Abi joined Tate In February 2014 as the Marketing and Communications Manager for the Members programme. Responsible for the entire marketing strategy including acquiring new Members, retention and reactivating lapsed Members she saw the membership base increase to the biggest it’s ever been and has worked closely with her team to maintain a retention rate of 86%. In May 2015 Abi moved within Tate to become the Tate Britain Marketing Manager. Her role includes developing the brand strategy for Tate Britain and marketing all of its exhibitions and displays in a way that is relevant to audiences today and encourages a new audience to engage with the gallery. Before joining Tate, Abi spent 9 years working agency side in CRM and advertising agencies including TMW, Proximity London, iris Worldwide and The Red Brick Road. She developed and implemented both BTL and ATL marketing strategies across a variety of clients such as Volkswagen, Barclaycard and Suzuki.