Sabine Doolin – Director

An internationally experienced audience strategist, I bring skills and expertise in leading strategic, audience-focused thinking and activating it in an organisation.

My skills in consumer understanding, strategy, commercial management and organisational development result from a career at world leading branded consumer goods company Procter & Gamble. After a joyful and mind-opening time doing a post-graduate MA in art history, I transferred my skills to the cultural sector and worked for Tate. 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 (with its new extension that opened in June 2016), Tate Britain, Tate Liverpool and Tate St Ives.

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.


Clore Leadership Programme
Arts Council England Cultural Leadership Programme
MLitt History of Art (Post-graduate)
Harvard Business Case Study Programme
MSc Economic & Social Sciences

Other things I am involved in:

Trust Board Member of the PumpHouse Theatre
Committee member of the Visitor Studies Group (2013-2016)

Professional Memberships
Fellow of the Royal Society of Arts
Museums Aotearoa
Australian Museums and Galleries Association
Auckland Museum Institute
Auckland Art Gallery

Art-ificial intelligence
Facilitated contact between Auckland Art Gallery (AAG) and San Francisco Museum of Modern Art (SFMOMA) that led to a chatbot through Facebook Messenger giving online audiences a new way to explore AAG’s collection. In collaboration with Anna Leary, Objective Virtual Marketing.

Creative New Zealand Nui te kōrero conference: Workshop “Tear up the audience rule book” with Sally Manuireva

Australian Museums and Galleries Association (AMaGA) 2019 Conference: Workshop “Tear up the audience rule book” with Sally Manuireva

Auckland University – Art History, Museums & Cultural Heritage Seminar Series, 2018: Opportunities and challenges for developing audiences for 21st century museums.

Museums Aotearoa conference 2017, NZ: 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 London courses “Inside Today’s Museum” and “Towards Tomorrow’s Museum” 2013-2015: The museum and its audience. 

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

Unlocking insight – unlocking strategy – unlocking audiences