Every campaign tells a story.
The projects below highlight a selection of the productions, campaigns and marketing activity I've led throughout my career, demonstrating the experience, creativity and practical delivery that underpin Number Four Marketing today.
Think the RSC's Matilada , Les Miserables and Phantom of the Opera. These campaigns are all about timing, coordination and staying calm when the pressure ramps up. I’m used to managing on-sales and long campaign runs where there are lots of stakeholders, lots of assets, and no room for muddle.
Contemporary dance and specialist audience work
Working with Dance Consortuim, Matthew Bourne's New Adventures , Welsh National Opera and intertional artists visiting UK festivals. This is where detail and audience trust really matter. I’ve worked on campaigns that need a careful balance of clarity, tone and strong creative, while still delivering the commercial results the organisation needs.
One-nighters are a different rhythm with a budget that needs to work hard. The turnaround is quick, the messaging has to land fast, and everything needs to be watertight because there is no second chance. I’m comfortable making quick decisions, keeping spend under control, and pushing activity hard in a short window. From comedians including Michael McIntyre and Lee Mack to initmate concerts with Adele and Bryan Adams, the range of artists that fall under this umberella is quite extraordinary.
Launching a brand-new production is exciting and slightly terrifying in equal measure, especially when there’s no existing footage, no reviews and no obvious shortcuts. I’ve led campaigns where the job is to build the story from scratch and give people a clear reason to book early. Productions including The Color Purple and the 'My First Musicals' series requires everything from a standard campaign but more work with external partners to develop the marketing assets for it's first run and future life.
Not every campaign is about a single on-sale moment. I’ve also led work where the priority is inclusion, partnership and long-term engagement, reaching people who do not always see themselves reflected in traditional marketing. I focus on accessible messaging and practical outreach that is realistic for busy teams. Working with youth theatre, community performance and amateur dramatic groups brings a different type of partnership to a theatre.
From launching massive West End transfers including Billy Elliot and Mary Poppins for competitive Easter holiday slots, to executing fast-turnaround, high-frequency campaigns for essential early years titles like The Gruffalo and Peppa Pig, I specialise in capturing the unique buying journeys of families. This expertise extends to the ultimate festive powerhouse, having spent 11 consecutive Christmas seasons managing and growing the legendary pantomime audience at Birmingham Hippodrome, protecting crucial end-of-year revenue lines through long-term audience cultivation.
Whether you're interested in an Audience Journey Assessment, Bespoke Marketing Support, or simply have a project you'd like to discuss, I'd be delighted to hear more about your organisation and how I can help.
Arrange a 15-minute discovery call or get in touch by email.
