Natalie Yalden

Head of Campaign Management

I graduated from University of Wales, Aberystwyth in 2006, with a 2:1 BA (Hons) degree in Drama and Theatre Studies.

I moved to London in 2007 and was very fortunate to work in two wonderful venues - the Royal Opera House, as an administrator in the costume department, and the Royal Albert Hall, as PA to the Finance Director. Whilst being in these venues, and also assisting on the opening of Jersey Boys in the West End, I realised that I wanted to establish a career in arts marketing. As someone who is hugely passionate about the arts, I wanted to share that and develop and nurture new audiences.

With that in mind I undertook an internship at AKA. In November 2009, I was introduced to Jo Hutchison, just as she set up JHI Marketing. It really was a ‘right place, right time’ moment! It didn’t take me long to realise that this is someone I want to work with and learn from, and I am still saying that over 8 years later.

I am hugely proud to have seen JHI develop and grow to a fantastic team of people. As Head of Campaign Management, it gives me great joy to support our campaign team in their work as well as working closely with all our clients.

There are so many highlights from my years at JHI that it’s impossible to name them all; but they include: launching the Horrible Histories stage show in London which is now in its 7th year, having broken records for children’s theatre in the West End; working with Bjorn Ulvaeus and Benny Andersson on the UK premiere of their musical Kristina at the Royal Albert Hall; and working closely with the charity Bloodwise and the original Calendar Girls as part of our work on the West End production of ‘The Girls’.

Having learned so much in these past 8 years, it was important to me to give something back so I greatly enjoy being a mentor on the AMA mentoring scheme.  I have also worked with Mousetrap on their project Stage Business, a programme to support students undertaking the Production Process Modules for Performing Arts.