C the Culture

Christina Østerby




+45 2551 7904



C the Culture

I help bring the heart of the customer to the heart of your organization – and to make a business out of it.


Seeking to revisit your business workflow or to implement strategic organisational initiatives? I promise you a personalized process to advance your business.


Looking for a partner to provide a core narrative, data structure or analytic measures to advance business, loyalty and engage more customers?


My combination of strategic, data and digital know-how will help to excel your business.

Speaker and facilitator

Conference speaker and workshop facilitator in Denmark, Europe and North America.


With passion for arts, culture, and people I thrive to grow your business using data driven decisions and 20+ years of knowledge working within cultural institutions.

I promise to deliver a fervently and careful effort so that we can create a useful basis of value that is based on evidence and filled with executable goals together.

The success for me is to create an informed basis on which strategic focus areas can be prioritized, to help create a better mutual understanding of the task to be taken up – both among your employees but also with your CEO/board/stakeholders to make sure that we together can state:

We do change!


  • 2022 - Commercial Director Royal Opera House in London. Working to achieve an integrated commercial success by combining technical knowledge with marketing, data and brand skills.
  • 2021 - CEO at C the Culture. Independent consultant in my own company, C the Culture, where I advise cultural institutions on Strategy, Change Management, and Business Development.
  • 2018 - 2021 CEO Gyldendals Bogklubber. I oversaw the business of running the community of loyalty clubs for readers in Denmark. With multiple membership clubs we throve to create a close and relevant relationship between the writer and the reader. Our goal was to support the joy of reading in Denmark.
  • 2017 - Chair of the Board at Scenit who operates a nationwide dissemination organization with the purpose to promote sales, visibility, accessibility, and documentation of professional performing arts in Denmark through digital- and partnership-based solutions. Also member of the advisory boards at Musikhuset Aarhus and BARC.
  • 2008 - Speaker and moderater. Given 50+ presentations, and participated in several Peer-to-peers.
  • 2000 - 2018 Executive Director of Programming, Strategic Analytics and Sales at The Royal Danish Theatre. My job was to have a broad and comprehensive knowledge of all matters related to the business of The Royal Danish Theatre with an eye towards identifying new sales prospects, driving business growth and requirements for product development.

About Christina

A Creative Approach to Leadership, Customer Experience and Strategy Implementation. Always with unconditionally loyalty to the arts.

Have worked with Executive Management, Change Management and Operations 20+ years in the field between the artistic and the commercial.

My flair for strategy and my strong persistence is what helps create a cohesive and high-performing organization where the cooperation between CEO and COO (and between CEO and Board of Directors) improves and creates resilience.

My core competence is to work evidence-based, whether at strategic or everyday level. At Gyldendal and the Royal Danish Theatre, I was responsible for the overall BtC strategy and System Portfolio, Strategic Partnerships, Customer Satisfaction, Strategic use of data and the planning of content and repertoire.

I have a training as a process consultant and as a coach. Graduated at Disney’s in customer experience and service design as well as in the use of Alexander Osterwalder’s Business Model Canvas.

I have worked with performing arts since 1994 and my network is both Danish and international through board positions in Scenit, Musikhuset Aarhus and BARC as well as via 50+ presentations at conferences around the world.

Get in touch

Are you looking for a interlocutor or getting curios…?

Please do not hesitate to get in touch weather you are looking to shape you Strategy, do some Business Development or Change Management.

I’m always ready to have a coffee and to learn more about you!

CVR: 42490792
EMAIL: christina@ctheculture.com
WEBSITE: ctheculture.com