Jo Taylor


Jo is the lead consultant for key clients on projects such as segmentation and branding; empowering cross-disciplinary teams to develop audiences through a vision-led, audience-focused approach. Jo specialises in working in the performing arts sector and is a lead in MHM’s Culture Segments. 

Jo has a track record of inventive practice in more deeply engaging audiences and developing mutually beneficial brand relationships. She balances clear strategic thinking with first hand practical experience of the issues facing arts managers in daily life. She provides pragmatic support and confidence to organisations seeking to exploit the benefits of an audience-centric, insight-led approach to organisational resilience.

Recent clients include the Barbican Centre, The Old Vic, Shakespeare’s Globe, BBC Proms, The Place, Liverpool Everyman & Playhouse, Rambert, Lincoln Center, The Public Theater, Kennedy Center, Historic Royal Palaces, Royal Botanic Gardens Kew and the British Council. 

Previously to working for MHM, Jo brings 18 years’ applied experience in posts across a range of venues, producing, touring companies and arts festivals including senior positions at Welsh National Opera and Wales Millennium Centre. Jo frequently delivers conference keynotes, training, workshops and seminars and is on the board of the Arts Marketing association.

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Harrogate Theatres

Culture Segments TagTool

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@JoeyTaylor: Beautiful start to a day of family fun and focus groups @kewgardens #mhmuk #lovemyjob

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Affirmation Pen Portrait

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Chickenshed Theatre

@JoeyTaylor: scientists predict what I'll do next: Shopping (I hate shopping) in Dubai or Swansea #behaviouralsegmentation #mhmuk

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Audience Atlas Population Surveys

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Curve Theatre

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Audience Atlas Malta

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Shakespeare's Globe