Associate Director, Consulting

With an arts career of almost 20 years, Sarah has a wealth of experience in executive leadership, strategic marketing, and audience development.

She has joined Baker Richards from her previous role as Chief Executive at Hijinx – one of Europe’s leading inclusive theatre companies – where she led on their mission to pioneer, produce and promote professional and participatory opportunities in the arts and creative industries for learning disabled and/or Autistic people.

Alongside experience in theatre, Sarah’s background includes roles within the classical sector at BBC National Orchestra and Chorus of Wales, BBC Cardiff Singer of the World, and the Royal Welsh College of Music and Drama. During her 12 years with BBC NOW she led on marketing, communications, digital, box office and audience development; working on international collaborations in China, South America, and France; as well as digital innovations to widen access to new audiences.

Sarah is based in Cardiff. She is Vice-Chair of Creu Cymru, former Chair of Ballet Nimba, an alumnus of the Clore Leadership Short Course and has been a mentor for the Arts Marketing Association. She studied Music at the University of Nottingham and has postgraduate qualifications in Marketing (Chartered Institute of Marketing) and Education (The Open University).