Areas of expertise:
- Audience engagement
- Research design
- Policy & cultural value research
- Arts marketing & audience development
Emma works closely with arts organisations and practitioners to more effectively engage with their audiences and communities. Emma is particularly interested in how notions of cultural value are articulated, communicated and enacted through both arts management and policy processes, and through the different methodologies that we choose in research and evaluation activities. They have expertise in research design, qualitative and participatory co-research as well as mixed-methods research studies.
Most recently Emma has worked with the Centre for Cultural Value and as part of the evaluation team for the National Theatre Partnerships project. They are Social Media Editor for the international interdisciplinary journal Cultural Trends, and Co-Chair of Red Ladder Theatre Company’s board of trustees. Emma lectures on university modules at undergraduate and postgraduate level in audience engagement and impact, arts marketing, and festivals/events management and is an active member of the Neurodiversity In/& Creative Research network.
Emma is currently working towards completing their PhD ‘From transaction to enaction: reframing theatre marketing’ at the University of Leeds. Prior to this they worked for 10 years in senior marketing and communications roles at theatre venues Harrogate Theatres and Square Chapel Arts Centre and at the consultancy Morris Hargreaves McIntyre, as well as in a series of freelance communications and producing roles. Emma has an MA in Arts Administration and Cultural Policy (Goldsmiths College, London), a BA in Drama & French Studies, and a lurcher.