IN-HOUSE LEADERSHIP

Head of Marketing

 

I worked at Tate for 7 years, at a time of major transformation and expansion. 

Key projects included:

  • creating a marketing team (alongside the press office)

  • highly successful launch campaigns for Tate Modern and Tate Britain

  • record visitor numbers for the four Tate galleries in London, Liverpool and St Ives

  • developing a new brand identity, with Wolff Olins

  • creating the award-winning website, with Nykris

  • establishing a cross-site box office and CRM operation

  • promoting a dynamic programme of historical, modern and contemporary exhibitions, including the annual Turner Prize

  • leading additional cross-oganisation projects in an 'Acting Up' role

Marketing Manager

 

My first role in the cultural sector, I worked at the National Theatre for 4 years.

 

I was responsible for designing and delivering campaigns for a diverse repertoire across three auditoria, reaching large and diverse audiences.

I worked closely with in-house and external designers and illustrators to commission marketing concepts, undertook graphic design, and led on copywriting and print production. This included creating and editing the theatre's education newspaper StageWrite.

---------------------------------------

Before joining the cultural sector, I began my career with an excellent commercial training in marketing and business planning at Rank Hovis McDougall. I worked on national grocery brands, alongside colleagues in manufacturing, distribution, finance and sales.

Head of Communications

 

I worked at the Natural History Museum for 3 years, where I was responsible for three teams: Marketing, Media Relations and Science Communications. 

Key projects included:

  • attracting record visitor numbers

  • achieving record media coverage 

  • launching the first Darwin Centre

  • developing a new brand strategy

  • leading an extensive internal communications programme

  • increasing public engagement with behind-the-scenes science

  • issues management, handling sensitive topics

  • chairing a multi-museum taskforce campaigning for free admission

Director of External Relations

 

I worked at National Museums Scotland for 12 years, where I was responsible for four teams: Marketing Communications, Digital Media, Development (fundraising) and National & International Partnerships.

 

As a member of the senior executive team I also guided strategy and culture change. 

 

I worked across all five sites: the National Museum of Scotland in Edinburgh, the National War Museum at Edinburgh Castle, the National Museum of Flight in East Lothian, the National Museum of Rural Life south of Glasgow, and the National Museums Collection Centre.

 

Key projects included:

  • a transformational series of capital projects at three sites

  • raising over £80million in charitable and private donations

  • doubling visitor numbers

  • developing a new organisational vision

  • a comprehensive re-branding programme

  • developing strategies for national and international working

  • developing a multi-channel digital strategy

  • restructuring and expanding membership, patrons and corporate partnerships

  • co-editing the 150th anniversary publication: Scotland to the World

 
 
 
 

Strategy | Coaching Facilitation

Contact

Follow

  • Catherine Holden Twitter
  • Catherine Holden LinkedIn

Edinburgh, United Kingdom

© 2020 Catherine Holden Consulting. Site built with Wix.com