Helen’s background was originally in theatre, having worked in the marketing departments of the Library Theatre and the Royal Exchange Theatre in Manchester amongst others. Helen became a consultant in 1999, before creating Palmer Squared in 2005 with her twin brother Andrew, where she has consulted with a diverse range of cultural organisations, networks and partnerships across arts marketing, cultural tourism and audience development.
Helen has a particular track record of being part of the founding management teams for a number of major new projects, developing the strategic marketing functions and leading the delivery of the marketing and audience development plans, including Manchester International Festival, Asia Triennial Manchester, British Ceramics Biennal, Cultureshock (Commonwealth Games 2002) and The Lowry. From 2007-9 Helen also led Marketing Manchester’s Marketing Coordination Unit as the Director of Strategic Marketing. Helen is one of the Directors of Creative Tourist providing strategic advice and tactical support for cultural tourism initiatives across the country.