Welsh National Opera
Director of Marketing and Sales
Dec 2016 – Mar 2021
Matt joined Welsh National Opera (WNO) full-time in December 2016 having performed the role on an interim basis for the previous six months. This was a senior management position with collective responsibility for strategic planning and leadership for the organisation.
Matt created and delivered a cross-departmental Audiences Strategy, as well as an ambitious Marketing Strategy, Audience Development Action Plan and Inclusion Action Plan.
Matt led a team of nine staff working across marketing and digital disciplines. He was responsible for brand guardianship and WNO’s visual identity, and production of all print and publications. He was also responsible for ticket sales and income projections / forecasts / monitoring / reporting. He led and oversaw all marketing campaigns for WNO. He was responsible for audience insight, marketing intelligence and for delivering audience research projects.
Matt was responsible for the website and all aspects of WNO’s public-facing digital output including social media. During lockdown in 2020/21 there was a significant increase in digital output with an exponential growth in output and engagement. He worked closely with peers at the other UK opera companies and was a member of the Opera Europa Marketing & Communications Steering Group, responsible for curating conferences for colleagues working across Europe.
Freelancer & Consultant
Dec 2006 – Dec 2016
From 2006-16 Matt worked as a freelancer and consultant with a wide range of clients, from small companies to flagship organisations, county-wide consortia and artform development agencies, delivering both strategic and tactical support.
As well as working independently, Matt frequently worked in partnership with other consultants including Baker Richards Consulting, Stephen Browning Associates | Quartet and The Funding Centre.
Marketing & Communications Strategy development
Matt undertook audits and created marketing and communications strategies for clients including Sherman Cymru, Swindon Dance, Northants Strategic Arts Network and Wiltshire Arts Promoters.
Consultancy and research projects
Matt delivered primary stakeholder research for the British Film Institute as part of the feasibility for a new BFI Centre; online audience research for Shakespeare’s Globe as part of the overhaul of their website; primary research for University of Bath ICIA as part of their planning ahead of the launch of their new arts centre; research into merchandising for the National Theatre of Scotland.
Freelance support
Matt delivered all marketing & communications activities for Orchestras Live from 2006-16, and for the Arts Fundraising & Philanthropy programme between 2014-16. Matt worked as interim Director of Marketing & Sales at Welsh National Opera in 2016 prior to taking the role full-time.
Matt also worked as interim Head of Marketing for Salisbury Playhouse, Royal & Derngate Northampton and for Wales Millennium Centre. In 2012 he returned to Bristol Old Vic as interim Communications Director, re-launching the theatre after the first phase of its refurbishment.
Training
Matt was Course Director for UK Theatre’s industry-leading ‘Druidstone’ Essentials of Marketing Course in 2010 & 2011, devising the course structure and content. He also delivered marketing training for the Guildhall School of Music & Drama’s Creative Entrepreneurs.
Bristol Old Vic
Head of Marketing
Nov 2004 – Oct 2006
Matt was responsible for the marketing, PR and sales functions at Bristol Old Vic. He led the department in planning and implementing successful marketing campaigns and audience development initiatives, including substantially increasing attendance by young people.
As a Senior Manager, Matt was directly involved with policy development, and responsible for the recruitment, appraisal, training and motivation of marketing and sales staff.
Wycombe Swan
Head of Marketing | Marketing Director
Feb 2000 – Oct 2004
Matt was responsible for the marketing & sales functions at Wycombe Swan, planning, prioritising and implementing marketing campaigns for over 300 productions per year, as well as working on specific seasons and devising audience development projects.
Matt was part of the Executive Team responsible for leading the organisation and helped secure a new 10-year management contract for Wycombe Swan and the successful take-over of the Wyvern Theatre from Clear Channel in 2004.
Arts Marketing Hampshire
Marketing Manager
Feb 1998 – Jan 2000
Matt wrote marketing plans & audits for various arts organisations, and introduced the MOSAIC segmentation system for use by arts organisations in the region.
He delivered arts marketing projects and collaborative audience development initiatives for visual arts and performing arts organisations and helped run their annual training programme. Matt also worked with national touring companies on campaign planning and pricing initiatives.
Matt Carwardine-Palmer 