As a Director, Lorna leads a wide range of consultancy and insight projects including audience engagement strategy, exhibition testing and evaluation, fundraising and membership strategy, market assessment and brand development. In her time at MHM she has played a key role in delivering audience insight for SFMOMA, the Smithsonian Institution, the Museum of Fine Arts, Boston, the New Museum, New York Philharmonic, the Public Theater, Shakespeare’s Globe, the British Museum, the Donmar Warehouse, National Theatre of Scotland.
Lorna heads up our USA Division, leading on our USA strategy, overseeing US client relationships and building our network. She leads our dedicated USA team to deliver work that helps our clients reach their goals. We take pride in balancing expert experience with fresh ideas, with collaboration at the heart of everything we do.
Lorna loves a puzzle. Her passion for putting the pieces together to solve a problem enables her to interpret complex information and data to answer a client’s ‘big question’. She focuses on delivering clear conclusions and actionable insight – from day-to-day quick wins to the highest-level strategic planning, the real impact is always top of mind.
Prior to joining MHM, Lorna worked at The Audience Business, Edinburgh’s audience development agency, delivering audience research and analysis for a range of arts organizations.