Museums Norfolk-17

I’m a marketing and audience development consultant who specialises in working with museums, heritage sites and cultural venues and festivals.

I help cultural organisations understand, develop and carry out effective and targeted audience development and marketing in order to:

  • entice and engage existing and new visitors, audiences and users
  • identify and create meaningful and memorable audience experiences
  • support organisational resilience, growth and sustainability.

I do this by:

  • undertaking audience and non-user research and consultation
  • developing marketing and audience development strategies
  • delivering bespoke training and workshop facilitation
  • undertaking evaluation and research
  • running marketing and communications campaigns.

I’m a former Runner-up in the National Freelancer of the Year Awards run by IPSE (The Association of Independent Professionals and the Self-Employed), and a member of the Arts Marketing Association and Visitor Studies Group.

Museum Freelance Network

I’m a co-founder of the volunteer-run Museum Freelance Network, which is designed to support and champion freelancers and consultants working with museums, galleries, archives, libraries, and heritage sites. www.museumfreelance.org


“Christina was a delight to deal with from start to finish and she has been brilliant at scaling the scope of her work to suit our small charity. The marketing audit and strategy work she completed for us has been of great value to Jane Austen’s House at a pivotal time for the organisation. Christina’s insights and suggestions have fed directly into the development of a design and build brief for our new website and her marketing plan has provided the Museum’s marketing team with a clear direction of travel.”

Jen Harris, Marketing Manager, Jane Austen’s House

“It was a delight working with Christina. She successfully navigated and evaluated a complicated schools project which included the participation and feedback from more than ten project partners. Importantly for us her tenacity in contacting the school made sure they responded and their feedback was included in the final report! Her facilitation of the partner reflection workshop was transformative. It continues to be spoken about for its effectiveness in identifying the sticking points within the project and creating collaborative solutions.”

Laura Turnage, Programme Manager (Secondary Schools), the Museum of London

“Christina brought a really creative approach to the audience development and marketing communications work she has completed for American Library. Working to a short deadline initially she pulled together a really thorough engagement plan which identified our audiences for the first time in the almost 60 year history of the library. From the outset and throughout Christina understood the nuances of our organisation and the challenges and opportunities created by our governance structures as well as staff skill and capacity. She developed a great relationship with our professional team as well as our Trustees. Everything Christina created was on brand and on budget. She got to the core message of what we do and why we do it and packaged this for us in a way that connects with our diverse audiences in the UK and the USA. We look forward to continuing our relationship with Christina Lister into the future.”

Orla Kennelly, Trust Librarian, American Library

“Christina completed a marketing strategy for our Heritage Lottery Fund project and we were delighted with the resulting document. Christina has an extremely professional yet comfortable style and all aspects of her work were well organised, effectively communicated and delivered on time. Christina managed the task of consulting the various partners with ease and was able to accommodate an occasional lack of clarity on our part – helping us to think through the process. Our marketing strategy is a very thorough and well thought through document that has provided us with plenty of practical ideas and a clear way forward.”

Jo Cross, Community Services Officer, Malvern Hills District Council

“Having Christina work with us on 2016 project Still in the City was a breath of fresh air, she is clear, professional and inspiring. As an independent artist I am used to doing comms for my own work; having Christina on the team was like a weight being lifted and she was so able to fit into the creative vision.”

Hayley Matthews, Artistic Director, Ensemble Dance Co