Laura Wakelin

Senior Project Manager

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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

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Many thanks to all for their kind messages and votes for us in the @MandHShow awards - very much appreciated. Now w…

01 June 2021

A fascinating but chilling discovery not far from Tricolor HQ.. #RomanBritain #Archaeology

30 May 2021

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28 May 2021

We are Supplier of the Year @MandHShow 2021 award nominees! One of the joys of this crazy year is seeing the comple…

28 May 2021

We're shortlisted for Supplier of the Year in @MandHShow 2021 Awards! Over the past mad year it's been our pleasur…

28 May 2021