Headshot of Liam Darbon

Director of Digital and Innovation, Tate

Win the whole visit

8/8/2023

13 min

The future of the audience is changing. 

Liam Darbon shares how tactical programming adjustments informed by audience behavior data were a foundational game changer for Tate. He also explains Tate’s innovative strategy for reaching ‘future audiences’ using a single customer view.

“In times like these, it’s about ensuring we continue to challenge ourselves to be more audience-centric and more future-facing whilst also becoming more financially resilient.”

Hear how an experiential Tate Edit Shop heightens audience connection by marrying culture with commerce. Learn how they extend museum visitors’ connection to exhibitions with their “Something to Eat, Buy and Do” strategy. 

 

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Liam Darbon presented this talk live as part of Tessitura’s Innovator Series at the Tessitura Learning & Community Conference in August 2023.

Preview image photo credit: Tate Photography.

Headshot of Liam Darbon

Liam Darbon

Director of Digital and Innovation
Tate

Liam Darbon is Director of Digital and Innovation at Tate, a world-renowned family of art galleries spanning the UK, with a mission to increase the understanding and enjoyment of art.

Liam leads on Tate’s Digital, Trading and Innovation strategies - maximising audience engagement and loyalty. Previously, Liam was Head of Omnichannel Trading and led on the commercial development of Tate Galleries and Tate Enterprises Limited. Prior to Tate, Liam held senior commercial leadership positions at John Lewis and has also worked for American Express and the marketing agency Syncredible. Liam is a guest lecturer at Kings College London and Bayes Business School, alongside being a Trustee of Birmingham Museums Trust and the co-chair of Birmingham Museums Trading Limited.

Topics

Arts & Culture

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Innovator Series

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Audience Development

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