British Council Creative Economy

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Rebecca Shoesmith

Rebecca Shoesmith

Senior Programme Manager

Focus: Strategy | Policy
Region: Global

Beccy is responsible for managing the team, budgets, and leading major UK partnerships, as well as advising on Creative Economy’s policy work globally.

She has a specific interest in supporting the development of creative and social businesses and the ecosystem that supports them, from hubs to policy level, and what can be learned from different approaches internationally.

Beccy holds a degree in Business Management from King’s College London, and worked at Lloyds Banking Group, Equitable Life, and Halifax Bank of Scotland before deciding that she wanted a career change, and saw her chance to make a positive influence on the world in the creative sector. Beccy has worked in several departments in the British Council, including Arts, Science and Education. Her experience and skillset has seen Beccy lead on major programmes connecting makers in the UK and China, the global Young Creative Entrepreneur awards and advising on a major regional hubs programme across East Asia. She is currently developing a programme to connect best practice in international creative economy policy development.

Beccy is the mother of a tiny human and feels like a part of her heart will always remain in Asia.

What does ‘Creative Economy’ mean to you?

“Creative economy is so much more than economics or job creation. Of course those are important but the true value lies in the ‘plus’ – driving forward innovation, social cohesion, sparking new ideas and helping us live together better. Value is created when you embrace and connect diversity of thought and experience and see the magic that creates.”

Genevieve Pace

Genevieve Pace

Programme Manager

Focus: Creative Enterprise
Regions: Wider Europe | Sub Saharan Africa

Genevieve is responsible for leading the development of creative economy programmes in Sub Saharan Africa and Wider Europe, as well as advising on global projects requiring expertise in enterprise skills development.

In her previous position at Creative United, Genevieve developed and project managed business support programmes and activities for creative and cultural enterprises, collaborating with organisations such as the Centre for Fashion Enterprise, Crafts Council and London Small Business Centre. She’s gained in-depth knowledge of the business development needs and challenges faced by creative entrepreneurs, and has first hand experience from managing a design start-up and running her own craft business in her home town in South Africa.

Outside of work she’s on an advisory committee for a research project being conducted by King’s College, London, Understanding and supporting creative economies in Africa. She is obsessed with hand crafted baskets, loves learning about the benefits of plants and is an aspiring birdwatcher.

Lynsey Smith

Lynsey Smith

Programme Manager

Focus: Creative Hubs
Regions: Global

Lynsey leads on our global creative hubs portfolio. Previously responsible for leading the development of creative economy programmes in Sub Saharan Africa and EU Europe.  Lynsey has developed more than 60 international projects in over 20 countries, in order to help build sustainable creative communities.

Previously, Lynsey was co-founder and Director of Creative Edinburgh, a creative hub for the creative, cultural and tech sectors of Edinburgh. Lynsey was also Partner of Smith & Matheson, a partnership of creative producers delivering projects, festivals and research.  Previous to this, Lynsey ran Starter for 6, an enterprise training programme for Nesta; and Creative Entrepreneurs Club (another hub) at The Lighthouse, Scotland’s Centre for Design and Architecture.

When she is not driving forward the creative hubs mission or creating new programmes, Lynsey is devoted to her wee boy, Sunny.  She also loves to engross herself in books, animals and getting lost!

What does Creative Economy mean to you?

Creative Economy means building, supporting and profiling the incredible creative, cultural and tech geniuses (practitioners and businesses) that make up our global creative economy. They are the change makers, the fearless, the nimble and the next inspiration. They inspire me every day.

Roxana Apostol

Roxana Apostol

Programme Manager

Focus: Creative Hubs
Regions: South East Asia

Roxana leads on programming in South East Asia and works with Lynsey on our global Creative Hubs Programme.

Previously, Roxana was the Project Manager for the European Creative Hubs Network (ECHN) which ran for over two years and built an active community of more than 200 hubs across Europe and beyond. Prior to this, Roxana was EU affairs manager for the British Council, and Network and communications officer for EUNIC Global (the European Union National Institutes for Culture network). She has extensive knowledge in collaborating with international cultural organisations, public or private, grass-roots, top-down, or arms’ length; as well as working with EU funded programmes globally.

Roxana is passionate about bringing people together and connecting them, particularly through networks or by mobilising communities. She is passionate about languages, books and can’t say ‘no’ to a good dystopian novel or space exploration. Proud owner of a Romanian blouse collection, when out of the office Roxana is most likely to be spending her time in her native Transylvania.

Emma Boulton

Emma Boulton

Programme Manager

Focus: Digital | Interactive
Regions: Americas | South Asia

Emma leads our digital and interactive strand of programming, working with leading digital practitioners, curators and thinkers.

Emma joined the Creative Economy team in 2016 as the team assistant, she has since stepped up as the Programme manager for Digital, Tech and Interactive. Emma is responsible for key programme including Fieldwork, Alternate Territories and Amplify.

Prior to the British Council Emma worked for Livity on “somewhereto_”, and as an account executive for a PR and sponsorship agency with an arts focus. Emma not only has skills in aspects of supporting cultural programmes but also a keen interest in the intersections of art and technology.

Emma has a BA in Fine Art, and an MA in Media and Communication, in both studies she specialised in contemporary digital practise and videogame culture. Emma’s biggest passion is games, whether they’re triple As or indies, and is an avid esports fan. 

What has been your favourite Creative Economy project and why?

Alt.City. It is a project that pulls together a variety of disciplines and practises to produce work that speaks to the city it is in. It sits at the centre of an intersection of digital and traditional practises. It resonates with my own interests as well as creating an opportunity to expose practitioners to news ways of working and viewers experiencing work.” 

Giulia Crossley

Giulia Crossley

Marketing Manager

Focus: Marketing | Brand
Region: Global 

Giulia oversees the marketing for both the Creative Economy and Cultural Skills teams, developing strategy and implementing the day-to-day running of all marketing activity. She leads on programme marketing, website and digital offers, including brand. 

Giulia has a strong track record in marketing, with a career spanning 10 years, covering a variety of organisations including cultural sustainability consultancy Julie’s Bicycle, cultural foundation Calvert 22 and international visual arts organisation INIVA.

As a freelancer Giulia has consulted with a range of organisations crossing visual art, theatre and design, environment, and digital tech. Giulia has a BA in Social Philosophy, Applied Ethics, Religious Studies and Theology and is trained in copywriting, PR, social media marketing and analytics. She is an Arts Marketing Association mentor and British Council brand champion.

When not managing the marketing and digital demands of the team, Giulia loves creative writing. She is a published poet and is currently working on her first novel. She also podcasts on culture and feminism. A Samaritans volunteer and rookie home renovator, Giulia passionately believes everything in life can be made better with the addition of colour and sparkle.

What has been your favourite Creative Economy project and why?

#CultureFutures is a project I worked on with Goldsmiths University and Atlas of the Future to uncover inspiring stories of global creative and cultural projects with a social mission. We published more than 60 stories, shining a light on incredible creative individuals and awe-inspiring collectives. Take a look.

Jonathan May

Jonathan May

Programme Manager (ON SECONDMENT)

Focus: Digital | Interactive
Regions: Americas | South Asia

Jonathan creates digitally focused arts programmes in South Asia and the Americas, exploring how digital culture influences and inspires artistic, cross-disciplinary practice and transforms social and participatory engagement.

After spending over a decade creating cultural activities and events, spanning theatre, installation, and digital contexts, with the likes of the British Museum, LIFT, Tate Modern, and the Whitechapel Gallery, Jonathan is increasingly inspired by how to apply digital creativity to diverse contexts.

Elsewhere, he is a Trustee of the Live Art Development Agency, sits on the Digital Board of LIFT, curates and presents the radio show ‘International Airspace’, runs workshops on gender equality for young men with The Great Initiative, and founded Parallel Crossings, When he has a spare second, Jonathan also enjoys reading, cycling, and petting other people’s dogs.  

What has been your favourite Creative Economy project and why?

As an arts programmer, I've been hugely proud of our AltCity programme. These are two-week residencies where we commission international collaborations where artists explore cities across the Americas to create magnificent interactive installations that have gone on to tour to IDFA in Amsterdam, SXSW in Austin, MUTEK in Montreal and Mexico City, and in Hull for the City of Culture programme”. Read more here