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AMA Board Elections 2019 – Candidates’ Manifestos

Ben Jeffries

Communications and Customer Services Director, Royal Lyceum Theatre Edinburgh

Image courtesy of Arts Marketing Association © Jamie Bowen

Proposer: Sarah Ogle, Liverpool Everyman and Playhouse

Seconder: Dr Jane Donald, Royal Scottish National Orchestra


I have been a member of the AMA Board since 2010, supporting our association through a period of great change and impressive growth in membership. I would like your vote so I can continue to support Cath and the extraordinary AMA team as we plan the next exciting phase of the AMA for all our members.  

I bring a wide range of experience to the role having worked in marketing and fundraising for theatres, concert halls, cinemas and galleries at venues and organisations across the UK from The Tricycle Theatre (now Kiln and National Theatre, to Perth Concert Hall and now The Lyceum Theatre in Scotland. I have been also been a director of an Audience Development Agency and Diversity officer for Arts Council England.  

I have volunteered on policy steering groups and projects including family friendly arts, data sharing and audience development agency initiatives and bring a range of governance experience from serving on various boards both in and outside the Arts, including a spell as Chair of Youth Theatre Arts, Scotland – the national development organisation for Youth Theatre in Scotland.   

All these experiences help me to bring a range of helpful perspectives to the Board.   

Why is the AMA important?

Our inboxes are full of people selling us a service or solution, we may buy from them, but we are a part of the AMA and that is something special. It is our own professional association, offering us support, curating the useful information we need, and finding interesting new perspectives to develop our thinking.  

The AMA helps us to improve our skills and develop supportive networks of colleagues but most importantly, it challenges us and our organisations to be better:  to innovate, experiment and be creative in our quest to engage with audiences.  

It’s the good angel on our shoulder! 

Emma Mottram

Head of Marketing, English National Opera

Image courtesy of Emma Mottram

Proposer: Florence Carr, English National Opera

Seconder: Benjamin Lalague, English National Ballet


When I started in arts marketing 12 years ago, I described it to friends as getting to share my passion for the arts with lots of other people. The art forms and audiences have varied (Warwick Arts Centre, Battersea Arts Centre, Southbank Centre) but that passion has never changed! During my 7 years at English National Opera, I’m proud that our audience development strategy is at the heart of everything we do and that we’re seeing the results with a newer, younger, and more diverse audience. 

Our roles demand that we not only meet our attendance, audience and fundraising targets, but that we do so in ever more creative and cost-efficient ways, in a world where competition for people’s time and attention has never been greater, and where our developing commercial income streams are of equal importance. 

The AMA is a great source of support and training and I relish the opportunity to be part of its ongoing evolution. I want to ensure it reflects the challenges of our roles and supports us all to prioritise insight-driven, actionable strategies that drive meaningful change and greater inclusivity across the arts, culture and heritage sector. 

Why is the AMA important?

I’ve benefited hugely from the AMA over the years. The range of training courses and webinars on offer have allowed me and my colleagues to constantly develop our skills and knowledge. The peer-to-peer support, networking opportunities at member meetings and conferences, and the mentorship scheme are all invaluable – there’s nothing more helpful than finding someone grappling with the same issue as you and being able to share ideas away from the office. The initiatives and programmes available for members are always increasing but it continues to offer incredible value for money, ensuring everyone can benefit. 

Mel Larsen

Consultant & Coach

Image courtesy of Mel Larsen © Andrea Sealey

Proposer: Helen Palmer, Palmer Squared

Seconder: Jo Taylor, Morris Hargreaves McIntyre


I’ve been an AMA member for decades and I’ve been fortunate enough to be an AMA Board member for two years to date, (and proud to say that 25 years ago I was at the meeting when the AMA was first formed!) 

I’ve been a key player in supporting the AMA in diversifying their Board, team and currently their membership. I’ve loved every minute of it and really want the opportunity to continue what we are successfully creating as a team.  

The skills, experience and expertise I bring to the Board include over 30 years of audience development and marketing, business planning and entrepreneurship. My work internationally also adds another useful dimension as the AMA extends its reach.  

Why is the AMA important?

I believe in being Vision-led and in helping individuals, teams and communities to make positive change on a significant scale. When I look at the AMA Vision and Mission they inspire me, this is what our sector needs and the AMA does this in a committed, caring, excellent way:  

AMA Vision A flourishing society where culture is a part of everyone’s life 

AMA Mission – The AMA supports the cultural sector to reach even more audiences. We do this with our community of members, influencing organisational change and inspiring individual development.  

Abby Corfan

Director of Marketing & Digital, City of Birmingham Symphony Orchestra

Image courtesy of Abby Corfan

Proposer: Jo Taylor, Morris Hargreaves McIntyre

Seconder: Alia Ullah, Manchester Museum


I’ve worked in arts marketing for over twelve yearswith early roles at an audience development agency to my current job leading the City of Birmingham Symphony Orchestra’s marketing team, via five years in contemporary dance marketing in between. I’ve always tried to be a champion for our sector, including using my platform when I won Birmingham Young Professional of the Year to engage the city’s corporate community with the value of arts and culture.  

I’ve been an active AMA member throughout my career attending training courses and conferences, as a West Midlands member rep, and now as a board member for one term since 2016. Im passionate about promoting the profession of arts marketing, and regularly give talks and mentoring for students and young people who are considering it as a career.  

It’s been an honour to be a board member, and Ive relished the opportunity to explore vital questions about inclusivity, relevance and impact with my brilliant board colleagues and the AMA team. I’d love the chance to continue for another term on the board, during what is going to be an exciting phase of development for the organisation. 

Why is the AMA important?

I am grateful to the AMA for providing me with multiple moments of  inspiration, practical training opportunities and chances to connect with brilliant, talented people. It’s more important than ever to be able to share our expertise and perspectives with each other as our organisations strive to be more relevant and inclusive to audiences. As arts marketers we are often on the frontline of this journey, and I believe that the AMA can lead and support us with these challenges; to stay on the cuttingedge, to reach the broadest diverse audiences, and ultimately to sustain the future of our sector.  

Members can vote using the code sent to them via email on 5 November 2019

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