Sabine Doolin – Director

An internationally experienced strategist, I bring expertise in providing strategic, audience-focused thinking and activating it in an organisation for the benefit of both the organisation and its audience.

My experience in the cultural sector is based on leading on audience strategy and insight at Tate, where I brought more audience focus and inclusive thinking to the decision making and strategic direction of the four Tate galleries – Tate Modern, the world’s most visited modern and contemporary art museum, Tate Britain, Tate Liverpool and Tate St Ives. In this role I transferred my skills from business to the cultural sector after a joyful and mind-opening time completing a post-graduate MA in art history. I built on a deep understanding of consumer focus, strategy, commercial management and organisational development from a previous career at world leading branded consumer goods company Procter & Gamble.


With a strong belief in the value of arts and culture for society and with a curiosity for what diverse audiences think and how organisations work, I founded InsightUnlocked when I relocated to New Zealand. Based in Auckland, I am flexible to work with organisations in New Zealand, Australia and internationally.

Other things I’m involved in


Trust Board Member of the PumpHouse Theatre
Minute Secretary to the Board of the National Museum of the Royal New Zealand Navy
Committee member of the Visitor Studies Group UK (2013-16)

Education & professional development

Customer Xperience Collective
Design Thinking Fundamentals for Customer Experience
Clore Cultural Leadership Programme
Arts Council England Cultural Leadership Programme
MLitt History of Art and Art World Practice (Post-grad)
Harvard Business Case Study Programme
MSc Economic & Social Sciences

Talks & facilitated discussions

  • Council of Australasian Tourism and Hospitality Education, CAUTHE 2020 conference: Event Think Tank Workshop Audiencing
  • Creative New Zealand Nui te kōrero 2019: Tear up the audience rulebook (with Sally Manuireva)
  • Australian Museums and Galleries Association Conference 2019: Tear up the audience rulebook (with Sally Manuireva)
  • Auckland University, Art History, Museums & Cultural Heritage Seminar  2018: Opportunities and challenges for developing audiences for 21st century museums.
  • Museums Aotearoa conference 2017: Inviting in: Audiences change, we change.
  • Tate training programme for the Ministry of Heritage and Culture of the Sultanate of Oman, London 2015: Understanding audiences.
  • Communicating the Museum conference, Sydney 2014: Are you ready for young audiences?
  • The Connected Audience conference, Berlin 2014: Let’s talk about the practice. 
  • University of Westminster, MA Museums, Galleries and Contemporary Culture, London 2011-2016: Understanding audiences and their experience. 
  • Tate and King’s College courses “Inside Today’s Museum” and “Towards Tomorrow’s Museum”, London 2013-2015: The museum and its audience. 


I love art, dancing tango, walking along New Zealand’s beautiful coast line and discovering more about the cultures of the Pacific. And if I could time travel, I’d spend some time in Vienna around 1900.

Image: Leopold Museum by Alexander Kagan – Unsplash

Unlocking insight – unlocking strategy – unlocking audiences