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.
MSc Economic & Social Sciences
Harvard Business Case Study Programme
Post-graduate MLitt History of Art
Arts Council England Cultural Leadership Programme
Clore Leadership Programme.
- Professional Memberships:
Fellow of the Royal Society of Arts; Museums Aotearoa; Auckland Museum Institute; Auckland Art Gallery.
– Museums Aotearoa conference 2017, Palmerston North, New Zealand: “Audiences change, we change – making Tate more inclusive”
– University of Westminster, MA Museums, Galleries and Contemporary Culture, London, UK, 2011-2016: “Understanding audiences and their experience”
– Towards Tomorrow’s Museum Course, Tate and King’s College London, UK, 2013: “Understanding Tate’s visitors”
– Inside Today’s Museum Course, Tate and King’s College MA in Cultural and Creative Industries, London 2013-2015: “The museum and its audience”
– Plus Tate Network meeting, Wakefield, UK, 2016: “Embracing audiences, embracing change”
– Tate training programme for the Ministry of Heritage and Culture of the Sultanate of Oman, London, 2015: “Understanding audiences”
– Communicating the Museum conference 2014, Sydney, Australia: “Are you ready for young audiences?”
– The Connected Audience conference, Berlin, Germany, 2014: “Let’s talk about the practice”
– Museum & Heritage Show, London, UK, 2013: “Evaluating a new dimension: Audience research for the Tanks at Tate Modern”
– Evaluating Evaluation Colloquium, King’s College, London, 2012: “Insights from Tate Britain collection displays visitor research”
– ACMC Platform for Cultural Marketing and Communication, Amsterdam, Netherlands, 2011: “Understanding audiences”
I am based in Auckland, New Zealand, and flexible to work with organisations nationally and internationally.
Unlocking insight – unlocking change – unlocking audiences
InsightUnlocked Limited (company number 6195468), trading as “InsightUnlocked”.