Tim Baker, Co-Founder

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.

Robin Cantrill-Fenwick, Chief Executive

Robin has specialised in using data and digital systems to help transform organisations across numerous sectors for more than two decades.

Robin has held executive leadership positions in and provided strategic consulting to a range of performing arts organisations and visitor attractions in the areas of organisational strategy, marketing, audience development, visitor experience, and operations.

Natalia Coe, Company Administrator and Financial Controller

Natalia joined Baker Richards in 2017 and supports the company’s work, manages its financial systems and reporting, and supports the research team.

She studied law at the Sorbonne, Paris and King’s College, London. Following this, she pursued her passion for contemporary dance, performing professionally with Maresa von Stockert’s Tilted Productions and in various shows at the Lilian Baylis, Royal Opera House, English National Opera and Queen Elizabeth Hall. She gained administrative experience in Great Ormond Street Hospital and the law firm Eversheds.

Jonathan Davies, Data & Insights Specialist

Jonathan joined Baker Richards in 2022 and works across client success, data, and development for the company’s suite of software and data services. You can catch him leading onboarding, customisation, support, and continuous development, with a particular focus on the SOLT & UK Theatre Evidence Centre and Advantage Dashboards. Previously, Jonathan worked as Box Office Manager at Nottingham Playhouse, bringing significant experience in revenue and inventory management, reporting, and data migrations, and expertise with systems like Tessitura and Spektrix.

Francesca Di Nuzzo, Head of Research

Before joining Baker Richards in 2015, Francesca worked as a research assistant and consultant at SOAS (University of London) and as a parliamentary assistant at the Italian Parliament in Rome. Francesca holds a Masters degree in Environmental Policy from the University of Cambridge and her previous studies are in the field of economics and political science. 

Anna Fedyushina, Consultant

Anna joined Baker Richards in 2022 after working as a researcher at the University of Edinburgh on a number of studies sponsored by Creative Industries Policy & Evidence Centre (PEC) led by Nesta. These projects looked at the origins of the Edinburgh Festival ecosystem, brokerage strategies for building cross-cultural relations through the arts, and class identities amongst creative practitioners.

Sarah Horner, Associate Director, Consulting

With an arts career of almost 20 years, Sarah has a wealth of experience in executive leadership, strategic marketing, and audience development.

Sarah joined Baker Richards from her previous role as Chief Executive at Hijinx – one of Europe’s leading inclusive theatre companies – where she led on their mission to pioneer, produce and promote professional and participatory opportunities in the arts and creative industries for learning disabled and/or Autistic people.

Robbie Kings, Senior Consultant

Robbie has over 20 years’ experience in marketing and communications across the arts and live entertainment sectors. He has held senior roles at organisations including Theatre Royal Plymouth, Theatre Royal Stratford East and EMG, as well as working as a freelance consultant for touring productions, venues and producers.

Jonathon Lowther, Group Business Assistant

Before joining Baker Richards, Jonathon studied an undergraduate degree in history at the University of Birmingham. He went on to complete further study achieving a master’s degree in history at the University of Edinburgh. Following his studies he worked at National Museum of Scotland, gaining insight into the visitor attraction industry and learning more about customer service.

Sylvie McGowan, Researcher

Sylvie has recently completed her master’s degree in creative health at University College London and sees cultural engagement as essential to happiness and wellbeing. Before pursuing a career in research, Sylvie studied textile design at the Glasgow School of Art and worked in Germany designing specially crafted paper products. Her cards are sold internationally in design boutiques and museum gift shops.

Lawrence Moir, Researcher

Lawrence has an undergraduate degree in International Relations, specialising in the linguistic framing of conflicts in foreign policy discourses. Since graduating, Lawrence has worked in various roles in events and arts marketing, most recently working as a Ticket Sales Agent for Quay Tickets at The Lowry in Salford taking on Box Office sales for dozens of performing arts venues across the UK.

Libby Papakyriacou, Senior Consultant

Libby has over 10 years’ experience in arts marketing, having begun her career at Baker Richards in 2010. She took her experience of rigorous data analysis and research to roles at the Royal College of Music, the London Philharmonic Orchestra and Cadogan Hall.

Sam Price, Researcher

Before returning to Baker Richards, Sam completed a PGCE in Secondary History at Oxford University, worked as Cultural Development Office for Epping Forest District Council leading community initiatives to improve health and wellbeing across the district, and taught A Levels Politics and Philosophy at Harlow College. 

David Reece, Chief Strategy Officer

Through a combination of insightful data analysis, innovative primary research and strategic development, David works with organisations to optimise their earned income strategy, bringing teams together to focus on shared objectives. In addition, David also brings to bear his understanding of consumer psychology to inform the communication of recommendations to ensure maximum impact – after all, value not communicated is valueless!

Valentina De Sabata, Head of Data & Insights

Valentina De Sabata joined Baker Richards in 2013.  Since then she has led the research and analysis aspects on numerous complex projects and has taken the lead consultant role on projects in both the UK and Italy. She also undertakes data extractions, writes SQL queries and supports the research team with data questions and issues. Valentina holds a degree in the Economics & Management of Arts & Cultural Activities from Ca’ Foscari University in Venice, Italy and a Masters degree in Arts Management from Anglia Ruskin University in Cambridge, UK.

Abdurahman Sharif, SQL Developer

Abdurahman joined Baker Richards in February 2022. He works behind the scenes on the storage and processing of the data that fuels the various applications.

Before joining Baker Richards, Abdurahman worked as a database developer in a number of different industries. He went on to complete further study in cloud engineering.

Debbie Richards, Co-Founder

Debbie Richards is the co-founder of Baker Richards and has overseen the company’s evolution and growth.  As a consultant, Debbie’s work includes consultative studies, business planning and primary research, but she specialises in helping arts organisations to realise their financial potential and has a proven track record in delivering increases in earned income for clients. Her extensive consulting experience includes work in North America, Australasia and Europe, as well as in the UK.