Emma Acton is Associate Director of Audiences & Communications at Wolverhampton Grand Theatre, heading up the marketing, communications and audience development teams.
Emma has a particular interest in audience engagement and insight, and how theatres can balance commercial, creative and community ambitions.
She is passionate about using audience understanding to shape better experiences and help more people discover and enjoy theatre. She is happiest somewhere between a spreadsheet and a creative campaign!
In 2025 Wolverhampton Grand Theatre introduced a new membership upsell feature. This calculated and displayed the exact savings a customer would receive with an active membership.It enabled users to quickly add a membership to their basket, immediately applying the relevant discount to their tickets.
