Caroline Griffin

Associate Consultant

Image of Caroline Griffin

Caroline Griffin is a specialist in audience development and organisational change and has specific expertise in arts marketing, developing diverse audiences, using new technologies and the relationship between artistic risk and audiences. Caroline has a strong track record in writing audience development and marketing plans, including at HLF Stage II and for capital projects and building re-openings.

She has on-the-ground experience in venue marketing, box office and developing and implementing audience development initiatives. She has run major projects, including A Night Less Ordinary – the Arts Council’s flagship project offering free theatre tickets to those aged under 26. Prior to this, she developed The Big Picture, a world-record breaking public engagement project and raised over £600,000 funding and sponsorship to support the programme.

She is also module leader and tutor for Marketing the Arts on the Theatre Studies course at Warwick University, an accredited coach and experienced mentor on ‘Extend’ a leadership programme for emerging leaders in museums. She is a CLP accredited coach, and trained in Consultancy and Change at Ashridge Business School.

Publications include Arts Centre Benchmark Report for The Audience Agency, Conviviality and the Joy of Making for The Shape of Things, This Way Up: A Flatpack Guide to Marketing the Arts for The AMA and a chapter on approaches to diverse audiences, in Navigating Difference.

Caroline is an Associate of The Audience Agency, and was previously Area Director for the Midlands. She has also worked for Cultivate, Audiences Central, sampad and mac, Birmingham, Theatre Royal Stratford East and The Junction, Cambridge.

t: @carolinegriffin