About
I’m a marketing and audience development consultant, specialising in working with museums, heritage sites and cultural venues.
My ethos and approach
I work with organisations to identify and understand audiences (both in-person and virtually); entice, engage and connect with audiences; and thereby support organisational resilience, growth and sustainability.
I’m passionate about championing audiences, and passionate about the impact effective and meaningful marketing and audience development can have.
I want to make a difference for organisations and audiences, inspire lightbulb moments and progress.
I love the heritage and cultural sectors and want to help enable them to continue to play a pivotal role in our communities, society and economy.
I want to ensure culture and heritage reaches and connects with more people, and is relevant and compelling to them.
I have an insight-driven approach, basing decisions and strategies on research and data.
I’m a strategic thinker and always anchor marketing and audience development in the organisation’s overall goals, mission and vision.
I work collaboratively and constructively with clients, and can also challenge and act as a critical friend when needed.
Consultancy experience
I’ve been a freelance consultant for nine years and have the privilege to work with a diverse range of organisations across the UK including museums, Sector Support Organisations, libraries, archives, festivals, arts centres, theatres and a dance company.
I have a network of trusted collaborators I can recommend, including graphic designers, photographers, National Lottery Heritage Fund activity planners and mentors, interpretation consultants, learning consultants and archivists.
You’ll find some examples of organisations I’ve worked with below, with a more substantial list on the clients page and case studies on each of my services pages.
Client testimonials
“Christina has an extremely professional yet comfortable style and all aspects of her work were well organised, effectively communicated and delivered on time.”
Jo Cross, community service officer, Malvern Hills District Council
“I've found working with Christina a complete pleasure. […] The process of working together was smooth, with Christina always quick to respond and deliver.”
Lucy Jamieson, head of programme, Arts Marketing Association
My values
Curiosity
Authenticity
Integrity
Collaboration
Passion
Commitment
In-house and agency experience
As communications manager, I was part of the senior management team at Norwich Heritage Economic and Regeneration Trust (HEART). This diverse role involved developing and implementing marketing and communication strategies for HEART and its suite of brands (Colman’s Mustard Shop & Museum; the Norwich 12 collection of heritage buildings; SHAPING 24 with the Belgian city of Ghent; Norwich’s Heritage Open Days; and the inaugural Norwich Dragon Festival).
I spent several years at award-winning PR agency Tribe, creating and delivering PR strategies for clients, predominantly in the leisure sector (e.g. Empire Cinemas, the Lavender House restaurant) and public sector (e.g. Sport England, the Learning and Skills Council, the East of England Development Agency).
I’ve also worked in international marketing at Beiersdorf in Germany, on new product launches and a Europe-wide re-brand for a global skincare brand.
Employer reference
“She transformed the organisation’s communications activity and, to a large degree therefore, how it is perceived by the rest of the world. […] Her organisational skills were exceptional, her work rate phenomenal, her flair and imagination impressive and her team working skills exemplary. She proved to be an inspired selection and an inspirational member of the organisation, transforming a significant part of its work. […] She is a very impressive individual, destined for great things. Any organisation that chooses to work with her will benefit enormously.”
Michael Loveday, chief executive officer, Norwich Heritage Economic and Regeneration Trust
Qualifications
I have a first-class degree in Management Studies with German, specialising in Marketing; a MA in Contemporary European Studies with Distinction; and a Diploma in Public Relations from the Chartered Institute of Public Relations.
Awards
My work has won a variety of awards including:
Freelance Ambassador of the Year Finalist 2019 for Museum Freelance (run by IPSE)
National Freelancer of the Year Runner-up 2015 (run by IPSE)
Education, Training and Awareness-Raising Winner, European Union Prize for Cultural Heritage / Europa Nostra Awards 2014, for the SHAPING 24 Project I was communications manager for
Winner, Best Marketing Initiative, EDP Tourism Awards 2009 for Norwich Dragon Festival campaign
Winner of Young Communicator of the Year and Low Budget Campaign at the PRide Awards – Chartered Institute of Public Relations East Anglia 2006/7.
Museum Freelance
Between 2015 and 2021 I also co-ran Museum Freelance, first alongside Laura Crossley and then fellow consultant Marge Ainsley. We supported and championed freelancers and consultants working with museums, galleries, heritage sites, archives and libraries in the UK.
Museum Freelance provided a platform and opportunities for freelancers to collaborate, learn and flourish.
We facilitated online and in-person networking and sharing within a community of over 2,000 freelancers; ran sold-out training courses and three conferences; and undertook lobbying and advocacy work, with our Covid research even getting a mention in the House of Lords!
Find out how we can
work together
I offer a range of services, tailored to support organisations with
different needs, capacities and budgets.