Mary Yacob

Vita

Mary’s career began as an art director at Ogilvy Canada, where she developed a strong interest in understanding and strengthening brand loyalty. Moving into museum and exhibition design, she built on this experience by exploring the connection between visitor experience, engagement, and institutional identity. Highly attuned to the cultural identity and visitor experience, Mary pursued two Master’s degrees at KU Leuven, Belgium: a Master of Cultural Studies, where she analysed the influence of semiotics on design, and an Advanced Master of Digital Humanities, where she explored qualitative and quantitative data to uncover the underlying causes of audience responses and behaviour. Over the course of her career, Mary has conceptualised more than 20 museums across four continents. In 2023, Mary co-founded Muse. Today, she combines her expertise in museum experience, design, and audience research to help museums transform the voice of their visitors into meaningful insights and actionable data.