Lorna Dennison

Senior Consultant, USA Division Lead

As a Senior Consultant Lorna leads a wide range of consultancy and insight projects including audience engagement, exhibition evaluation, fundraising and membership strategy, market scoping and brand development. In her time at MHM she has played a key role in delivering audience insight for SFMOMA, the Smithsonian Institution, the Kennedy Center, the Public Theater, Shakespeare’s Globe, the British Museum, the Donmar Warehouse, National Theatre of Scotland and the National Trust.

Lorna loves a puzzle. Her passion for putting the pieces together to solve a problem enables her to interpret complex information and data to answer a client’s ‘big question’. She focuses on delivering a clear, easy to understand narrative and insight that will lead to action – from day-to-day quick wins to the highest-level strategic planning, the real impact is always top of mind.

As USA Division lead Lorna leads on our USA strategy, overseeing US client relationships and building our network. She leads our dedicated USA team to deliver work that helps our clients reach their goals, living by our team values – balancing expert experience with fresh ideas, collaboration at the heart of everything we do, and thoughtfully considering the big picture context.

Prior to joining MHM, Lorna worked at The Audience Business, Edinburgh’s audience development agency, delivering audience research and analysis for a range of arts organizations.

Email Lorna


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Reaching new audiences: British Museum Manga

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What we learned from Washington DC Audience Atlas: Digital content

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The London Library membership strategy

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What we learned from the Washington DC Audience Atlas: Culture Segments

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92nd Street Y

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Great audience engagement during the pandemic

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Donmar Warehouse

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Covid research and insight

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Connecting worlds – the challenge for philanthropy in the arts

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Culture Segments and Covid Audience Mindsets