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AMA conference 2012 speakers


A wide range of experienced and passionate trainers and speakers will be appearing at this year's AMA conference. Find them below (appearing alphabetically) or download all speaker biographies

Sarah Boiling - Deputy Chief Executive, Audiences London Plus
Sarah started out in arts marketing in the Tyneside Cinema box office. Her career since then has included marketing positions at some of England’s most successful and innovative cultural organisations including Broadway Media Centre, bfi, Tate and the Barbican, as well as freelance work with clients such as Arts Council England, Business Design Centre and Hall for Cornwall.
Currently she is Deputy Chief Executive at Audiences London Plus, the audience development agency for London and the South of England (which is in the process of merging with All About Audiences to create an England-wide agency). Her responsibilities include leading the organisational development of the company; individual client work; and designing and delivering many of AL's large-scale audience development projects.
Sarah is an experienced trainer and speaker, and regularly presents at conferences and events and recent international work includes audience development workshops in Poland, Egypt, Norway and Georgia. She is also an accredited Action Learning Facilitator.

Claire Doherty - Director, Situations @SituationsUK 
Claire Doherty is the founder Director of Situations, an art commissioning and publishing organisation based in Bristol – the producers of Nowhereisland, one of the primary public art projects of the Cultural Olympiad in the South West.
Over the past ten years, Situations has been responsible for artworks which open up new and surprising encounters in the public realm. Claire has worked with a range of artists of international repute with a particular emphasis on new forms of engagement and research. Situations is currently pioneering a new programme of work in Oslo, Norway, along with new works for Bristol by writer Tony White and artist Anna Barriball.
Claire has written and lectured extensively on contemporary art commissioning. Her books include Contemporary Art: From Studio to Situation (Black Dog Publishing, 2004); Situation (Whitechapel/MIT Press, 2009), Locating the Producers: Durational Approaches to Public Art (2010) and the forthcoming Out There: The new public art producers (2012). She advised the Olympic Park Public Realm Advisory Committee and in 2009, was awarded a Paul Hamlyn Breakthrough Award as an outstanding cultural entrepreneur. www.situations.org.uk / @SituationsUK www.nowhereisland.org / @nowhere_island

Ron Evans - Principal, Groupofminds.com -- arts technology planning and audience engagement
Ron Evans is a consumer psychologist and principal consultant at Group of Minds Arts Marketing + Technology Consultants in San Jose, CA, USA. He is a leading developer and researcher at the intersection of culture and technology. His primary area of interest is in exploring emerging technologies and their impact on consumer psychology/arts patron decision making, including social influence of donation and ticket purchasing behavior. He is an affiliate member of both the American Psychological Association and the Society for Consumer Psychology, and is a frequent speaker at arts-focused conferences, including the National Arts Marketing Project (NAMP), the Association for Performing Arts Service Organizations (APASO), and the National Guild for Community Arts Education.
Alex Fleetwood - Founder and Director, Hide&Seek @ammonite
Alex Fleetwood founded Hide&Seek in 2007 and has had a hand in all its projects since then. As well as Hide&Seek, Alex has produced projects including The Eternity Man, a film opera for Channel 4 / ABC Australia. The film reached a global audience of half a million people and recently won the Rose d'Or, one of the most prestigious awards in television. Alex sits on the London advisory panel for Artists Taking the Lead, the main commissioning programme for the 2012 Cultural Olympiad, and recently won the British Council UK Young Performing Arts Entrepreneur of the Year Award.

Ryan French - Director, Marketing and Public Relations, Walker Art Center @walkerartcenter
Ryan French is Director of Marketing and Public Relations at the Walker Art Center overseeing the advertising, communications, media relations, and audience research strategies. Prior to joining the Walker, French held a number of positions at the Carlson School of Management at the University of Minnesota including Director of Corporate Relations and Director of Alumni and Board Relations. He has directed marketing efforts for the Saint Paul Chamber Orchestra and a number of Twin Cities nonprofits. He holds an MBA with an emphasis in marketing and nonprofit management from the University of Minnesota and a BA from St. Olaf College.

Jon Gilchrist - Marketing Director, The Lowry 
Jon has been Marketing Director of The Lowry since October 2011, overseeing marketing, ticketing and public relations for a venue with a diverse theatres, galleries and participation programme. He joined The Lowry having worked as Head of Communications for the Octagon Theatre Bolton for two years, where he devised new print, digital, pricing and research strategies. Prior to this he worked in the marketing department at Theatre by the Lake in Keswick and as Marketing Manager of The Dukes – a combined arts venue in Lancaster with theatres, film, visual arts and participation programmes.
Jon studied Drama and Theology at the University of Hull, graduating in 2003. He is a member of the board of North West Playwrights, the regional new writing development agency, and has produced new writing projects with Shared Property Theatre Company.

Claire Heafford - Founder and Director, The Papered Parlour @PaperedParlour
Claire Heafford is the Co-Founder and Director of London based artist studios, The Papered Parlour. As a cultural entrepreneur she spends much of her time researching and testing new business models in the arts, and is particularly interested in the relationship between branding, programming and audience development. As well as running the Clapham-based studios, she has also worked as a freelance creative programmer and communications specialist for the Crafts Council, V&A Museum of Childhood and V&A, and was formerly the Press and Marketing Manager at Pump House Gallery and Marketing and Communications Officer at Battersea Arts Centre. She studied BA Fine Art Sculpture at Chelsea College of Art and Design and MA Cultural Theory at Goldsmiths College, University of London.

Cath Hume, Consultant @CathHume
Cath is a consultant and has been the independent evaluator for Museums at Night since 2010. Taking place in May each year, Museums at Night is a UK-wide initiative managed by Culture24 that encourages arts and heritage venues to open late and try something different in order to attract new and increased visitors.
Since 2009 Cath has been a visiting lecturer at the University of Surrey teaching Cultural Policy and Arts Administration building on over 10 years of experience training arts professionals and artists. Since 2007 Cath has worked with organisations including DCMS, MLA and Arts Council England contributing to the evaluation of the latter’s audience development project A Night Less Ordinary. Cath works across the cultural sector and has written audience development strategies for heritage and environment organisations such as Natural England, Surrey County Council and Suffolk Coast & Heaths AONB. Prior to working freelance Cath was the Director of Smart Audiences, an audience development agency based in the South East. During this time she was a Board Member of Network (Audiences UK) and contributed to the AMA’s Dazzled by Data training programme.

Jessie Hunt - Marketing Manager, British Museum @jessiehunt
Jessie Hunt is Marketing Manager at the British Museum – the UK's number one visitor attraction. She has managed a number of major campaigns, including the blockbuster exhibition Grayson Perry: The Tomb of the Unknown Craftsman which has been shortlisted for Best Marketing Campaign at the Museums and Heritage Awards.
Jessie is passionate about engaging new audiences and champions innovative approaches to digital marketing. A recent success was her online teddy bear competition, part of the Grayson Perry campaign, which targeted early adopters and went viral on social media, generating national press.
Jessie has worked in communications at a range of independent and national arts organisations, including the Garden Museum, Horniman Museum, National Maritime Museum and Imperial War Museum. She holds a BA in Anthropology and Communications, has a CIM Professional Diploma in Marketing and is currently studying for the IDDM Diploma in Digital Marketing.

Matthew Lawton - Communications Director, National Theatre Wales  @Matt_ntw
Matthew Lawton cut his teeth working as a freelance consultant for a wide range of music and arts festivals across the UK and Europe. Described as a social entrepreneur he has always been enthusiastic about changing the way people access culture as part of the somethingcreatives.com he developed a wide range of projects including the world's only inflatable church. As Communications Director for National Theatre Wales Matt has become known for creating unique and innovative campaigns that work in tandem with the narrative of the productions interweaving stories across multiple online channels that engage new audiences highlights include the ground breaking 72hr event The Passion in Port Talbot and recently the Hyper Connected Theatre production The Radicalisation Of Bradley Manning. Matthew Has a BA Honours from the International film School of Wales (2002) and in 2008 completed a Post Graduate Diploma in Arts Management at the Royal Welsh College of Music and Drama.

Su Matthewman - Communications Director, West Yorkshire Playhouse
Born and brought up in South Yorkshire, Su has a BA in English Language and Literature. When she left university Su knew that she wanted to work in the arts and with people. Her route into the arts was through working in the print industry in London. Using her knowledge of print, Su’s first job in the arts was as Publicity Officer at York Theatre Royal back in 1988. Following that she moved to Birmingham in 1990 to join Birmingham Royal Ballet as Marketing Officer and then Marketing Manager and managed to stay there for an incredibly enjoyable 10 years. Hankering for a change she decided to give the heritage sector a try and moved to the National Railway Museum in York as Head of Marketing in 2000. She was here for just over six years and managed to fit in having two children during this time. More recently, Su moved to West Yorkshire Playhouse in 2006 as Communications Director and is still there.  
Kate McGrath – Co-director, Fuel @fueltheatre
Kate McGrath co-founded Fuel in 2004 with Louise Blackwell to produce fresh work for adventurous people by inspiring artists. Fuel is a producing organisation working in partnership with some of the most exciting artists in the UK to develop, create and present new work for all. Fuel produces new live performance with artists who are pioneering and collaborative, brave and subtle, unique and communicative, working to reach and have meaningful impact on large and diverse audiences across the UK and internationally, and operating an innovative working model with creative and organisational collaboration at its heart.
Kate was awarded a Stage One Producer’s Bursary in 2005, and the Theatre Fellowship on the Clore Leadership Programme in 2008. Kate was a 2009 British Council UK Performing Arts Entrepreneur and was nominated as one of the top 50 'Women to Watch'. Prior to co-founding Fuel she worked as a Producer at Battersea Arts Centre from 2002-2004, and at the Scotsman from 2001-2002. She studied English and French at Oxford from 1997-2001. Kate is a trustee of the JMK Trust. www.fueltheatre.com.
 Andy McKim - Artistic Director, Theatre Passe Muraille, Canada @andymckim 
Andy McKim spends his professional life developing, dramaturging and directing new Canadian plays and since 2007 has been the Artistic Director of Theatre Passe Muraille, Canada’s oldest theatre for developing new work. Andy has been awarded and nominated for a great number of awards and has directed more than 50 different productions, mostly world premieres. Most outstanding is 2 PIANOS, 4 HANDS which has toured world-wide. Andy has directed over 30 intensive, new-play workshops and worked as a dramaturge with over 120 different writers. He sat on the Toronto Theatre Alliance board (TTA) from 1993-1997 serving as the TTA President from 1997-1999. He sat on the Professional Association of Canadian Theatres (PACT) board from 1993-2002 serving as the PACT President from 2002-2005.
James McVeigh - Head of Marketing and Innovation, Festivals Edinburgh
James McVeigh joined Festivals Edinburgh as its first Head of Marketing and Innovation following senior management roles with a number of organisations including Arts Council England, Salisbury International Festival and the Royal Liverpool Philharmonic Society. Festivals Edinburgh is the high-level organisation created by the Directors of Edinburgh’s 12 major festivals to lead on their joint strategic development and maintain their global competitive edge – which already sees them host over 20,000 international artists, more than 2000 accredited media and audiences of 4m+ while generating £260 million for the Scottish economy.

Luke Murphy
Luke has worked with organisations including the Sydney Opera House, Society of London Theatre, O2, Financial Times, Evernote and Microsoft, helping with digital strategy, digital PR and marketing, and community building and management. In his spare time, Luke co-runs Twespians, a London based theatre networking event, writes on too many blogs, runs clubnights, plays in a band and occasionally hunts ghosts. He also occasionally sleeps.

Jodi Myers - Independent Consultant jodimyers.co.uk
Jodi Myers has many years’ experience working across the arts. Having managed and programmed successful and innovative mixed programme multiple space venues, since March 2005 she has worked as a consultant with a wide variety of arts organisations, both not-for-profit and commercial.
Previously Jodi was Director of Performing Arts at the South Bank Centre and prior to that she was Director of Warwick Arts Centre, Coventry – the largest arts centre in the UK outside London. She was also Deputy Director of Touring for the Arts Council of Great Britain, with responsibility for drama, having joined as Marketing Officer/Touring.
Jodi regularly mentors and coaches individual managers, producers and artists, and occasionally acts as a consultant executive theatre producer. Currently she is independent chair of the National Dance Network, a trustee of both Propeller and Graeae Theatre Companies and a governor of The Central School of Speech and Drama.
Having given keynote addresses at AMA conferences in 1997 and 1999, Jodi is delighted to be coming to Brighton. www.jodimyers.co.uk

Nicole Newman - Development Director, English National Opera
Nicole Newman has been Development Director of English National Opera since October 2009. Prior to ENO she was Development Director at Somerset House Trust where she set up a new Development Department. She was also Head of Corporate Partnerships at the Victoria and Albert Museum for six years where she launched a number of groundbreaking partnerships with brands like HSBC, PlayStation, Habitat and TopShop. From 1999 to 2003 she worked at Tate and was part of the team that launched Tate Modern securing several major sponsors like Unilever, Morgan Stanley and BT. Nicole regularly teaches and participates in conferences on brand partnerships and corporate sponsorship for the arts, internationally.
Ed Newsome - Head of Marketing, Welsh National Opera
Ed Newsome has worked in the Arts for over a decade. He began his career at his beloved home theatre, the Sunderland Empire as a Marketing Assistant. In 2003 he moved to Wales to generate and develop audiences for his beloved art form, opera. Ed Newsome has been Head of Marketing at Welsh National Opera since 2008. During this time Ed implemented the learning from the first attitudinal segmentation of its kind in the UK and has developed pricing models designed to encourage audiences to attend more frequently and consume a broader diet of opera.

Stuart Nicolle - Managing Director and Founder, Purple Seven
Stuart is the Managing Director and founder of Purple Seven, a UK based tickets analysis software firm that offers the award-winning Vital Statistics marketing analysis and communications system, which is currently used by over 500 organisations across the UK, Scandinavia, Australia and New Zealand. A graduate from the University of Huddersfield with a BA Hons in music, Stuart went on to study for an MA in Arts Administration at Anglia Polytechnic and has spent 15 years working with cultural organisations, helping them maximise the value and effectiveness of their customer data. An experienced researcher, lecturer and leading data analyst, Stuart is a regular guest speaker at conferences and consortium meetings across the world.

William Norris - Communications Director, Orchestra of the Age of Enlightenment @will_norris / @theoae
After gaining an MA in European Cultural Policy and Administration at the University of Warwick in 2000 William worked at the London Philharmonic Orchestra, in various marketing roles from 2001-2005. Whilst at the LPO he launched the Orchestra’s successful student scheme, NOISE. Since joining the Orchestra of the Age of Enlightenment, where he is currently Communications Director, he has been closely involved with the launch, delivery and expansion of The Night Shift, the OAE’s own student scheme, Attitude, and the OAE’s innovative themed weeks at its Headquarters, Kings Place. He is currently working on the development of the OAE’s new concert series The Works, the first event of which took place in October 2011.
William is a member of Spitalfields Music’s Programme Advisory Group, co-chairs the Association of British Orchestras Marketing Manager meetings and has given presentations for the Association of British Orchestras, Association of French Orchestras, Audiences London, Royal Holloway University and British Council, as well as contributing to debates at the Guildhall School of Music and Drama and for Young People in the Arts, and writing for Gig and It’s all in the delivery magazines.
Sarah Ogle -Communications and Sales Director, Liverpool Everyman and Playhouse @tallgirlonabike
Sarah has a passion for theatre and sharing that with others and has been privileged enough to enjoy the opportunity to do so throughout her career; previously working at Manchester Royal Exchange, Blackpool Grand and Birmingham Rep. Ten years ago she returned to her home city of Liverpool where she has helped re-build the two theatres’ audiences and reputation, successfully celebrating the city’s year as European Capital of Culture in 2008 and now working on a major capital project, which will see the new Everyman open in late 2013. Sarah is a guest lecturer at Liverpool Institute of Performing Arts (LIPA) and in 2011 was a resident tutor for the TMA’s Essentials of Marketing Course at Druidstone. She has also spoken at a variety of AMA, TMA and Arts Council England events on subjects ranging from Ambassador Projects to Design and Print, Best Practice in Arts Marketing and Collaboration to Cultural Leadership. Sarah is currently on the board of the AMA and of Tmesis Theatre Company

Jake Orr - Freelance Digital Native, Editor, Blogger and Marketer @jakeyoh
Jake Orr is a Freelance Digital Native, Editor, Blogger and Marketer. In 2009 he set up AYoungerTheatre.com, dedicated to young people having a voice within the arts. AYT has over 70 young writers under 26, is part of The Guardian Culture Professionals Network, and was named About.com’s best Theater Blog of 2011. Jake regularly comments on the use of social media within the arts with previous articles featuring on The Guardian website.
As well as writing on the arts, Jake has contributed to digital projects with The British Council, Royal Opera House and Oval House Theatre on engaging audiences through projects and performances by documenting rehearsal processes and presenting them online and through social media. Jake also live blogs events and has previously contributed to the State of the Arts Conference 2012 by Arts Council England, Old Vic New Voice’s 24 Hour Plays at the Old Vic Theatre and Edgelands at the Edinburgh Festival. Jake is passionate about the arts and the use of digital technologies and is keen to explore the relationship between online audiences and theatre making. You can read articles by Jake through AYoungerTheatre.com

Dame Fiona Reynolds - Director-General for the National Trust
Fiona has been Director-General of the National Trust for England, Wales and Northern Ireland since January 2001. On her arrival, Fiona led the Trust successfully through a period of significant change, including a major staff restructuring, relocation of the Trust’s central staff to a new, ‘green’ office in Swindon, a strategic financial review, and a major overhaul of the charity’s governance, described by the Charity Commission as exemplary. She developed an exciting new strategy focusing on engaging the Trust’s millions of supporters more deeply through exemplary conservation and environmental performance and is now leading a further change programme designed to localise the organisation, bringing properties to life and delegating more decisions to property managers.
Using accessible subjects such as food, nature, energy and gardening, the Trust is showing how looking after beautiful places for ever, for everyone demonstrates the benefits of more sustainable lifestyles. For the last two years the Trust has run social marketing campaigns to inspire and enable consumers to grow and eat more seasonal fruit and vegetables, working with businesses and NGOs.
Fiona has a first class honours degree in Geography/Land Economy and an examined Masters in Land Economy from Cambridge University. Before the Trust, Fiona spent 18 years in the voluntary conservation movement (as chief executive of the Council for National Parks and CPRE) and a short spell in the Cabinet Office as Director of the Women’s Unit from 1998-2000. Fiona became a CBE in 1998 for services to the countryside and environment, and a DBE in 2008 for services to Heritage.

Debbie Richards - Co-Founder and Director, Baker Richards
Debbie Richards co-founded Baker Richards, a leading international arts consultancy firm, in 2003. The company makes its UK home in Cambridge, with a team of expert consultants, researchers and analysts, and in 2008 launched The Pricing Institute to offer its expertise in North America. Recent innovations include the Revenue Management Application which is the sector’s first dynamic pricing analysis and decision support tool, and IntrinsicImpact.org, in partnership with WolfBrown.
Debbie’s work includes consultative and feasibility studies, marketing strategies and primary research, while her principal focus is helping arts organisations to realise their financial potential. Her extensive experience covers work in the UK, US and Australasia, with recent Nordic clients including the Royal Danish Theatre, Royal Swedish Opera and Royal Swedish Philharmonic Orchestra. Debbie previously worked as a theatre producer, overseeing a tenfold increase in audiences at Creation Theatre Company, and was Marketing Manager of an arts centre. She regularly delivers lectures and training and was previously a Board member of the AMA.

Hetan Shah - Executive Director, Royal Statistical Society @HetanShah
Hetan Shah is Executive Director of the Royal Statistical Society. Prior to this he has worked at a senior level in a number of think tanks, and was Chief Executive of the charity Think Global. His work has primarily been concerned with how to create a more just and sustainable world. Hetan has written widely on public policy issues and his co-authored publications include Behavioural Economics: seven principles for policymakers and A Well-being Manifesto. Hetan is a non-executive director of the Equality Trust, a research organisation investigating the effects of inequality on society. He is also an advisor to the government’s environment department and is an Honorary Vice President of the Geographical Association.

Mike SaundersVP Business Development and Strategic Partnerships,  Artfinder
Mike has been a leading expert in digital media for 15 years – having worked across broadcast, education, culture and commercial sectors. He has recently taken up a new position at Artfinder to lead business development and strategic partnerships. Previously, he spent five years as Director of Digital Media at Kew Gardens, where he wrote and implemented their digital strategy and delivered a suite of products to promote, connect and sell Kew’s Work. Mike is also a board member of international charity ActionAid’s Digital Advisory Board, a member of the Speaker’s Advisory Council on Public Engagement at Parliament, and visiting lecturer at Middlesex University.

Jo Taylor, Consultant, Morris Hargreaves McIntyre @JoeyTaylor
Jo is one of the most innovative marketers in the country and a popular consultant, speaker and trainer. Following 18 years’ applied experience in a number of arts organisations, she joined Morris Hargreaves McIntyre, where she shares their philosophy of the vision-led, audience-focused organisation.
This ethos guided her in developing pioneering practices in interdisciplinary team working as Head of Marketing and Communications at Wales Millennium Centre, with tangible benefits (maximizing revenue, developing brand loyalty, increasing and sustaining audiences). Jo also led the organisation through a strategic audience segmentation review, overseeing implementation of business-wide change in response to deep attitudinal audience insight gained.
Jo was Head of Marketing at Welsh National Opera for five years, winning awards for innovation and creativity from the Institute of Direct Marketing. Previously held marketing posts included St George’s Bristol, Bath Festivals Trust, National Youth Music Theatre and The Custard Factory.
Jo has a track record of inventive practice, engaging visitors, and encouraging risk-taking through engagement with artists and programmers. Her strength lies in balancing clear, strategic thinking with first-hand practical experience, offering pragmatic support and confidence to those seeking to exploit the benefits of an audience-centric, insight-led approach. Jo is Chair of the Arts Marketing Association.

Roger Tomlinson - Consultant, The Ticketing Institute @BrandinyourHand
Roger is an independent management and marketing consultant, working in the arts and entertainment sector internationally.  Regarded as one of the world’s leading experts on integrated solutions and developing on-line technologies for ticketing and marketing, he is a keynote speaker at conferences in Europe, North America, Australia and New Zealand.  He is particularly interested in the way digital technologies are changing the ways people can relate to arts organisations and how they can develop audiences.  He produces www.TheTicketingInstitute.com  the information website and, following on from work with the AMA he produces his blog website www.brandinyourhand.ning.com.  On Twitter he is @BrandinyourHand.

Books include Full House; turning data into audiences, Aforo Completo (in Spanish), Boxing Clever, Developing and managing a website. Plus the Box Office Marketing Guides, JobWatch (about equal opportunities recruitment), and the Data Protection Guide, both published by the AMA. 
He has completed major studies on the integration of ticketing across arts and entertainment organisations and project managed portal websites such as Manchester’s www.goseethis.com .  He regularly manages the procurement process for customer-facing technologies.  He works with arts organisations on the development of effective websites and on optimising websites and transaction process flows to improve online sales and audience development.  

Erica Whyman - Chief Executive, Northern Stage
Erica has been Chief Executive of Northern Stage in Newcastle Upon Tyne since 2005. She is a theatre director with 18 years' experience who has directed around the country including for the National Theatre, English Touring Theatre, Oxford Playhouse, Streetwise Opera and Sheffield Crucible.  Most recently she directed Who’s Afraid of Virginia Woolf at Northern Stage and Sheffield Theatres and was nominated for Best Director at the 2011 TMA awards. She was previously Artistic Director of the Gate Theatre in Notting Hill and of Southwark Playhouse and was one of the first fellows of the Clore Leadership Programme. Northern Stage is the North East’s largest producing theatre, with three flexible stages and a diverse programme both of performances and opportunities to make and discover theatre including regular national tours.  Erica has overseen the completion of their capital redevelopment, enacted major cultural change, a new repertoire and attracted local and national acclaim for the company’s work.  This year Northern Stage will run a new venue in Edinburgh at St Stephen’s Church. Erica is a core participant in Newcastle Gateshead Cultural Venues, a group of the 10 principal cultural buildings on Tyneside who work together to share services and good practice as well as looking for creative ways to grow their audiences. She is the champion for their public engagement activity, leading action research and ambitious joint initiatives with the communications and marketing managers from across the 10 venues.


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