Sima Müderris

Sima Müderris is the Head of Audience Development at Qatar Museums, where she leads audience strategy across a portfolio of museums, cultural institutions and national initiatives. Her work brings together marketing, content, social media, partnerships, creators, digital platforms and audience insights to grow participation and strengthen cultural relevance.

Her experience spans culture, tourism, sport and government, with previous work across the FIFA World Cup Qatar 2022™, Turkish Airlines and Expedia Group. Throughout her career, she has built hundreds of strategic partnerships, led multidisciplinary teams and developed initiatives that connect institutions with diverse local and international audiences.

Sima is particularly interested in how cultural institutions build meaningful public relationships, expand their influence and create long-term social and cultural impact.

Sima Müderris will be speaking at the Museums & Social Media Summit 2026 :

From Followers to Cultural Communities

How can museums turn online followers into active cultural communities? Drawing on my experience at Qatar Museums, this session explores how social media, creators, partnerships, programming and physical experiences can work together to move audiences from discovery to participation, loyalty and advocacy.