For five years, I was proud to be Director of Communications and Deputy Executive Director at the Mercury Theatre in Colchester, an ambitious mid-scale producing and presenting theatre in the east of England.

My focus was on strategic audience development – using digital technologies to improve the audience experience, driving up customer loyalty, and strengthening the financial resilience of the theatre through a reduced reliance on state subsidy.

As part of the leadership team, I worked to increase the Mercury’s turnover by a third in two years, and drove audience growth of 15%, with greatly improved levels of audience retention.

As Deputy Executive Director, I was the author of the organisation’s most recent 4-year business plan and deputy to the co-Chief Executive in the management of the theatre, strategic and business planning, business development, HR, governance, operational management and external relations. 

 If you’re looking for freelance leadership or audience development support for your arts or non-profit organisation, do get in touch.

On audience development, data and ticketing

Essex Digital Awards: A Few Minutes With…

Ahead of the Essex Digital Awards, I spoke to the organisers about the Mercury Theatre’s use of digital technologies in audience development. As we’re increasingly less constrained by cost-heavy formats…

Championing public funding for the arts in the media

Sunday Politics (East): Introduction of Theatre Tax Relief

Sunday Politics (East): Introduction of Theatre Tax Relief

BBC Essex: Should Arts Council NPO funding be spent on the NHS instead?

BBC Essex: Promoting Relaxed Performances for audience members with an Autistic Spectrum Condition