Head of Audience Insights

Joining the Tate Audience Insight Team means stepping into a genuine opportunity to lead the thinking in a world leading art institution. The brand carries real weight, opening doors to exceptional workstreams both inside and outside the organisation driving historic thought leadership in the sector

You will lead a recently restructured area to help integrate the functions of Data Analytics, Digital Insights and Audience Research to create a truly hybrid team. This role has the ability to inform decision making with Heads and Directors to create meaningful, long-term change.

You will also work in an environment underpinned by a dedication to sharing the national art collective with the broadest audiences, working in tandem with world leading academics and practitioners in their fields.


What you will do (Main Duties and Responsibilities)

• Define and lead the museum's audience insights strategy, integrating research and data analytics into a single, coherent function that informs decision-making at every level of the organisation.
• Commission, design, and deliver qualitative research — including in-gallery observation, interviews, focus groups, and co-design sessions to better understand visitor motivations, barriers, and responses to the museum's programme.
• Lead ongoing quantitative research programmes including visitor surveys, membership scheme surveys and audience segmentation maintaining robust datasets that allow reliable trend analysis over time.
• Work with key internal and external stakeholders to ensure robust data gathering across the Tate estate including ticket & membership data, sales, attendance as well as wider landscape data sets that inform internal decision making
• Work in partnership with colleagues across Membership, Marketing and Digital to develop analysis of audience behaviour across channels to help develop and refine strategies to inform growth planning, product development and campaign performance.
• Design and maintain dashboards and insight reports for senior leadership, trustees, and funding bodies, translating complex data into clear, compelling, and actionable narratives.
• Work with wider Tate divisions to inform insight planning, helping to connect audiences with our core art and learning programme be they new or returning visitors
• Use data modelling and trend analysis to forecast future visitation, identify emerging audience opportunities, and provide early warning of declining engagement across key segments.
• Build and manage an internal insights team, commission and oversee external research agencies, and champion evidence-based thinking across the institution[MT1.1].
• Lead the Audience Insights team to ensure that reporting and datasets are accurately produced, delivered to agreed timeframes and within existing staffing compliment
• Work in concert with the broader cultural sector to help develop sector-wide insights for national and international audiences and demonstrate thought leadership with peer institutions[CC2.1][MT2.2]

What you will bring to the team

• Significant experience in a hybrid audience insights and data analysis role, preferably within the cultural, heritage, or creative sectors and a track record of success
• Proven ability to design, commission, and deliver both qualitative and quantitative research programmes, from brief through to clear recommendation, at pace and to a high standard.
• Demonstrable experience working with complex, multi-source datasets including ticketing systems, CRM platforms, and web analytics tools, with the confidence to interrogate and challenge data.
• Strong analytical capability and hands-on experience with tools such as GA4, Power BI, Microsoft Fabric or equivalent and the ability to build reporting frameworks
• Experience leading or significantly developing a team, with the ability to coach colleagues at varying levels of data and research literacy and build a collaborative team culture.
• Outstanding communication skills with the ability to translate complex findings into compelling narratives that influence senior decision-makers and non-specialist audiences alike.
• Experience working across a complex organisation, building effective relationships with wider colleagues to embed insight into their work.
• Sound knowledge of GDPR, research ethics, and data governance best practice, with a commitment to conducting research that is inclusive, ethical, and representative.
• The strategic vision to build and grow an insights function, combined with the operational hands-on capability to deliver high-quality work in a complex, multi-stakeholder environment.
• A genuine passion for art and connecting the widest possible audiences with the national collection

The requirements listed here are guidelines, not hard and fast rules. You don’t have to satisfy every requirement, and we welcome candidates who bring transferable skills.

Applying gives you the opportunity to be considered.

Museum Website: https://careers.tate.org.uk/members/modules/job/detail.php?record=755