Early Career: The Box Office Days
Shereden's career in theatre began with a focus on selling tickets. She started at the Cambridge Arts Theatre Box Office, using paper plans, ticket stubs, and coloured pencils to manage sales. After a few happy years there, she moved to the Theatre Royal Box Office in Bath, where she encountered the new world of computerised systems. This sparked an interest in marketing, leading to her next move into the Marketing Department at the New Theatre Cardiff.
Building Marketing Expertise in Cardiff
Shereden spent five years in Cardiff, honing her skills in theatre marketing. Along with her in-house experience, she received additional training through TMA courses, including Druidstone and Walking the Tightrope. This period allowed her to gain valuable expertise in the field, but her desire for new challenges led her to transition from venue marketing to working for a theatre company.
The Move to Oxford Stage Company
Her next step was joining the Oxford Stage Company (OSC) as Marketing Manager under the direction of John Retallack. Shereden managed productions such as Hamlet, My Mother Said I Never Should, Junk, and Dario Fo's The Comic Mysteries, all of which toured the UK. This role further solidified her expertise in managing nationwide theatre productions.
Shaftesbury Avenue and Commercial Theatre
Shereden’s career eventually brought her to London’s Shaftesbury Avenue, where she became Marketing Manager of Turnstyle (now Ambassador Theatre Group). Her focus shifted towards commercial theatre, working on notable productions like The Rocky Horror Show 25th anniversary tour starring Jason Donovan and Soul Train starring Sheila Ferguson. She also handled major projects like the co-production of The Weir with the Royal Court, and the launch of the New Ambassador Theatre for Sonia Friedman.
Going Freelance
Shereden eventually ventured out on her own, with Manchester Royal Exchange as her first client. She managed several tours, including Apassionata, Australian Dance Theatre, Balamory Live!, and Dance Theatre of Harlem. She also took on roles as Marketing Manager for various theatres across the country, such as Wycombe Swan, Richmond Theatre, and Milton Keynes Theatre.
Launching Dressing Room 5
Shereden founded Dressing Room 5 with an office in Greenwich, focusing on touring shows. Her projects included the BBC Worldwide arena tour of The Tweenies, National Theatre’s The Good Woman of Setzuan, Thomas the Tank Engine, and CBeebies Live! After moving the office to Soho in 2006, Shereden was joined by Mark Dooley, allowing the company to expand into new directions and opportunities in theatre marketing.