Marta Herrero

Dr Marta Herrero is a Reader and Subject Head of Creative Industries Management at the University of York's School of Arts and Creative Technologies. She holds a PhD in Sociology from Trinity College Dublin and an MA in Women’s Studies from Lancaster University. Her research focuses on financial models in creative industries, with particular emphasis on fundraising, philanthropy, and the intersection of art markets with commerce and law. Key areas include digital storytelling for nonprofits, responsible AI in fundraising, and historical studies of arts philanthropy in 19th-century London.

Her extensive grant portfolio includes projects like Fundraising for the Nation (2023) exploring 19th-century art fundraising, and Responsible AI for Nonprofit Fundraising (2024), which examines ethical AI applications in charitable giving. She collaborates with institutions like the Council for British Archaeology on immersive storytelling initiatives. Recent work also addresses organizational resilience in the arts during crises such as the pandemic.

• Grants: Over £100k secured from bodies like the British Academy, Paul Mellon Centre, and Digital Creativity Labs.
• External roles: Lead researcher in UK arts fundraising studies, external examiner at Leeds University, and guest lecturer at Catalonia's MA in Cultural Management.
• Awards: While no named prizes are listed, her work has received sustained institutional funding.

Labs/Teams: Collaborates with the Culture Sector Network of the Chartered Institute of Fundraising and leads interdisciplinary projects at the University of York's Digital Creativity Labs.