Case study: Director of Commercial and Design Recruitment | Royal School of Needlework
We worked with the Royal School of Needlework to appoint a new Director of Commercial and Design. Learn about the process.
The Royal School of Needlework (RSN) is the International Centre of Excellence for the Art of Hand Embroidery. Established in 1872 and based at Hampton Court Palace, RSN is dedicated to preserving and innovating this traditional craft. Through its renowned education programme, the organisation offers courses from beginner to degree level in the UK and internationally. RSN’s Embroidery Studio delivers bespoke commissions, conservation, and restoration for fashion, art, heritage and royalty. With a unique heritage archive and a global reputation, RSN combines education, craftsmanship and commercial enterprise to ensure hand embroidery continues to thrive in contemporary culture.
Context.
With a new CEO in post, RSN was entering a fresh chapter of change and growth. It was an important moment to strengthen the organisation’s commercial capacity and ensure financial sustainability, building on its international reputation and rich heritage. The Director of Commercial and Design role was newly created to diversify income streams, enhance retail and e-commerce, and grow the Embroidery Studio’s reach. The right candidate needed to balance entrepreneurial vision with respect for tradition, and to bring strong financial acumen alongside creative sensitivity. Just as importantly, they would need to work closely with the CEO and leadership team, contributing to strategic development while also acting as a mentor and partner during this period of transition. The appointment was an opportunity to reinvigorate RSN’s commercial strategy, expand its influence, and support the CEO in delivering long-term growth and innovation.
Brief.
The brief sought a strategic commercial leader with proven experience of driving revenue in arts, heritage or creative industries. The individual needed to demonstrate success in areas such as retail, e-commerce, licensing and brand development, while also showing creativity and an appreciation of craft. RSN was looking for someone entrepreneurial and target-driven, capable of diversifying income while supporting the wider mission. We searched nationally, mapping candidates with expertise in cultural enterprises, heritage institutions and design-led organisations, while also considering those from adjacent commercial sectors who could bring transferable skills. With a new CEO already bringing energy and direction, the Board wanted a senior colleague who could complement this leadership, bringing commercial expertise, innovative ideas, and the ability to shape RSN’s next phase. It was essential the new Director could both deliver results and embody the organisation’s values, ensuring creativity and inclusivity remained central.
Outcome.
The search attracted 17 applications, from which three outstanding candidates were shortlisted, each bringing strong but distinct profiles in e-commerce, heritage retail, and commercial partnerships. The appointed candidate brought over 20 years’ experience in the cultural sector, including senior leadership roles at national institutions. She had a track record of transforming loss-making operations into profitable ventures, launching successful new income streams, and forging international business partnerships. With strong financial acumen, experience managing creative teams, and a proven ability to diversify income, she was seen as the ideal partner for the new CEO. Her appointment positions RSN to achieve sustainable growth while strengthening its global reputation.
Category: Arts, Heritage & Culture
Consultant in charge
David Hingley
Head of Arts, Heritage & Culture
David Hingley passionately believes that 'people make places'. He began his career in retail as a Store Manager at Marks and Spencer before moving to senior roles at complex cultural organisations, including Historic Royal Palaces, The Landmark Trust and Tate. In his recent role as a Senior Consultant at BOP Consulting, David has supported strategic projects across the sector, helping organisations drive meaningful change.
David is a passionate advocate for developing and leading values-led teams. He has a track record of successfully recruiting teams, supporting organisational change programmes, and delivering complex projects. He knows first-hand the difference inspiring and thoughtful leadership can make.
Past achievements include overseeing the customer service aspects of the 2014 'Poppies' installation at the Tower of London, managing the delivery of the 2012 Olympic cycling time trial at Hampton Court Palace, and delivering the accessible queue for the lying-in-state of Her Royal Highness Queen Elizabeth II, for which he received the British Empire Medal.
Outside work, David is a Trustee of both Painshill Park Trust and the Museum of the Broads. This gives him valuable insight into governance structures and the challenges of managing historic Georgian Landscapes and vintage steamboats.
He is a keen hiker, avid reader and passable runner who spends much of his downtime pandering to the needs of his incredibly demanding dog, Milo.
David holds a Master's in Heritage Management from Birmingham University, a Bachelor's in History from the University of Wales, Swansea, and a smartphone overloaded with pictures of great days out.
