Founded in 2023, Convert Culture helps organisations connect deeply with their audiences. We work with cultural brands, consumer businesses, and publishers, using innovative audience research to help them better understand and engage their communities. Our approach blends traditional audience research with cutting-edge social intelligence—analysing social media and online data—to uncover what drives your audiences and where new opportunities lie.

Since launching, Convert Culture has worked with almost every major and independent publishing house and has expanded into projects with brands and cultural institutions.

Convert Culture is led by Caroline Butler, an award-winning marketer with over 20 years' experience spanning publishing, music, and digital strategy. Caroline spent 8 years as Head of Insight, Digital Strategy and Marketing at a Penguin Random House division, where she led numerous creative campaigns for high-profile authors. Across her career, she has worked on both fiction and non-fiction campaigns. She previously held roles at Universal Music, Domino Records, and Amazon.co.uk, where she was an early hire and ran the technical launch for several key categories. Caroline combines deep audience insight with strong technical skills, enabling her to transform data into practical, actionable strategies.

In 2024, Caroline became the first person from the publishing sector to be selected for the Social Intelligence Lab’s global Insider 50 list, which recognises pioneers in social intelligence. She was placed in the Insightful Innovators category for her ground-breaking work in publishing.

At Convert Culture, we bridge the gap between data and creativity, empowering teams to create campaigns that resonate with their core audiences, identify growth opportunities, and align creativity with audience values. Let us help your brand or campaign grow authentically and build lasting connections.