Alix’s career started in the marketing department of National Museums Wales, after which she spent time working with the interpretation team at the Royal Ontario Museum in Toronto, Canada. For the last 18 years she has had a portfolio career combining consultancy, lecturing, academic management and research.
As an independent consultant she works alone and in tailor-made teams for specific projects. Her own client list includes Southwell Minster, the University of Greenwich, London Museums Hub, Dulwich Picture Gallery and British Council in Taipei. For the last two years she has also been working with Mouchel Management Consultants as a sub-contractor. She was responsible for developing the Activity Plan which has helped secure a multi-million pound HLF bid to restore and develop Lincoln Castle into a visitor attraction which will open in 2015.
She has also established and taught across undergraduate and postgraduate degrees in museum, heritage, arts, tourism and event management. Her specialist teaching areas include fundraising and development, marketing, visitor studies, education and audience development and research methods.
Alix regularly speaks at seminars and conferences and has published extensively during the last decade, sharing her insights on audiences, membership and approaches to qualitative and quantitative research. In Museum Marketing (2007) she discusses how individuals use museums and galleries in different ways, coining a new term ‘Constructive Chillers’. In Sport, Leisure, Culture and Social Capital’ (2007), a collection of papers she co-edited, she discusses social capital amongst members of heritage supporter groups and in Museum Management and Marketing (2007) she presents a new typology of membership schemes.