Sabine Doolin – Founder and 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.

Audience focus is central to my practice (read my Manifesto for Audience Focus).

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 taking the plunge and giving up my business career to spend a joyful and mind-opening time completing a post-graduate MA in art history. I build on a deep understanding of consumer focus, strategy, commercial management and organisational development from a previous career at global branded consumer goods company Procter & Gamble and now finally apply this in the sector I love – arts and culture.

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 Aotearoa New Zealand. Based in Auckland, I am flexible to work with organisations in Aotearoa New Zealand, Australia and internationally.


Other things I’m involved in


Trust Board Member of the PumpHouse Theatre (take a look behind the scenes)
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

Certified Design Thinking Facilitator
Clore Cultural Leadership Programme: Leadership Intensive
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


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

Image: Leopold Museum by Alexander Kagan on Unsplash

Unlocking insight – unlocking strategy – unlocking audiences