Sabine Doolin – Director

I am an internationally experienced audience strategist, bringing skills and expertise in leading strategic audience thinking, embedding it in an organisation and translating it into cultural change.

I blend skills in commercial consumer understanding and organisational development, gained in a career at world leading branded consumer goods company Procter & Gamble, with a post-graduate MA in art history and my experience working for Tate, to bring audience focus to the heart of cultural organisations.


  • The first Audience Insight Manager for the Tate galleries in the UK: I led the audience research programme as well as the development of a new audience strategy for Tate. I expanded Tate’s audience understanding to make Tate more audience focused and inclusive, covering all four galleries – Tate Modern, the world’s most visited modern and contemporary art museum (with its new extension that opened in June 2016), Tate Britain, Tate Liverpool and Tate St Ives.
  • Committee member of the Visitor Studies Group, a members association that actively contributes to the development of the visitor studies profession in the UK and runs an annual conference.
  • I changed into the cultural sector after over 15 years at global branded consumer goods company Procter & Gamble: I held a range of marketing and customer business development positions across several countries and product categories including leading brand teams, supporting several internal reorganisations and delivering internal training programmes.
  • Education:
    MSc Economic & Social Sciences
    Harvard Business Case Study Programme
    Post-graduate MLitt History of Art
    Arts Council England Cultural Leadership Programme
    Clore Leadership Programme.

I am based in Auckland, New Zealand, and flexible to work with organisations nationally and internationally.

Unlocking insight – unlocking change – unlocking audiences