A look back at 2024

I think it’s safe to say that 2024 has been one of the most eclectic years for me since I started freelancing back in 2012!

Early in the year I took part in a panel discussion at the Heritage Compass Symposium for Cause 4 on How can we champion digital to ensure accessibility and reduce barriers to participation?

With my first book – Marketing Strategy for Museums – having been published in December 2023, the year started with some continued promotion around this. I’ve loved receiving feedback about it from as far away as the USA and India! To celebrate the six-month anniversary of the book’s publication I gave away two copies to early career marketers in the sector, something I plan to do more of in the future to pay it forward.

I spent six months as Interim Head of Youth Marketing at Art Fund, the national charity for art. I was responsible for the Teacher Art Pass and Student Art Pass products, both aimed at increasing and broadening access to art and encouraging the next generation of visitors to museums and galleries. I oversaw the delivery and growth of both membership schemes, including multi-channel marketing campaigns to drive acquisition and retention. I loved working for such a wonderful organisation as part of a team with brilliant colleagues.

Client work was varied and hugely enjoyable, with highlights including marketing strategy work for The Exhibitions Group; delivering workshops on evaluating marketing campaigns and segmentation for the Arts Marketing Association and on navigating audience development, creating an audience development plan and marketing planning for regional museum development organisations. Mentoring several organisations through AIM (the Association of Independent Museums) and South East Museum Development was also really fulfilling.

I completed my first full year as a School Governor at Ormiston Victory Academy and another year as a Trustee of Kids in Museums, with a standout opportunity to represent the charity alongside the Executive Director Alison Bowyer at the Royal Garden Party to celebrate the creative industries at Buckingham Palace. Might be hard to top that experience in 2025!