Sabine Doolin – Director
An internationally experienced audience strategist, I bring skills and expertise in providing 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. Leading on audience strategy and insight, 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.
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.
Education & professional development
Design Thinking Fundamentals for Customer Experience
Clore 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
Other things I am involved in:
Fellow of the Royal Society of Arts
Australian Museums and Galleries Association
Auckland Museum Institute
Auckland Art Gallery
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.
Talks & workshops
Creative New Zealand Nui te kōrero 2019: Workshop “Tear up the audience rule book” with Sally Manuireva
Australian Museums and Galleries Association Conference 2019: Workshop “Tear up the audience rule book” 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 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