The former Head of Marketing at the National Science Museum and National Railway Museum has joined Bradford 2025.
Will White takes up the Head of Audiences role at the organisation to lead on marketing in the build up to its year as UK City of Culture.
“I arrived in Bradford in 2013 and since then I’ve seen the city and the district change a lot – often in ways you couldn’t possibly have anticipated. Now, we’re beginning to grow in confidence, to step out of the role that others have cast us in and to articulate our one-of-a-kind cultural offer,” he explained.
“Finding ways to bring arts and cultural experiences to audiences – and the other way around – is the challenge that keeps me busy. Understanding what’s important to audiences in Bradford and beyond, and what they want out of their precious free time, is a massively important part of us getting the most out of the amazing opportunity that being UK City of Culture has given us, and I’m really proud to be a part of that.”
White spent 10 years at the Science Museum Group and has also worked at the Edinburgh Festival Fringe and the British Council.
The UK City of Culture is awarded every 4 years by the Government and for Bradford it forms part of its “Culture is Our Plan” cultural strategy, which runs until 2031.
