Caroline Butler is the founder of Convert Culture, an award-winning audience research consultancy that helps publishers, cultural organisations, and creative brands understand and grow their audiences. She has been a pioneer of social intelligence, a new approach to audience research that analyses patterns in behaviour on social media. This helps reveal what drives audience connection and where the next wave of readers, visitors or fans might come from.

Caroline began her career on the original Amazon.co.uk books team. After a stint in the music industry with indie label Domino Records, she transitioned into publishing, working for several years at Penguin Random House, where she rose to become Head of Marketing, Digital Strategy, and Insights for a division renowned for collaborating with household names in non-fiction.

Launched in 2023, her consultancy’s insights have shaped campaigns for major books at Bloomsbury, including the global publishing phenomenon Sarah J. Maas, as well as strategic projects for Thames & Hudson, Granta Magazine and other leading cultural brands.

Recognised as the first cultural-sector winner on the global Social Intelligence Insider 50 list, alongside leaders from Ogilvy, Diageo, Mattel and L’Oréal, Caroline is known for her innovative use of digital audience insight to identify new growth opportunities.