Caroline started her work in the arts and cultural sector in 1998, as general dogsbody at Cambridge Drama Centre. She went on to have a career in theatre marketing at Theatre Royal Straford East before moving toward a focus on audience diversity with a research role at sampad. Since then she has worked for a variety of audience development agencies and consultancies, as well as running her own consultancy business.


About Me.

Caroline Griffin is an experienced consultant specialising in audience development and organisational change in the cultural and creative sector.  Over her many years of experience, Caroline has developed a strong reputation in market assessment and analysis, market research, audience development, audience-focused organisational change, developing diverse audiences, digital engagement strategies, stakeholder development, evaluation and market development for creative businesses.

Caroline is currently providing team leadership to the communications department at Theatre bythe Lake, Keswick. Recently she was National Communications Manager for the Creative People and Places Peer Learning and Communications Network, as well as lecturing in the Thearre and Performing Arts Department at the Universtiy of Warwick.

Other projects include:

Caroline has extensive experience of working with a range of organisations types, from volunteer-led organisations to major institutions such as the RSC. She specialised in working with organisations without marketing or audience development specialists, and wrote the book This Way Up, commissioned by Arts Council England, which was published in 2009 and is still in use today.