Sarah works with cultural organisations on all aspects of their audience development and communication strategy. An expert in marketing, big picture data, research and CRM, Sarah provides clients with insight about their market and their messaging that can help them drive their business forward. She was, until recently, the Chief Business Development Officer at the UKs leading cultural research body, The Audience Agency where she ran the national consultancy arm of the business.
Sarah combines research and data expertise, with over 20 years’ inhouse experience as Communications Director for some of the largest National Institutions – including the National Theatre, National Gallery and BFI. During her career she launched the first ever NT Live, worked on International touring projects such as Warhorse and kick-started many research, digital and new audience initiatives.
Clients who have benefited from her audience strategy and communication planning, range from international festivals to commercial theatres; world-class concert halls to regional visitor attractions.