Sebastian Cheswright Cater is a freelance consultant, specialising in marketing communications and business development strategy.
As Director of Marketing and Sales at Sadler’s Wells, and a member of the senior leadership team, he managed a range of initiatives including the creation of a customer relationship marketing strategy which increased customer retention, advance bookings, and social media engagement. He updated Sadler’s Wells’ membership scheme, resulting in record-breaking numbers of subscriptions and a UK Theatre Award nomination, and his work on the company’s new visual identity won a DBA Design Effectiveness Award.
Sebastian led significant change at Sadler’s Wells, implementing a new CRM (Tessitura) and business intelligence systems, to improve the organisation’s revenue management processes and streamline its data analysis and reporting.
With over 18 years’ experience in the cultural sector, he was previously Head of Marketing at live entertainment media agency Target Live, and has also worked in a range of commercial and not-for-profit organisations. Prior to his arts career he worked at The Body Shop as a retail manager and trainer.
He recently became a Fellow of the Royal Society of Arts, and a Director of Dance Consortium.
Sebastian is committed to improving diversity in the arts, having previously worked on Sadler’s Wells’ Diversity Strategy, and is an advocate for improving mental health and wellbeing in business.