Norwich, England, United Kingdom
I believe in the transformative power of storytelling: its ability to shape thinking, cultivate empathy, build communities, and deepen our connection with the world. My passion lies in tackling cultural deprivation and widening access to the arts, ensuring creativity is a force for inclusivity and change. With expertise spanning brand creation, audience development, and innovative theatre and opera production, I bring a strategic vision to the arts. From developing imaginative marketing strategies to curating experiences that resonate, I thrive on crafting narratives that inspire and engage. Key Strengths & Achievements Collaborative Theatre Making: Directing imaginative, immersive theatre and opera experiences that engages artists, inspires creative teams and develops new audiences. Educational Empowerment & Mentorship: I design and lead educational projects that support young people in developing their creative voices. Through coaching and engagement, I help them build confidence, refine their artistic expression, and gain access to meaningful opportunities in the arts. Cultural Strategy & Brand Development: Crafting compelling narratives that enhance brand identity and drive inclusive cultural initiatives. Fundraising & Audience Engagement: Successfully raised over £500K for charitable causes while pioneering strategies that build and sustain audience communities. Creative Leadership: Experience in developing creative vision and strategy for organisations, producing imaginative marketing campaigns, and curating memorable events. Team Building & Production Management: Proven skills in headhunting, building high-performing creative teams, and managing end-to-end production processes. Visual & Verbal Storytelling: Directing video trailers, coordinating photoshoots, and delivering motivational talks that underscore the power of storytelling. Background & Education BA in English and Theatre Studies – University of Warwick MSc in Marketing Strategy and Innovation – Cass Business School Additional experience in Luxury Marketing from ESC Rennes Business School
Founder and Artistic Director of Into Opera. Into Opera is a not-for-profit, charitable organisation which exists to get more people into opera. By creating new associations around the art form and devising engaging, imaginative and relevant opera experiences, Into Opera hopes to develop new and long-lasting audiences for opera. We create unique opera experiences designed to offer imaginative and empowering first encounters of opera for new audiences. We produce professional opera productions, commission new operas and English language translations, develop bespoke educational projects, and provide creative CPD opportunities for teachers.
I supported Upswing with the launch of an Arts Council Strategic Touring project. This involved developing a sub-brand, new social media platforms, creative content and developing a marketing and audience development strategy. I worked with graphic designers to produce artwork and assisted with the creation of a new website. I also organised schools workshops and community engagement activities. This job required me to research and closely target marketing so as to develop new family and schools audiences including from areas of least arts engagement. I worked with the Audience Agency and an external evaluator throughout this process. I acted as an ambassador for the brand which has involved dealing with all press enquiries, organising events with our project partners and developing relationships with our stakeholders. In addition to this I managed all social media accounts, directed and arranged photo calls and edited and produced videos and documentaries with our videographer. In the summer of 2016, I led our marketing initiatives for our award winning show 'Bedtime Stories' at the Edinburgh Festival Fringe and at London Wonderground. During my time with Upswing I also worked with them on an artistic residency in a care home in London which was developed in collaboration with Magic Me. My role has been to manage all press and communications, to develop rich and shareable media, to create a documentary as a reflection on the project and to be the main point of contact for our VIPs at our public event which brought the project to a close.
Supported with the development and launch of the Grange Festival including working on the initiation of Dance at the Grange with Wayne McGregor. Assistant Director for 'Il Ritorno d'Ulisse in Patria' the production opening the inaugural season of The Grange Festival in Hampshire.