Sabine Doolin – Director

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

I developed skills in consumer understanding, strategy, commercial management and organisational development during 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, where I brought more audience focus and inclusive thinking to Tate’s decision making and strategic direction. This included 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.

I founded InsightUnlocked when I relocated to New Zealand. I am based in Auckland and flexible to work with organisations in New Zealand, Australia, the wider region 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.

Coming up: Australian Museums and Galleries Association 2019 Conference: Workshop “Tear up the audience rule book” with Sally Manuireva and Barbara Afitu. Come and join us in May 2019!

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