Baker Richards is delighted to welcome Jane Macpherson as an Associate, bringing her extensive expertise in audience strategy, marketing, and organisational development to our work with cultural organisations.
Jane has over 20 years of experience in marketing and communications across the arts and cultural sector. She’s led in-house teams at Almeida Theatre, The Lowry and Sadler’s Wells and consulted for multiple organisations, including Shakespeare’s Globe, Southbank Centre, Chichester Festival Theatre, and The Courtauld as well as companies including Wise Children, Fuel Theatre, Parents & Carers in Performing Arts and English PEN.
A Fellow of the Chartered Institute of Marketing (FCIM) and the RSA, Jane also brings extensive strategic consultancy experience. She works across audience engagement and strategy, and as an executive coach and mentor, supporting leadership development and informed decision-making.
In addition to her consultancy work, Jane is a Digital Advisor for the Bloomberg Digital Accelerator Programme, supporting individuals and organisations in delivering digital transformation and organisational change. Her expertise in strategy and sector innovation will further enhance Baker Richards’ approach to helping cultural organisations navigate an increasingly data-rich landscape. Jane is Executive Director of Alleyne&, a collaborative agency that designs and delivers consultancy and organisational programmes and chair of Kent based community theatre company Icon Theatre, both innovative organisations committed to driving positive change.
Jane will initially be supporting Baker Richards’ Arts Pay 2025 research, delivered in collaboration with Arts Professional. This research aims to build a comprehensive picture of pay, working conditions, and career sustainability across the UK’s arts and cultural sector.
Jane Macpherson said:
“I’m excited to be joining the team at Baker Richards as an associate. Our paths have crossed many times, and I’ve always had the highest respect for the clarity of thought and collaborative sector leadership Baker Richards offers across Arts and Culture. I’m especially looking forward to working on the Arts Pay research, which will draw on my professional experience and personal commitment to supporting individuals in the industry. Together, we want to get to the heart of some of the most immediate challenges people are facing and help build a stronger foundation for change”
David Reece, Chief Strategy Officer at Baker Richards, said:
“It’s fantastic to welcome someone of Jane’s long-standing reputation and insight to our growing Associate network. Her ability to connect strategic thinking with practical audience insight aligns perfectly with our mission to help cultural organisations make informed, confident decisions. We’re particularly excited to draw on her expertise in areas such as digital transformation and income strategy, where she has helped lead change across the sector. We’re really looking forward to working with and learning from her.”
Jane’s appointment deepens our consulting capability at a time when many organisations are adapting to new challenges, ensuring our clients continue to have access to the insight and expertise they need to build sustainable, audience-focused futures.
