Areas of expertise:
- Market research
- Data analysis
- Secondary audience data
As Director of The Audience Agency’s consultancy in the North, Oliver delivers bespoke marketing consultancy and research projects, using audience data to advise on marketing and strategic planning. He has previously worked in a variety of capacities within arts consultancy (for Audiences Yorkshire, &Co and as a freelancer), as well as in marketing roles for Sheffield Galleries and Museums.
For The Audience Agency, Oliver has worked with clients include Opera North, Northern Stage, Berwick Maltings, Queen’s Hall Hexham and Arts Council England (for research to inform their opera and ballet review), led on development of quantitative research for the Audience Finder benchmarking programme and facilitated benchmarking clusters in Newcastle, Yorkshire and nationally (for opera). He has delivered the Arts Marketing module at the University of Leeds and presents at Theatre UK’s Essential of Arts Marketing course.
With degrees in English Language and Literature (Oxford) and Cultural Policy and Management (Sheffield Hallam), his particular areas of specialism are audience research, segmentation, marketing strategy, opera and poetry.