01 / About
Cultivact / Practice
About
Cultivact.
Cultivact operates at the intersection of culture, strategy, and action.
In brief
Cultivact is a cultural strategy and delivery practice — a global network of senior practitioners rather than a conventional firm. We serve cultural organisations, public partners, funders, festivals, networks, and governments working in and with the Global South. Registered in Aotearoa New Zealand, we work internationally, assembling teams project by project across Asia, the Middle East and North Africa, Sub-Saharan Africa, Europe, Oceania, and North America.
Position
We work with organisations, governments, and cultural leaders to shape, strengthen, and scale cultural ecosystems across the Global South and in dialogue with the world.
Our work is grounded in lived experience across regions, sectors, and disciplines. It brings together perspectives from cultural leadership, policy, creative practice, research, technology, and institutional development.
This breadth allows us to engage with complexity, not simplify it, and to design responses that are both context-specific and globally relevant.
From defining direction to enabling delivery. From long-term system building to immediate, high-impact interventions. At its core, Cultivact exists to grow cultural value, translating that value into real, measurable outcomes.
Three
modes of practice.
We move fluidly between thinking and doing, defining direction, enabling delivery, and building long-term value across cultural ecosystems.
01
Define
Direction.
Strategic clarity for leaders navigating cultural change, sector transitions, and new operating contexts.
02
Enable
Delivery.
Hands-on implementation that turns strategy into measurable, real-world outcomes on the ground.
03
Build
Long-term Value.
Stewardship of creative ecosystems, organisational culture, talent, audiences, and capital, over years, not quarters.
11 practitioners
People.
Cultivact brings together a global network of practitioners working across culture, policy, research, technology, creative practice, leadership, and institutional development.
Cultivact is not a conventional firm with a fixed staff. We assemble a team for each engagement from a trusted international network of senior practitioners, so every project carries deep regional knowledge and the right technical depth.
Europe · MENA · S. Asia
Aurélie Salvaire
DEI strategist, facilitator, leadership coach, and founder of Shiftbalance.
Africa · Caribbean · Indian Ocean
Avril Joffe
Cultural policy specialist, creative economy strategist, and UNESCO Chair.
South Asia · Australia
Dr Nadeem Malik
Development scholar, arts researcher, and impact assessment specialist.
Aotearoa · Asia · N. America
Faisal Zahid
Technology architect, AI advisor, and digital transformation specialist.
Africa · Pan-African
Firdoze Bulbulia
Producer, director, media activist, and children's media leader.
Australia · International
Helen Hristofski
Not-for-profit leader, creative producer, and youth engagement strategist.
UK · India · Global
Jonathan Kennedy
International arts leader, strategist, and cultural relations specialist.
Germany · International
Julia Dina Hesse
Dramaturge, director, cultural strategist, and theatre-for-young-audiences specialist.
Pakistan · Aotearoa · Global
Shoaib Iqbal
Arts and cultural manager, festival founder, and strategy practitioner.
South Africa · Global
Yvette Hardie
Theatre director, producer, educator, and international advocate for young audiences.
A network, not a roster.
We assemble teams for each engagement, pairing the right practitioners with each context so every project carries deep regional knowledge, technical depth, and the right strategic instinct.
Book a 30-minute conversation →We welcome enquiries from senior practitioners working across the Global South.
Etymology
Cultivact.
"Cultivact" combines the ideas of cultivation and action. The name signals a practice that both nurtures and activates.
It reflects long-term stewardship of creative ecosystems, organisational culture, talent, audiences, and capital, while also pointing to decisive action, measurable results, and the movement from ideas into practice.
We grow cultural value through decisive action.
Let's grow what's worth growing.
Aurélie Salvaire
DEI strategist, facilitator, leadership coach, and founder of Shiftbalance.
Aurélie Salvaire is an internationally recognised DEI strategist, facilitator and leadership coach with twenty years of experience shaping organisational culture across Europe, the Middle East, Africa and South Asia. A graduate of HEC Paris with further study at Thunderbird School of Global Management, she combines strategic insight with deep expertise in psychological safety, unconscious bias, neurodiversity and inclusive leadership.
Aurélie is the founder and CEO of Shiftbalance, a global consultancy that partners with UN agencies, international NGOs and major corporations to embed diversity, equity and inclusion across systems and teams. Under her leadership, Shiftbalance has grown into a network of more than 200 global facilitators delivering DEI audits, organisational strategies and transformational training programmes. Her portfolio includes major collaborations with WHO, UNHCR, UNAIDS, UNICEF, UNFPA, WFP, FAO, UNOPS, Airbus, Chanel, Orange and LinkedIn, designing initiatives that strengthen inclusion, improve team cohesion and reshape leadership practice.
A former curator of TEDxBarcelonaWomen, Aurélie is also an accomplished public speaker and author of Balance the World, a practical guide to gender equity. Fluent in English, French and Spanish, she is known for creating courageous, human-centred spaces in complex environments and guiding organisations toward more equitable, adaptive and mission-aligned cultures.
Avril Joffe
Cultural policy specialist, creative economy strategist, and UNESCO Chair.
Avril Joffe is a leading cultural policy specialist and creative economy strategist whose work has shaped cultural systems across Africa, Europe, the Caribbean and the Indian Ocean region. She is the UNESCO Chair in Cultural Entrepreneurship and Policy at the University of the Witwatersrand and a long-standing member of UNESCO's global Expert Facility on Cultural Policy and Governance. Her assignments for UNESCO include developing national creative industries strategies for the Governments of Seychelles and Mauritius, building frameworks that advance cultural governance, economic sustainability and sector-wide growth.
With an MPhil in Development Studies from the University of Sussex and degrees in Economics and Industrial Sociology from the University of the Witwatersrand, Avril brings a strong analytical foundation to policy design, institutional development and cultural leadership. She has advised governments, international agencies and major cultural institutions on cultural economy reform, cultural cooperation programmes and evaluation, arts funding systems, cultural rights, and the strengthening of creative entrepreneurship.
Avril also serves on the Global Creative Economy Council supported by the UK's Policy and Evidence Centre and the British Council, contributing to global research agendas on creative industries and cultural policy innovation as well as the International Cultural Relations Research Alliance. Her work blends strategic insight with deep sector knowledge, making her one of the most respected voices in cultural governance, creative industries development and evidence-based policymaking internationally.
Dr Nadeem Malik
Development scholar, arts researcher, and impact assessment specialist.
Dr Nadeem Malik is a development scholar and arts researcher with more than twenty years of experience working across academia, cultural policy and social impact assessment. He holds a PhD in Development Studies from the University of Melbourne, where he has taught and supervised research in anthropology, governance, civil society and social impact evaluation since 2007. His earlier background as a professional artist and designer informs a multidisciplinary perspective that bridges creative practice with rigorous academic analysis.
Nadeem's research spans Pakistan, India, Bangladesh, Sri Lanka and Afghanistan, with a broader focus on South Asian politics, culture and development systems. His work includes extensive studies in monitoring and evaluation, community impact, gender, governance and the intersections of arts, culture and social change. He has completed major research projects and assessments for international development agencies, foundations and NGOs, and has contributed to policy-oriented publications for government and global institutions.
He has authored multiple books with Routledge, Springer and Oxford University Press, and serves on the editorial board of Dialectical Anthropology. Nadeem brings deep expertise in research design, impact frameworks and data analysis to Cultivact, supporting evidence-based strategies for cultural organisations seeking meaningful, measurable and community-centred outcomes.
Faisal Zahid
Technology architect, AI advisor, and digital transformation specialist.
Faisal Zahid is a senior technology architect and advisor with a strong record of building intelligent, scalable systems for global organisations. His career bridges advanced technical research, product strategy and enterprise innovation, with more than fifteen years working across Asia, North America and the Pacific. Faisal's background includes graduate research at Stanford University, where he focused on network monitoring and data visualization, and a Bachelor's degree in Networks, Web Technologies and Entrepreneurship from NUST.
As CEO of CraftyPixels in New Zealand, Faisal leads the development of high-personalisation platforms that help enterprises design adaptive, customer-centred digital journeys. His work integrates AI-driven decisioning, modern data architectures and human-centric design to support organisations looking to operate with agility and scale.
Since 2021, Faisal has also served as a Senior Full Stack Technology Consultant with ANNUITAS, advising on system architecture, integrations and go-to-market technology. His guidance supports advanced demand-generation ecosystems, helping global teams optimise CMS infrastructure and implement meaningful, data-powered personalisation.
Faisal is a Fellow of the Edmund Hillary Fellowship, a community of international entrepreneurs shaping solutions with global impact from Aotearoa New Zealand. His practice blends technical depth with strategic insight, making him a sought-after advisor for organisations navigating AI, digital transformation and future-ready innovation.
Firdoze Bulbulia
Producer, director, media activist, and children's media leader.
Firdoze Bulbulia is an award-winning producer, director and media activist whose work has shaped children's media, cultural policy and creative practice across Africa and beyond. She holds a Master's degree in African Studies from Ohio University, an Honours degree in Dramatic Arts from the University of the Witwatersrand, and Licentiates in Drama from Trinity College London. Alongside a Teacher's Diploma, she has completed her PhD in Art, Design and Architecture, exploring creative practice, memory and political resistance during apartheid.
Her career spans feature film production, theatre direction and pan-African media innovation. She has produced six feature films, co-founded Africa's Best Channel in Nigeria, and developed influential children's media projects, including Mandela's Africa and the Nelson Mandela Children's Film Festival, where she serves as Festival Director. She is also the founder and host of The FShow, a digital forum for critical dialogue with global cultural thinkers.
Firdoze has held significant leadership roles in continental and international cultural networks. She chaired the Children and Broadcasting Foundation for Africa and directed the 5th World Summit on Media for Children, while also serving two terms as President of CIFEJ. Her work reflects a long-standing commitment to Pan-Africanism, social justice and feminist praxis, using the arts as a catalyst for activism, memory and collective transformation.
Helen Hristofski
Not-for-profit leader, creative producer, and youth engagement strategist.
Helen Hristofski is a seasoned not-for-profit leader and creative producer with more than twenty years of experience advancing opportunities for young people, artists and communities. Her career spans senior leadership roles across Australia's cultural sector, where she has guided organisations through growth, renewal and strategic repositioning. Helen has designed and scaled nationally recognised youth engagement and creative learning programs, and produced award-winning live performances across theatre, dance and multidisciplinary practice.
Known for her strategic clarity and collaborative style, Helen thrives in complex environments where partnership-building, organisational change and mission-driven design intersect. Her work is grounded in rigorous governance, evidence-based practice and a commitment to ethical, community-centred leadership. She is a strong advocate for First Nations engagement, sustainability and pathways that support young people to flourish.
Helen is currently completing an MBA at Melbourne Business School, strengthening her expertise in data-informed strategy, innovation and executive leadership. She also holds a Bachelor of Arts in Arts Management from Edith Cowan University and is an alum of Creative Australia's Arts Leadership Programme.
Across all her roles, Helen brings a future-focused perspective shaped by international networks, cross-sector collaboration and a belief in the power of creativity to build resilient, connected communities.
Jonathan Kennedy
International arts leader, strategist, and cultural relations specialist.
Jonathan Kennedy is a senior international arts director with over 30 years experience across the creative economy and cultural industries. His work spans government, non-profit, and commercial arts and education sectors, with a strong focus on international cultural relations, public diplomacy, and building high-impact partnerships driving creative, social and economic growth.
He has held key leadership roles with the British Council, including Director Arts India and Programme Lead for the UK at La Biennale di Venezia. In these roles, he has delivered large-scale, multi-million-pound programmes, working with governments and cultural institutions to strengthen creative economies and expand global collaboration.
Previously a theatre producer, as Executive Director of Tara Theatre in London, he led a major development building the award-winning cross-cultural theatre, a first for the UK; and founded the Black Theatre Live touring consortium, supporting a generation of diverse artists to thrive and grow, transferring theatre to London's West End, co-producing with the National Theatre and regional theatres and touring productions nationally and internationally.
Jonathan brings deep expertise in strategy, culture policy, research and organisational leadership, with a consistent commitment to equity, diversity, and inclusion, environmental sustainability and digital innovation in arts and creative industries.
Julia Dina Hesse
Dramaturge, director, cultural strategist, and theatre-for-young-audiences specialist.
Julia Dina Hesse is a globally-engaged director, researcher and cultural strategist whose work spans multiple countries and contexts, focused on performing arts for children and young audiences. She studied German philology, philosophy and cultural management in Germany and France, before embarking on professional roles in the cultural sector, particularly in theatres and independent projects, where she has worked in artistic direction as well as in communications and public relations.
Julia is an experienced facilitator for national and international conferences, workshops and cultural events, in German, English and French. Her facilitation is characterised by in-depth expertise, interdisciplinary thinking and a dialogue-oriented approach. She creates spaces for exchange and interaction, from expert panels and creative labs to participatory discussion formats.
Since 2014, she has been a lecturer at the University of Münster, specialising in culture as a driver of innovation and education for sustainable development. Since 2021 she has held senior governance roles with the global network ASSITEJ International and serves on its Executive Committee, bringing global networks and youth-centred arts policy to her practice.
Julia brings a rich international portfolio of collaborations, project management and leadership and cross-border arts education, making her a powerful asset in shaping cultural strategy, audience engagement and inclusive creative platforms.
Ruchira Das
Arts leader, cultural strategist, and founder of ThinkArts.
Ruchira Das is a respected arts leader whose career reflects a deep commitment to widening cultural access and shaping sustainable artistic ecosystems. After beginning her professional life in the corporate sector, she made a deliberate shift to work in the arts, building more than fifteen years of experience across India before founding ThinkArts in 2013.
Ruchira's practice spans strategic planning, cultural leadership, artistic programming, and sector development. She serves as Deputy Director of ARThink South Asia, works with educational and arts institutions as a consultant, and has held senior roles that shape national and international cultural dialogue. As Director Arts India at the British Council from 2023 to 2025, she led major partnerships and sector-wide initiatives, strengthening India's global cultural engagement.
She is currently Artistic Director at Arthshila, contributing to the growth of interdisciplinary arts centres across India, including Santiniketan, Ahmedabad, Goa, and New Delhi. Her work consistently bridges artistic vision with organisational insight, helping institutions build impactful, internationally connected programmes.
Shoaib Iqbal
Arts and cultural manager, festival founder, and strategy practitioner.
Shoaib Iqbal is an experienced arts and cultural manager whose work spans more than two decades across South Asia, the Middle East, the United States, Europe and the Pacific. He is the founder of The Little Art, a pioneering Pakistan-based organisation that uses film, visual culture and creative learning to empower children and young people. His leadership has shaped major national and international festivals across film, digital art, design and the performing arts, positioning him as a central voice in youth-focused creative practice.
Shoaib's international trajectory includes advanced training at the DeVos Institute of Arts Management at the Kennedy Center in Washington DC, postgraduate study in Arts and Cultural Management in Germany, and fellowships with the Asia Society, the International Society of Performing Arts, Acumen, ArtThink South Asia and the Edmund Hillary Fellowship in New Zealand. He has advised global institutions including UNESCO, the British Council and the Government of Sharjah, contributing to cultural policy, organisational strategy and cross-border collaboration.
With expertise in fundraising, communications, project design, audience development and impact-driven programming, Shoaib brings a strategic and socially engaged approach to arts leadership. His work consistently champions equitable access, creative innovation and cultural exchange, reflecting a long-standing commitment to the role of the arts in social transformation.
Yvette Hardie
Theatre director, producer, educator, and international advocate for young audiences.
Yvette Hardie is a leader in the global cultural and creative space with more than 30 years of experience as a theatre director, producer, educator and advocate and a strong focus on performance for young audiences. She founded ASSITEJ South Africa in 2007 and continues to lead the organisation as National Director. From 2011 to 2021, she served as President of ASSITEJ International, a global network spanning more than 100 countries, and now holds the title of Honorary President.
She has played a key role in shaping major international platforms, including leading the 19th ASSITEJ World Congress and Performing Arts Festival, Cradle of Creativity, hosted in Africa for the first time in 2017. Her producing work includes international tours of the acclaimed Truth in Translation, Mother to Mother, and Pieces of Me. As a director, her credits include The Ogreling, which has toured across several African countries.
Alongside her artistic work, Yvette has made a significant contribution to arts education. She has written national curricula and textbooks and previously led the Drama Department at the National School of the Arts, holding an MA in Theatre Practice.
Her work has earned international recognition, including the Mickey Miner Award for her impact on theatre for young audiences worldwide and, locally, the Naledi Executive Directors' Award for the Take a Child to the Theatre Campaign.