I’m a Melbourne gal, born and raised — and a data, CRM and customer experience specialist with more than 18 years’ experience working across Australia’s arts and cultural sector.

I’m passionate about helping organisations make better use of the data they already have — turning information, feedback and customer behaviour into insights that lead to smarter decisions, stronger relationships and better experiences.

My career began in the Customer Services team at The Australian Ballet, where I quickly discovered the power of data to better understand audiences and improve their experience. From there, I moved to Melbourne Recital Centre as CRM Coordinator, building my expertise across CRM, business intelligence and audience insights.

My next chapter took me to Arts Centre Melbourne, where I stepped into a newly created CRM role and spent the next decade helping shape the organisation’s approach to customer data, insights and audience engagement. During that time, I grew the CRM function into a trusted source of intelligence across the organisation — bringing together data, people and technology to support more informed decision-making.

Today, I bring that experience to organisations looking to better understand their customers, audiences and stakeholders.

For me, data is never just about numbers. It’s about people.

I’m a self-proclaimed Post-it note aficionado who loves getting people into a room to unpack a problem, explore what the data is telling us and work out what to do next. I work across both quantitative and qualitative data, making complex information accessible, practical and — dare I say it — enjoyable.

Whether it’s CRM strategy, customer journey mapping, audience insights, survey research, data analysis or reporting, my focus is always on turning insight into action.

I have a genuine love for the arts and an ongoing fascination with how audiences, customers and communities are changing. I’m particularly passionate about audience development and the role data can play in helping arts and cultural organisations remain relevant, responsive and connected.

Ultimately, I help organisations move from “we have lots of data” to “we know what it means — and what we’re going to do with it.”