Writing Services

Anita Holford

Curriculum Vitae

See also my LinkedIn profile


Writing Services

Full-time from Jan 2003
Part-time from July 2000

Head of Communications, Sound Sense,
the UK development agency for community music

July 2000-Dec 2002

Communications Officer - Sound Sense

Marketing Manager
St David's Hall, the national concert hall of Wales

Jan 1998-July 2000

Marketing Manager - St David's Hall

Freelance - arts marketing and writing

1997 - 1998

Marketing Officer - St David's Hall

Freelance - arts marketing and writing


Project Officer
McCann Matthews Millman, arts marketing consultants


Press and Marketing Assistant - St David's Hall


Trainee journalist and editorial assistant
Forest of Dean and Wye Valley Review



Head of Communications, Sound Sense

Sound Sense is the UK development agency for community music. It promotes the value of community music, and supports the professional development of community music practitioners. Responsibilities included:

  • researching, writing and designing newsletters and other printed material targeted at people working in community development, social welfare, education and health, and creating related marketing campaigns
  • writing articles for publications produced by charity, voluntary and public sector organisations
  • working in partnership with other organisations to extend awareness of community music , its uses and benefits – eg Musicians' Union, Education Extra, BBC Music Live, Environment Agency
  • developing media and marketing campaigns, writing press releases and working with the media
  • organisational/strategy development and research (as a member of the senior management team)
Marketing Manager, St David's Hall

Marketing Manager, St David's Hall, job-share, and Marketing Officer

  • management – managing a team of four and a large marketing budget; marketing planning and analysis – analysis of sales, attendance and research statistics, development of strategies and monitoring of results
  • campaign planning and delivery - developing campaigns for a range of products, from rock music to ballet, the Welsh Proms to comedy one-nighters, using all elements of the marketing mix; writing copy for leaflets, publications, advertisements, press-releases, direct mail letters and other materials; briefing designers
  • other - programming; box office training; customer care; disability policy development
Freelance marketing work

Marketing services for the arts sector, as well as feature writing and editing.

  • Services included: market research, marketing campaigns, press work and desk-top publishing
  • Clients included: Cardiff Festival of Literature; the National Folk Music Festival (NFMF); the Sherman Theatre; McCann Matthews Millman; Valleys Arts Marketing; BBC National Orchestra of Wales; This Week Wales (tourism newspaper); Ladies First magazine
Project Officer, McCann Matthews Millman

McCann Matthews Millman provided consultancy, research, project management and training in arts marketing. Clients include theatres, concert halls, arts centres, museums, touring companies, arts marketing consortia, and the arts councils. My work involved:

  • organising, reporting on and conducting research programmes including surveys, telephone and face to face interviews; preparing marketing audits including analysing statistical data (financial reports, sales and attendance figures);
  • co-ordinating theatre promotions with national newspapers and magazines; helping to co-ordinate an open day at the BBC Cymru/Wales studios in Cardiff, attended by 5,000 people; facilitating market research training workshops.


BA (Hons) Communication Studies, 2-1

Lanchester Polytechnic
(Coventry University)

O-Levels: English, Maths, Biology, History, Geography, Chemistry, French, Art, Ceramics

A-Levels: English, Art with Art History, Biology

Newent Comprehensive School


  • Communications: Creative Writing in Business – week long course in Arvon Foundation venue, tutored by brand communications expert John Simmons; various short communications/ copywriting courses; London College of Printing courses in Sub-editing; Feature Writing; Electronic Journalism; Freelance Journalism; Charity Fair taster workshops in communications, managing remote staff, information management ; John Boardman print production courses and Fred Pryor Communication Skills course.
  • Arts Marketing: Theatrical Management Association Walking the Tightrope (residential management course for arts marketing practitioners); box office systems training including BOCS BMS Box Office ticketing, sales and marketing software; TMA Basic Marketing Course (week-long residential course in arts marketing at Druidstone) and various arts marketing and market research seminars/workshops.
  • Various: Business workshops including Women into Business; Quark Express and Photoshop for Apple Mac and The Writing School Correspondence Course.

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