Hyde joins with a remit to lead the group’s PR, branding and corporate PR efforts.
She essentially replaces former press relations manager Caroline Miller, but takes on a refocused role.
Miller left in May to become head of publicity at visual arts publishing firm Phaidon Books.
At Sadler’s Wells, Hyde will help extend the venue’s appeal to new audiences and develop its corporate identity.
She heads a team of five – covering multimedia, PR and corporate affairs – and works with the venue’s retained agency Grandfield, which was hired in February as Sadler’s Wells’s first corporate PR consultancy (PRWeek, 14 February).
‘There’s a lot of work going into brand development and a corporate identity programme; we’re also looking to diversify and approach new audiences,’ said Hyde.
‘We’ll be expanding dance to cover a broader range of areas, moving into contemporary culture and linking with new audiences in music, fashion and art.’
She added the PR team will also work to raise the profile of CEO Jean-Luc Choplin, who was appointed last November.
The venue hired Grandfield shortly after Choplin’s appointment to develop corporate sponsorship opportunities.
Hyde joins Sadler’s Wells from the Royal Botanic Gardens, Kew, where she acted as head of PR.
Kew Gardens is yet to recruit her replacement, but it is understood the group is currently recruiting for a freelance consultant to head PR over the summer.