digital and creative industries (DCI) sector at the forefront of innovation in emerging digital technologies.
Pre-pandemic, I undertook a deep-dive 18-month consultancy role as Director of Marketing and Audience Development at Llangollen International Musical Eisteddfod funded by Welsh Government’s Major Events Unit. Remit and deliverables included: a marketing campaign strategy to nurture a daytime visitor market resulting in a 17% increase in overall visitors and a 20% increase in daytime visitors; introducing the Audience Finder segmentation add-on tool to the organisation and integrating it with the Box Office system (Spektrix) to introduce dynamic e-comms content and dynamic ticketing initiatives.
I am a Fellow of the Royal Society of Arts, a Member of the AMA (Arts Marketing Association) and of the CIPR (Chartered Institute of Public Relations). I was Chair of St Helens Cultural Hubs NPO Advisory Board for 7 years and was previously Chair of Wirral Visitor Economy Board, on the Liverpool City Region LEP (Liverpool Enterprise Partnership) Visitor Economy Board and the Wirral Council Visitor Economy Strategy Steering Group. I am currently on the EAUC judging panel for the Green Gown Awards 2026.
I joined LIPA in 2021 as part of the Management degree faculty and am currently Module Leader for Marketing, Content Creation, Practical Creative Projects, Marketing Analytics, Strategic Marcomms and Industry Placement. I was awarded a LIPA Teaching Excellence award in 2023, am a founding member of LIPA's Green Team, a member of the LIPA AI Interest Group, part of LIPA's Equality, Diversity and Inclusion committee, and co-lead for Technology, Innovation and the Future of the Creative Curriculum Conference.
LinkedIn
Instagram
