Dawn Farrow

I started in theatre marketing and, along the way, learned that selling tickets is really about selling connection and memory. Over decades I’ve worked agency side, launched my own marketing business, and now consult as a freelance strategist for clients across theatre, immersive experiences, exhibitions and more. 

I help marketers, communicators and ticketing professionals grow audiences, sell more tickets and build confident marketing careers, all while championing the people behind live experiences.

I’ve sold over 36 million tickets and realised early on that what this industry truly needed wasn’t another campaign but a community. That insight led me to launch Dogs and Coffee — a support network for marketing and sales professionals — and later On Sale Group and On Sale Live, where my aim is to give professionals the tools, connections and confidence to excel in the experience economy.

I’m also a Governor at the Central School of Ballet, blending the creative heart I had as a dancer with commercial insight.