For the past twenty-five years Parminder has designed and delivered ground-breaking audience development initiatives for arts, broadcast, and heritage. Her work spans digital production with the BBC, supporting the Cultural Olympiad programme with Arts Council England, and inclusive programming.

Now Creative Director of one of Arts Council’s Creative People and Places programmes, Parminder co-leads Creative Black Country. Her role focusses on co -design, placemaking and amplifying the assets in the region through creative process.

Outside of her role, Parminder is an Area Council Member for Arts Council England, Trustee with Black Country Living Museum, and a Board Member of West Midlands Combined Authority Cultural Leadership Board.

Parminder is also a member of whg’s People and Governance Committee.