Your audience. Your insight. Your next move.

Audience development and marketing strategy for arts and culture organizations

Explore Services
Meet Lexi

Welcome. I’m so glad you’re here.

Meet Lexi

You’re probably thinking about your audience: how to reach more people, build stronger relationships, grow revenue, or help your team make more confident decisions. Or maybe you know there’s more you could be doing, but balancing strategic thinking with the day-to-day demands of leading a busy arts organization can make it difficult to know where to focus.

I understand that challenge.

I’ve spent nearly two decades working in arts organizations across marketing, audience development, sales, and patron experience. During that time, I’ve learned that the answers organizations need are often already within reach. What’s harder is finding the time and space to step back, connect the dots, ask the bigger questions, and decide what matters most.

That’s why I started this practice.

Whether we’re building an audience strategy, navigating a period of transition, or creating space to solve a specific challenge, my goal is the same: to leave your organization with greater clarity, stronger capabilities, and a team empowered to keep the work moving long after our engagement ends.

I look forward to the possibility of working together!

Black and white photo of two cats sleeping together, one with white fur and the other with darker fur.

Let’s Work Together…

  • There’s a lot you could do to grow your audience. Let’s work together to figure out what matters most.

    I’ll help you connect what you know about your audience with where your organization wants to go and turn those insights into clear priorities and practical next steps.

    I can help you with:

    • Audience growth and acquisition

    • Retention, frequency, and loyalty

    • Segmentation, patron behavior, and experience

    • Pricing, revenue, and performance goals

    Together, we’ll build an audience strategy that aligns with your marketing and sales goals, with clear priorities your team can put to use and continue building on.

  • Keep the work moving while you figure out what comes next.

    Leadership transitions can create uncertainty at exactly the moment your team needs clarity and support. I can step into a temporary marketing leadership role to provide stability, direction, and senior-level support during a transition.

    I can help you with:

    • Setting marketing, audience, and revenue priorities

    • Leading, supporting, and coaching your team

    • Keeping critical campaigns and initiatives moving

    • Strengthening systems and preparing for what comes next

    I’ll help keep the work moving while making sure your team is set up for its next chapter.

  • Sometimes you need a thought partner to help solve a specific challenge.

    I can step in with senior-level perspective, audience and revenue expertise, and an outside point of view when your team needs extra capacity.

    Projects might include:

    • Marketing and audience audits

    • Pricing, sales, and revenue strategy

    • Retention, loyalty, and patron experience

    • Strategic planning and complex problem-solving

    The scope can be as focused as a single question or as involved as a larger strategic project.

Tell Me About Your Audience

Audience strategy isn't something you finish, it's something you practice.

The best strategies are built in partnership, shaped by data, organizational goals, and supported by the capacity to put ideas into action. That means not only identifying what your organization should do, but helping your team build the knowledge, systems, and habits to make audience strategy part of its everyday work.

My role is to help you connect the dots and explore the questions that can unlock new possibilities, and build audience expertise and confidence within your team to keep learning, adapting, and moving forward after our work together is done.

Let’s Begin

Tell Me About Your Audience

A Few Words From Good Company

  • “One of the strongest marketing leaders I've had the good fortune to partner with in my nearly 30 years leading not-for-profit theaters.”

    “… Lexi plotted out the marketing elements of our ambitious strategic plan, led her team through a box office merger and conceived and launched a brand new internal ‘Patron Relations Office’ — all while pushing ticket sales and subscriptions forward. Beyond the results, Lexi built a strong and high-performing team, brought real data discipline to our decisions, and earned trust across the organization, from her own staff to our Board.”

    Jeffrey Herrmann, Managing Director

  • “Her grasp of what drives audiences and how to plan for sales growth is incredible.”

    “I thoroughly enjoyed partnering with Lexi on pricing strategies, audience development initiatives, and budgeting... Her focus on and ability to execute exceptional customer service is unparalleled in the marketing and sales field.”

    Andrew Haines, Non-Profit Executive

  • “Lexi is an incredible thought partner. She has a rare ability to make space for the big questions while never losing sight of the work that needs to happen today.”

    “She helps teams look closely at the data, understand what it’s telling us, and turn those insights into clear priorities and meaningful action. Working alongside Lexi made me a stronger marketer, strategist, and leader.”

    Allison Dunmore, Chief Marketing Officer

  • “Her ability to envision and implement new methods of connecting with our audiences... was both effective and inspiring.”

    “Working with her boosted my confidence in understanding and exploring the nuances of the patron journey on my own, and continues to help me figure out the next best idea for engaging and reengaging our audiences.”

    Danielle Reinkens, Sr. Patron Relations Manager

  • “Lexi is one of the most competent project managers I've ever worked alongside.”

    “She understands how to motivate team members and build cross-functional teams that move quickly, kindly, and with humour and grace. Lexi is calm under pressure, thinks big picture, and was such an asset to our work at PNB.”

    Lia Chiarelli, Chief Marketing and Advancement Officer

  • “She has the perfect balance of strong sales/revenue generation and patron/client loyalty.”

    “She has the perfect balance of strong sales/revenue generation and patron/client loyalty, always maintaining opportunities for access and inclusion. Not only is she a genius in her own line of work, but she is also a joy to work with.”

    Jamie Herlich, Managing Director

  • “A true self-starter... [with] innovative and detailed planning to achieve maximum revenue growth.”

    “She has developed into an astute leader who is able to manage her employees and help them grow and learn. Her true gift is the ability to adapt and manage in high stress and unpredictable situations.”

    Katie Jackman, Marketing Executive