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Maider Lacalle

Venue and Customer Manager

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  • LevelSenior
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsAccount Management - Account Manager - Event Manager

About me

I am an arts administrator with extensive experience in venue and event management. This has been gained through being a Venue and Customer Manager at Soho Theatre, role that I currently perform, Duty Manager at Arts Depot in North Finchley, and acting as the Press and Marketing Coordinator for a classical music festival in Northern Spain. I hold a Masters with Merit in Arts Administration and Cultural Policy from Goldsmiths College, University of London, and a Masters with Merit in Multimedia Journalism from Bournemouth University. I have also been a London Correspondent for the Spanish media and am currently studying to attain the CIM Professional Diploma in Marketing.


  • Events
  • Marketing PR
  • Theatre
  • Visual Arts
  • Copywriting
  • Editing
  • Journalism
  • Creative
  • Features
  • Proofreading
  • Web Content
  • Office
  • Word

Work history


Venue & Customer Manager

Soho Theatre

Sep 2013
  • As Venue and Customer Manager for this renowned Central London comedy, theatre and cabaret space, my main responsibilities are to be the primary point of contact for audiences, artists, VIP patrons and hires in order to ensure their safety and well being in the venue. I also manage Front of House personnel on duty and am responsible for handling customer feedback and complaints during performance times. More specifically, my main duties include: Adhering to the Customer Service Policy at all times in order to ensure best practice Being the public ‘face’ and representative of Soho Theatre during performance times Working closely with the bar team to manage the flow of audiences in the evenings Being responsible for the presentation and safety of public areas Managing the Front of House team to ensure the best customer service is delivered Acting as a qualified first aider for the building


Duty Manager


Sep 2012 - Dec 2013
  • As Duty Manager at this North Finchley venue, my main duties were to ensure our customers, artists and members of staff felt welcome, delivering the highest possible level of customer service, and the health and safety of all at the venue. Artsdepot houses two professional theatres, a gallery, a cafe and a bar, multiple rehearsal and dance spaces, and a resident dance school. My main duties included: Managing the venue on a day-to-day basis including opening and closing the building Ensuring visiting artists and performers were welcomed and briefed upon arrival Briefing stewards on performance requirements prior to each show Managing rotas for an average of 50 members of staff including volunteers and stewards Ensuring the overall upkeep of the building and facilities was being maintained Performing administrative duties and tasks as required



JIQ JAQ Contemporary Art

Jun 2011 - Mar 2012
  • I joined this Gallery as Manager at a time when the space’s lack of proper past management had resulted in JIQ JAQ needing an almost complete change of direction. From devising a new business plan and implementing new objectives to choosing a range of more innovative work to represent and conducting broader PR and Marketing campaigns, my duties at the Gallery included selecting and representing the artists at all levels, conducting successful marketing and press campaigns, recruiting volunteers and being in charge of the general administration and direction of the Gallery. During my time there, traffic to the Gallery and sales increased considerably.


Arts Administration Intern

Stratford Circus

Mar 2011 - Jun 2011
  • From helping the Marketing Department implement successful campaigns to recruiting artists for shows and putting events together, I was a valuable temporary member of staff in this first-class arts venue. I devised and implemented creative and successful marketing campaigns that led to an increase in audience members for shows whose management I was responsible for. Overall, I was in charge of artist liaison and event management and assisted the producer in running shows.


London Culture Correspondent


Sep 2010 - Aug 2014
  • I wrote news stories from the British capital for several print media outlets in Spain with readership numbers ranging from 50.000 to 100.000. I wrote about society, politics and culture and have covered notorious events like the London riots and the student protests against the increase of university fees. I have also reviewed concerts and exhibitions with my stories appearing on the front and third pages of the papers on several occasions.


Press & Marketing Coordinator

Fin de LA Tierra Music Festival

Aug 2009 - May 2010
  • Being the co-founder of the Fin de la Tierra music festival, I also coordinated its press and marketing activities. The festival gave an opportunity to up-and-coming bands in Spain to play live in wellknown local venues. As part of the communications team, I wrote press releases and distributed them across local media, organised and hosted press conferences and scheduled interviews with the musicians prior to each concert. I also assisted the design team in the design of marketing materials like merchandise, posters and leaflets.


Press & Marketing Coordinator

Vitoria-gasteiz International Music Festival

Jul 2009 - Jul 2009
  • I was appointed Press and marketing coordinator for the third edition of the Vitoria-Gasteiz International Music Festival, which held classical music concerts performed by world-renown musicians like Jan Guns, Jon Thorne, Nathaniel Vallois and Stefano Parrino across the town’s different venues. I managed to increase ticket sales considerably in this edition of the festival as a result of running a successful press and marketing campaign. The presence of the festival in both local and national media increased substantially the year I was there.



CIM Diploma in Professional Marketing

Chartered Institute of Marketing

Sep 2014 - May 2015
  • currently studying to attain the diploma.


MA with Merit in Arts Administration and Cultural Policy

Goldsmiths College, University of London

Aug 2010 - Jul 2011


    MA with Merit in Mulitmedia Journalism

    Bournemouth University

    Aug 2004 - Jul 2005


      BA in Media and Communication

      University Of Greenwich

      Aug 2000 - Jul 2003