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13th June 2016 Laurie Kremer

Becky Loftus
Head of Audience Insight
Royal Shakespeare Company

Picture of Becky Loftus

Becky Loftus is the Head of Audience Insight at the Royal Shakespeare Company in Stratford-upon-Avon. This means she takes a lead on researching audiences, visitors, donors, staff and the general public as well as all things CRM and database analytics.

Becky has worked at the RSC for the past five years but brings with her experience from the commercial market research sector having worked with companies such as Coca-Cola, Johnson & Johnson and Danone as well as spending 10 years working as a consumer insight specialist at Jaguar Land Rover.

The main challenge in being a data person is communicating in a way people can understand, especially in an artistic environment and Becky is passionate about using her creativity to bring data to life and tell stories rather than just delivering numbers.