Catherine Hostiani
Arts, Culture & Heritage Strategy

Combining commercial rigour and cultural sector nuances.

I help cultural organizations secure funding and grow audiences by providing support related to partnership pipeline, audience analysis, and measurement framework.

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What I offer

Three pillars, one clear approach

Engage me for one pillar or combine them.

1Diagnose

We don't know where audiences and income are slipping away.

Deliverables

  • Digital Presence & Performance AuditHow your website, search, and social channels perform, where visitors drop off, and what to fix first.
  • Partnership AnalysisWhich companies, foundations, and funders fit your mission, and how your current partnerships perform.
  • Audience & Visitor Data AnalysisAnalysis of the data you already hold, with case studies prepared. No new data collection.
2Strategy

We know our ambitions, but not where to focus.

Deliverables

  • Audience Targeting & Marketing StrategyPriority audiences, how to reach them, and a channel plan.
  • Partnership & Sponsorship StrategyA prospect map and tailored pitches that connect a partner's values to your mission.
  • KPI & Impact Measurement FrameworkThe indicators, baseline, and reporting that funders and your board ask for.
3Activation

The strategy is agreed, but the team has no capacity to carry it out.

Deliverables

  • Action Plan & Light Project ManagementOwners, milestones, and regular check-ins to keep delivery on track.
  • Partnership Delivery & EvaluationSupport from an agreed partnership through delivery to an end-of-partnership impact report.
  • KPI Tracking & ReportingProgress reports for funders and board.
  • Handover DocumentEverything your team needs to carry on without me.

Start with a free 20-minute call. You can engage me for one pillar only, or for all three.

Tools & platforms: Qualtrics, SPSS, Excel, Canva, Google Workspace.

For consultancies and agencies

Senior support on a project basis

When you need extra capacity on a cultural client, I can take on audience and partnership analysis, campaign strategy, or a performance audit, delivered under your brief and without a permanent hire.

Applied Projects & Case Studies (Academic & Volunteer)

Where I've put this into practice

Most of this practice area is built on capstone projects and volunteer and internship experience.

Capstone – Heritage Management

Bandung: UNESCO Heritage Assessment

Evaluated the city's suitability for World Heritage status and proposed safeguarding strategy using UNESCO's HUL framework.

Capstone – Strategic Management

Milan: Piccolo Teatro Business Model Assessment

Evaluated Piccolo Teatro's management approach, audience strategy, and governance, with a proposal to enhance financial resilience, operations, and audience insight.

Capstone – Cultural Infrastructure

Gaza Rising: A Post-Conflict Cultural Hub

A group work conceptualizing a cultural hub in Gaza that offers a platform for Palestinian artists to channel creative expression, a space for local communities to engage with the arts, and for Palestine State to preserve local heritage and connect it to a global audience, including business model, audience and programming strategy, partnership framework, and financial structure.

Capstone – Audience Development

Naples: Ipogeo dei Cristalini Audience Development

Designed audience expansion strategy to attract visitors to a newly discovered Hellenistic burial complex, supported with marketing and partnership initiatives.

A few more, including a Fondazione Prada business plan and an evaluation of NFT marketplace SuperRare, available on request.

Case Studies

A closer look at the work

Click a card for the full picture, including my role.

Singapore Pavilion, La Biennale Arte 2024
Volunteer

Venice Biennale 2024: Cultural Ambassador

Represented Singapore Pavilion, welcoming 30,000+ international visitors over seven weeks at one of the world's most prestigious art events and co-ordinating on-site operations for positive visitor experience.

TART Gallery and Cultural Space, Villach
Volunteer

TART Gallery and Cultural Space Operations

Supported on-site gallery operations including art installation and vernissage preparation, gaining direct exposure to cultural events organization and members engagement.

Museo Poldi Pezzoli, Grand Tour exhibition
Internship

Museo Poldi Pezzoli: Rebuilding Corporate Partnerships

Situation

The museum lacked a structured way to identify and engage corporate partners ahead of a major exhibition.

Approach

Mapped a prospect universe of 100+ organisations, designed tailored sponsorship pitches connecting brand values to the museum's curatorial mission, and authored its first donor impact-report framework.

Outcome

25 qualified leads converted into partnership discussions within six weeks, unlocking new opportunities through venue rental.

Strategy Exercise

ART SG 2027: Marketing & Communications Growth Agenda

Situation

Singapore's flagship contemporary art fair needed a 2027 marketing strategy to grow beyond its current base, against a global art market still recovering from a two-year contraction.

Approach

Assessed the fair's position using Art Basel & UBS market data, profiled emerging Gen Z collector behaviour, benchmarked international peer fairs such as Artissima (Turin) for audience-engagement ideas, and built a full-funnel audience segmentation and channel plan.

Outcome

Recommended prioritising Singapore's underserved domestic audience via the Culture Pass scheme, alongside strengthening the regional collector base, with a channel plan spanning awareness through retention.