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Shakespeare Birthplace Trust Trading Limited expands its Board of Directors with three new appointments

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Paul Crofts, Louise Emerson and Neil Dwyer

The Shakespeare Birthplace Trust’s trading subsidiary company (SBT Trading Limited/SBTT Ltd) has recruited three new Independent Directors to oversee and strengthen its commercial activities.

Joining the Stratford-upon-Avon based education and heritage charity’s commercial arm are Louise Emerson, Paul Crofts and Neil Dwyer who will use their expertise in the cultural and tourism industries to inform and guide the company as it delivers its commercial strategy.

Louise, who is a National Heritage Fund consultant and accredited coach, and mentor has over 25 years of experience in senior management within the Cultural Sector. Her previous roles include Head of Business & Commercial Strategy at the Natural History Museum, Director of a multidisciplinary arts centre in Belfast and CEO of Cheltenham Festival. During her time at the National History Museum, she led commercial income generation and brand development, fostering significant change within the organisation.

Currently the Chief Operating Officer at the Black Country Living Museum, Paul is responsible for Maintenance, HR, Marketing and Operations. He also leads on the successful delivery of the Commercial proposition at the Museum, and in recent months Paul has helped to provide the strategic direction to the trading units opened as part of the Museum’s capital project ‘Forging Ahead’, with three new units, two new retail provisions and brand-new café.

Neil is Vice President of Operations for Six Flags Qiddiya. With nearly 20 years in the theme park and visitor attractions industry, Neil’s journey spans the globe. He has expertise in creating attractions, managing commercial ventures, and launching and steering new projects at internationally recognised destinations. He has also collaborated with entertainment giants such as Nickelodeon, Walt Disney, and Cartoon Network, showcasing his flair for captivating crafting experiences alongside his passion for Safety and Guest Service.

‘’It’s an exciting time to join the Trust as we reimagine our organisation and look boldly towards the future, and as our commercial division grows, we are delighted to welcome Louise, Paul and Neil to our Board.

‘’All three bring diverse skills, experiences, and fresh perspectives to the Trust. We look forward to working together to bring our visions to life and drive forward our ambitious plans.’’

Commented Lynne Walker, Chair of SBTT Ltd.

‘’As our commercial offerings continue to expand, it was crucial for us to bring onboard three forward-thinking individuals with the expertise to drive its success. As we continue our journey of renewal and re-imagination, I can’t wait to see how Paul, Neil, and Louise use their extensive experience to enhance and enrich the experience of our visitors.‘’

Added Rachael North, Director of Museum and Public Programmes at the SBT.

For more information about the Shakespeare Birthplace Trust, visit: