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I join AIM from five years at the Department of Digital, Culture, Media and Sport, where I worked on museums policy, including the Mendoza Review of museums, the Museum Estate and Development Fund, and in the last year the Culture Recovery Fund. I’m hoping that experience will be useful as AIM contributes to supporting museums and shaping the sector as we start to regroup and recover from the pandemic. My goal as the director of AIM is for us to do everything we can to support you in achieving your ambitions. To help you tell your stories, and tell our own stories about how great you are, without losing our focus on offering you really practical and pragmatic guidance and advice that helps you run and govern your museums in the best possible way.

I’ve worked in museums for over 25 years, including 14 years as a freelance consultant specialising in collections management. Prior to joining AIM I spent five years as Collections and Interpretation Manager for Canal & River Trust, responsible for the Designated Collection at the National Waterways Museums in Ellesmere Port and Gloucester, and the Canal Museum in Stoke Bruerne, and was also a member of the small management team, so I have first-hand experience of the challenges and opportunities facing independent museums.

I joined AIM with over twenty years’ experience of developing research informed marketing and communications strategies in the higher education and creative sectors. Having worked in both senior and operational roles I've an implementer’s understanding of the opportunities integrated communications can offer, and an enthusiasm for working right across organisations to deliver strategic objectives. I very much enjoy meeting colleagues across AIM, listening and learning more about the fantastic work of our members and exploring how together we can further support and strengthen that work.

The most enjoyable part of working for AIM is the interaction with our members, as they are all such lovely people. I love being part of the AIM 'family'.

I wanted to work for AIM because I've always loved visits to museums and I'm thrilled to be able to support the great work that our members do. I'm continually impressed by the passion and enthusiasm of the AIM team and our members. I've got over 15 years of marketing experience, predominantly in the retail sector, and am a specialist in delivering integrated campaigns across multiple channels.