Sandra Broeren is Head of Marketing & Communications at Effenaar and Hit The City festival in Eindhoven. Her career has taken her from the commercial world of IKEA to the cultural sector, including Museum Boijmans Van Beuningen and TURF Festival, as well as the mental health sector, where she worked with Stichting 113 Zelfmoordpreventie and Steun na Zelfdoding. With a background in brand strategy, marketing and communications, and roots in electronic music and techno culture, she brings a broad perspective to the challenges facing today's live music venues. She is particularly interested in how cultural organisations can strengthen their social and cultural relevance while pursuing commercial ambitions and reaching new and diverse audiences.