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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Wales Millennium Centre

@JoeyTaylor: Inspiring two days: meaty discussions with the passionate marketing team @RNCMvoice and big ambitions @darbarfestival #mhmuk #lovemyjob

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

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

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Octagon Theatre: Bringing the brand to life

@JoeyTaylor: MT "@Clc_Schreiber: Amazing meeting about #culturesegments with the FULL comms team from @dansenshus" glad you had fun together! #mhmuk

@JoeyTaylor: RT @MHMinsight: #MHMUK team exploring the larger-than-life public art in Charlotte, NC! You can find this beauty outside @thebechtler

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Audience Atlas Population Surveys

Performing Arts

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The Lightbox