Anna Abbott Email & Phone Number

London, England, United Kingdom

Led Tate’s audiences strategy, business planning and end-to-end customer experience, bringing together Tate’s visitor-facing departments across the four Tate Galleries and on digital platforms: Audience Insight, Marketing, Membership, Design, Sales and E-Commerce, Visitor Communications, Visitor Experience and Safety and Security. Worked to broaden and diversify audiences, position the brand, and drive income, attracting and welcoming approx. 8M people annually across Tate’s galleries… Show more Led Tate’s audiences strategy, business planning and end-to-end customer experience, bringing together Tate’s visitor-facing departments across the four Tate Galleries and on digital platforms: Audience Insight, Marketing, Membership, Design, Sales and E-Commerce, Visitor Communications, Visitor Experience and Safety and Security. Worked to broaden and diversify audiences, position the brand, and drive income, attracting and welcoming approx. 8M people annually across Tate’s galleries, exhibitions and events, cafes and onsite retail, in addition to engaging audiences across our digital channels. Led a team of c.400 fantastic multidisciplinary colleagues in addition to our 400 volunteers. We worked to put a customer-centred, data-driven approach to driving strategy, and executing holistic customer experience with creativity. I was proud to be part of the team which delivered Tate's best ever overall visitor numbers and exhibition sales performance; grew Tate Membership to be the largest museum or gallery membership scheme in the world and Tate’s second largest single income stream after DCMS funding; launched Tate Collective, the largest young people’s arts membership scheme in the world; grew our social media reach to over 11M and engagement levels to the highest ever; strengthened our front of house customer service, engagement and holistic experience; and developed our brand strategy and values, putting audiences at the heart of our strategy. I was most proud of how the team pivoted, learned, innovated and adapted since the Covid-19 crisis - finding new ways of working, engaging with audiences and generating income. Show less

Led the marketing and digital departments for Royal Museums Greenwich: a top-10 UK visitor attraction comprising four museums and galleries: the National Maritime Museum, The Royal Observatory, The Queen's House Art Gallery and the Cutty Sark.Played a key role in successfully driving record ticket sales and visitor numbers (2.8M).Provided strategic leadership across audience research and development, brand, advertising, integrated campaigns, website tech and content, design… Show more Led the marketing and digital departments for Royal Museums Greenwich: a top-10 UK visitor attraction comprising four museums and galleries: the National Maritime Museum, The Royal Observatory, The Queen's House Art Gallery and the Cutty Sark.Played a key role in successfully driving record ticket sales and visitor numbers (2.8M).Provided strategic leadership across audience research and development, brand, advertising, integrated campaigns, website tech and content, design commissioning, digital marketing, e-CRM, social media, publications and partnerships. Initiated and led key cross-departmental projects to deliver a step-change in the organisation including development of a completely new brand strategy and visual identity; new responsive website (4.5M visits) and digital strategy; audience segmentation and visitor research, Queen’s House repositioning and Royal Observatory re-visioning. Show less

Developed and launched the pilot digital arts service from Arts Council England and the BBC, which supported the arts sector in developing digital content and skills, and explored new ways to bring consumers the arts – live, on demand and interactive, on a responsive website and connected TV.

Responsible for macro-level strategy, including commissioning the first audience segmentation of arts and cultural attendance and participation nationwide. Shifted the communications from largely print-based to digital, including the new corporate website (1.8M unique visits/annum, up by 40% in year one). Redeveloped Arts Jobs user-generated service and added Arts News – audiences rose from 100K to 1.2M per annum. Set up the social channels.

Led 4 multi-disciplinary departments: PR Research, responsible for the BBC’s opinion-former research and managing relationships through multiple channels; BBC Events, managing live productions and experiences; the Design Studio, delivering creative identities and design execution across multiple media; and Publications.

Led a large slate of 120 high profile live, public, talent and opinion-former events per annum for the BBC, with a permanent team of 20, and production teams through agencies of up to several hundred. Delivered creative events to launch new digital channels CBBC, CBeebies, BBC 3, BBC 4, 6 Music, the Asian Network and Freeview, creating immersive brand experiences including set design, live outside broadcast music performances, and art commissions. Oversaw every aspect of the visitor experience… Show more Led a large slate of 120 high profile live, public, talent and opinion-former events per annum for the BBC, with a permanent team of 20, and production teams through agencies of up to several hundred. Delivered creative events to launch new digital channels CBBC, CBeebies, BBC 3, BBC 4, 6 Music, the Asian Network and Freeview, creating immersive brand experiences including set design, live outside broadcast music performances, and art commissions. Oversaw every aspect of the visitor experience from operations to lighting and sound to food and drink. Show less

Held several roles across a range of marketing and communications disciplines for the BBC, across B2B and B2C, including press, events, corporate and public relations, parliamentary affairs andindependent television commissioning:• Press Officer, BBC: June 03 – Jan 04• Senior Events Manager, BBC: Aug 02 – June 03• Communications Manager, BBC Corporate & Public Relations: March 02 – Aug 02• Events Manager, BBC: Feb 01 – March 02• Project Manager, BBC Parliamentary… Show more Held several roles across a range of marketing and communications disciplines for the BBC, across B2B and B2C, including press, events, corporate and public relations, parliamentary affairs andindependent television commissioning:• Press Officer, BBC: June 03 – Jan 04• Senior Events Manager, BBC: Aug 02 – June 03• Communications Manager, BBC Corporate & Public Relations: March 02 – Aug 02• Events Manager, BBC: Feb 01 – March 02• Project Manager, BBC Parliamentary Affairs: May 00 – Feb 01• Communications Manager, BBC Independent Television Commissioning Group: Sept 98 – May 00 Show less