Welsh National Opera
Director of Marketing and Sales
Dec 2016 – March 2021
Matt joined Welsh National Opera (WNO) full-time in December 2016 having worked as interim Director of Marketing and Sales part-time for the previous six months. This is a senior management position with collective responsibility for strategic planning and leadership for the organisation.
Matt has created and delivered a cross-departmental Audiences Strategy, as well as an ambitious Marketing Strategy, Audience Development Action Plan and Inclusion Action Plan – all are regularly updated and results reported to the Board of Trustees.
Matt leads a team of nine full-time staff working across marketing and digital disciplines, working with colleagues from across the Company to tell the whole WNO story, including the impact of our Youth & Community work. He is responsible for brand guardianship and WNO’s visual identity, and production of all print and publications.
Matt is responsible for ticket sales and income projections / forecasts / monitoring / reporting. He leads and oversees all marketing campaigns for WNO. He is responsible for audience insight, marketing intelligence and for delivering audience research projects.
Matt is responsible for the website and all aspects of WNO’s public-facing digital output including social media. During lockdown in 2020/21 there has been a significant increase in digital output with an exponential growth in output and engagement.
Matt works closely with peers at the other UK opera companies, and is a member of the Opera Europa Marketing & Communications Steering Group, responsible for curating Europe-wide conferences for colleagues working across Europe.
Arts marketing & communications
Freelancer and Consultant
Dec 2006 – Dec 2016
Matt worked 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. He was also Course Director for UK Theatre’s ‘Druidstone’ Essentials of Marketing residential course in 2010 and 2011.
Find out more about Matt’s work as a freelancer and consultant
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.
Matt was responsible for maintaining and extending the theatre’s media profile and for managing the Bristol Old Vic brand, and brought all graphic design work in-house. As a Senior Manager, he was directly involved with policy development, and responsible for the recruitment, appraisal, training and motivation of marketing and sales staff.
HST Theatres (now HQ Theatres)
Head of Marketing | Marketing Director
Feb 2000 – Oct 2004
Matt was responsible for the marketing & sales functions, 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 one of the two-person 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
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.
Matt delivered arts marketing projects and collaborative audience development initiatives for visual arts and performing arts organisations and helped run their annual training programme. He also worked with national touring companies on campaign planning and pricing initiatives.