Director
Tim Baker has been developing his work in pricing research and strategy for nearly three decades, having become interested in pricing when, as Head of Marketing at the London Symphony Orchestra in the late 1980’s, he was introduced to the concept of Revenue Management. He implemented a pricing strategy that played a key role in maximising sales and income during one of the most successful periods in the orchestra’s history.
Since co-founding Baker Richards in 2003, Tim has led the development of innovative techniques for researching price demand and developed a model for understanding the multiple and complex variables that can be used to optimise pricing strategy. He has advised hundreds of arts organisations worldwide and now spends much of his time translating that expertise into software.
Tim has been invited to speak on pricing and marketing at conferences around the world. He is author of classical music marketing book Stop Reinventing the Wheel, published by the Association of British Orchestras. He was Chair of the UK Arts Marketing Association (AMA) for three years and a Board member of the AMA and Britten Sinfonia for six years.
Prior to his consultancy career, Tim spent seven years as Marketing Director of the Scottish Chamber Orchestra, before which he was Head of Marketing at the London Symphony Orchestra. At the start of his career he worked for festivals and an arts centre, following a degree in Social Policy.
Tim is an occasional jazz trumpeter, full-time Opera-buff and regular Oarsman with Cambridge ’99 Rowing Club.
