About Arts Marketing Association
What is the Arts Marketing Association?
The Arts Marketing Association (AMA) is a UK membership organisation supporting marketing professionals working in arts, culture and heritage. Born in 1992 in Cambridge, the AMA describes its purpose as upskilling the sector so more audiences can access and benefit from arts and heritage. Its members handle marketing, communications and audience development — the people who fill the seats, build the relationships, and tell the cultural stories.
The AMA has welcomed tens of thousands of members and trained thousands more since founding. In 2018 it became an Arts Council England Sector Support Organisation, and works across the UK and beyond. Today it counts around 3,000 individual members and 900 member organisations. The AMA registered office is in Cambridge (Registered in England 2814725).
Where will I work?
The AMA is a small remote-first team of 19 people working across all regions of the UK. The AMA About page describes the operating model: "A team of 19 people, working remotely across all regions of the UK." Day-to-day delivery happens online — webinars, networking meetings, the annual AMA Conference, and AMAculturehive (the AMA's resources platform, viewed over 100,000 times a year).
What is the AMA team like?
The AMA is a non-profit organisation, "committed to being actively anti-racist," with five published beliefs that shape the work: audience-focused approach is at the heart of success; a skilled and valued workforce builds a resilient sector; investing in training enables better quality connections with audiences; sharing knowledge supports individuals and organisations; and the cultural sector cannot succeed unless it is inclusive to all — internally as well as externally. The CEO is Cath Hume and the Head of Operations and Events is Danielle Patrick. By outcomes: 86% of members say AMA makes a difference to their work, member satisfaction is rated 4.1 out of 5, and 83% of members renew year on year.
Work-Life Balance
In October 2023, AMA began trialling a four-day working week running from 2 October until the end of March 2024 — and continued the policy post-trial. The trial adopted "a standardised Monday to Thursday working week while still ensuring flexibility for our team to adjust their working pattern and days accordingly." Full-time team members reduced their hours from 40 to 32 per week with no salary reduction. Part-time team members were given two options: retain their current salary and reduce hours by 20%, or retain current hours and increase salary by 20%. Cath Hume framed the change verbatim: "We've long encouraged flexible working but it's important to us that we're able to offer our staff greater work-life balance — ensuring they have more time for what matters most to them outside work."
Perks and Benefits
From the AMA's own news announcement and About page: standardised Monday–Thursday 4-day work week (full-time 32 hours at full salary), part-time options that either preserve salary or boost pay by 20%, fully remote across all regions of the UK, and a small-team culture of mutual support, anti-racism, and audience-first thinking. The AMA documents its 4-day-week journey publicly on AMAculturehive to help member organisations consider the model for themselves.