Kate Fitzgerald is an Arts Insights professional with over 18 years’ experience working at The Lowry in marketing, data, research and insights roles.
She has a passion for data and how it can be used to effect change; promoting an audience-led approach to marketing and creating an understanding of current and potential audiences.
Until recently, Kate worked at The Lowry where she was Head of Visitor Insights. She was responsible for devising and implementing an evaluation framework to assess and report on all areas of the business; aggregating and presenting data across the organisation, from financial reporting to audience segmentation and customer satisfaction.
She led quantitative and qualitative research projects, and was responsible for all database analysis and visitor insights. Kate was also the Project Manager for GDPR delivery and implementation for both The Lowry and Quaytickets (The Lowry’s primary ticket agency), working with all levels of the organisation to ensure compliance.
In previous roles for the organisation, Kate led and developed the CRM Strategy, delivered all print and publications, and worked on various audience development projects, including the hugely successful Our Lowry Audience Development scheme.
Kate sat on the Insights Professionals Group, which met quarterly, advising Arts Council England of data issues within the sector. This involved close working with The Audience Agency, as The Lowry was one of their pathfinder organisations.
Kate is a co-founder and steering group member of a new professional network, Culture Insights Professionals (CIP). The network aims to strengthen data and research practice and skills within the sector by providing members with a forum to exchange experiences, share best practice, debate current issues and form new collaborative partnerships. As a founding steering group member, Kate organised and drove the delivery of communications, content and two conferences at a key time in order to get the network established and delivered GDPR training to delegates.
In addition to this, she has provided freelance data analysis to support customer research projects for over 6 years, and is currently contributing as a sector-based expert on a peer review process for an academic book on data for the cultural sector.