MANAGING DIRECTOR

Science that sparks curiosity, art that broadens perspectives, zoos and gardens that bring joy, and history that provides a deeper context for how the world works—these are the experiences that compelled Rosie Siemer to focus her life’s work on museums.

Her passion for enhancing and promoting the museum experience inspired her to launch Radiance Insights, a research and strategy partner to arts and culture organizations worldwide. She has provided consulting services to a number of internationally respected cultural organizations, including the Louvre Abu Dhabi, The Museum of Modern Art (MoMA), Museum of Science Boston, Saint Louis Art Museum, Desert Botanical Garden, Space Center Houston, Smithsonian’s National Zoo, History Colorado, Winterthur Museum, Garden & Library, and the Murphy Arts District.

Rosie’s book, Museum Membership Innovation: Unlocking Ideas for Audience Engagement and Sustainable Revenue is the culmination of nearly a decade of research. She also co-authored Membership Marketing in the Digital Age, a comprehensive resource guide for cultural membership professionals. Rosie’s expertise is also highlighted in the book Financial Management in Museums where she contributed a chapter on museum pricing strategies.

Rosie frequently facilitates workshops on audience development and speaks on the topics of choice architecture and the future of membership. She also enjoys sharing her time with professional, cultural and community organizations, and has served on a number of boards, including the Denver Police Museum and World Trade Center Denver. Rosie is the Principal Researcher for The Member Motivations Study™ and co-founder of the Membership Innovation group within the Museums As Progress Community .

When she’s not researching, writing, or museum hopping, Rosie enjoys Scotch-tasting and watching sci-fi movies.

SENIOR CONSULTANT

Sarah Owens is a 19+ year membership and marketing professional specializing in the museum, nonprofit, and performing arts sectors.

A leader in her field, Sarah has spearheaded and managed membership and ticketing campaigns both as a full-time employee and as a consultant for renowned institutions, including the Fine Arts Museums of San Francisco, California Academy of Sciences, Cirque du Soleil, The San Francisco Ballet, The 7 Fingers Circus Collective, The Morris Arboretum & Gardens, and more. 

Sarah’s passion and curiosity for the museum and performing arts fields drives her ongoing education and keen interest in membership best practices, which she readily shares with clients and the membership community at large. As a former chair of the Bay Area Membership Manager Association and frequent public speaker in museum and membership conferences and forums, her finger is on the pulse of membership and marketing trends, and new technologies.

Sarah is well-versed in the behind-the-scenes work needed to create and run a successful membership program, most recently as the leader of San Francisco’s Exploratorium membership program, where she created the highly-successful and innovative After Dark membership program, and acted as a member of an institution-wide Salesforce CRM implementation and adoption team. Sarah excels in marketing and communications for membership programs, bringing expertise in copywriting, digital marketing, social media, customer lifecycle planning, and direct mail strategy to institutions across the country. 

When not pushing for her clients’ wild successes, Sarah is having fun adjusting to her new home in Madison, Wisconsin, where she is learning about the beauty of Midwestern prairies and summer rain storms with her husband, Sean, and cats, Patrick and Scully. 

SENIOR CONSULTANT

Alexa is a strategist and audience advocate working at the intersection of culture, data, and community. She is passionate about helping museums and cultural institutions deepen their understanding of who their audiences are, what they value, and how to build more meaningful, inclusive relationships—particularly through thoughtful, sustainable membership and audience development strategies.

Her background spans visitor experience, marketing, research, and membership, working both with and within cultural institutions across the US, Australia, Europe, and beyond. This has given her a deep understanding of what motivates museum visitors to engage, return, and belong. With nearly a decade of consulting experience advising senior executives at major institutions, Alexa supports audience growth and development across departments, with a particular focus on translating audience insight into clear, confident action that drives visitation, loyalty, and long-term value.

Alexa’s work is grounded in a nuanced understanding of visitor behavior and the role membership plays in deepening connection and financial resilience for cultural and public-facing organizations. She has been recognized for her impact in the industry, including being named to the Blooloop 50 as a museum influencer.

In her free time, you can find Alexa working her way through the New York Times Top 100 Films of the 21st Century, baking brownies or strolling through Central Park with a good podcast.