Laura Wakelin

Senior Consultant

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As former Deputy Chief Exec at Black Country Living Museum, I am marketer by trade and a heritage enthusiast by hobby, I bring together my passions and experiences to help cultural organisations achieve success through audience-centric thinking.

Until April 2019 and for six years I was Deputy Chief Executive at Black Country Living Museum in the West Midlands, successfully positioning the organisation as an independent museum, popular visitor attraction and charitable enterprise. I was also Deputy Chair of the project team responsible for securing funding from the National Lottery Heritage Fund and the Black Country Local Enterprise Partnership for £22m towards a major new capital development project.

Prior to this, I held communications roles in large and small organisations including 5 years at English Heritage, devising marketing strategies for small rural country houses to legendary world heritage sites like Stonehenge.

I’m particularly interested in helping cultural organisations use audience data more intelligently to create impact and effect change in order to achieve greater organisational resilience and sustainability.

But for me, it’s not just about facts, figures and business models. What really makes me tick is the role that heritage and culture can play in raising aspirations in the community in which it sits and beyond.

Role in Tricolor projects

  • The Hockey Museum – Memberships Advisor
  • London Borough of Sutton – Cultural Planner


  • 2019

  • 01/07/2019

    Joined Tricolor

Present day

Latest Tweets

Struggling with getting ready for fundraising in a completely changed world? Join us for a free webinar tomorrow

30 March 2020

Chuffed to have our venue booked for the free community fundraising workshops we're running in Waltham Forest next…

26 February 2020

Fabulous news!

16 January 2020

Thanks! We’ve worked with @NorfolkMuseums before on the Keep project so happy to hear from them :-)

17 December 2019

Hi Charlotte - did you receive our DM? Cheers Sarah

14 December 2019