Be United Welcomes Muse Greenwood as Chief Executive Officer
At Be United, creativity knows no barriers, and we believe our cultural ecosystems flourish when every voice is heard, celebrated, and empowered. As our organisation grows and extends its impact on Scotland’s cultural sector, the importance of visionary leadership remains as strong as ever – a principle that has guided Be United since our co-founder and CEO, Emma Sithole, first established the organisation over a decade ago.
As Emma embarks on an exciting new chapter of parenthood, we are delighted to announce Muse Greenwood as our Chief Executive Officer (Maternity Cover), bringing exceptional experience and insight to lead us through this next stage of growth.
Muse Greenwood is a seasoned executive with over three decades of experience spanning the creative industries, law, publishing, and community development. Her professional journey touches 14 of the 16 recognised creative industries, from performing arts and film to publishing, design, cultural education and more. This remarkable breadth of expertise not only showcases her versatility but also aligns perfectly with the diverse landscape Be United exists to strengthen.
Her career reflects a rare ability to combine cultural insight with strategic clarity, bearing direct relevance to Be United’s mission to advocate for, nurture, and champion Black people working in the performing arts, screen, and cultural events sectors in Scotland.
A Visionary Leader Bridging Creativity, Culture, and Strategic Excellence
Muse Greenwood is a dynamic, intuitive, and results-driven executive whose career spans over 30 years at the intersection of creative industries, strategic leadership, and community empowerment. With a First-Class BA (Hons), an LL.M in Intellectual Property and Contract Law, and an MA in Indigenous and Interreligious Studies, she brings a rare combination of intellectual rigour, cultural sensitivity, and entrepreneurial energy to her leadership style.
Muse’s background in the performing arts, as a choreographer, showrunner, and award-winning creative producer, fuels her passion for storytelling, identity, and inclusion. She has successfully translated these talents into high-impact leadership roles across sectors, including media, nonprofit governance, legal strategy, HR transformation, and community development. Notably, she co-created and produced a Warner Bros. affiliate children’s television show, ran a national arts magazine, and spearheaded arts-based health initiatives that gained institutional and corporate backing.
Her corporate career reflects a track record of building and leading diverse, high-performing teams, driving strategic growth, and advancing equity. From marketing and IP law to equity consulting and fundraising, she has proven her ability to turn creative vision into sustainable structures. Muse is also a gifted communicator and systems thinker who thrives in fast-paced environments requiring cultural intelligence and thoughtful innovation.
Muse’s leadership philosophy aligns perfectly with Be United’s mission, fostering inclusive arts, social justice, and youth development. Her life’s work demonstrates a deep commitment to empowering underrepresented voices, cultivating cross-sector partnerships, and delivering tangible impact across communities. With her extensive experience in both grassroots and institutional settings, she is uniquely positioned to lead Be United during this critical interim period, ensuring continuity, strategic clarity, and heart-centered stewardship.
What Lies Ahead – with Intention and Heart
We stand on the cusp of expanding our influence, building richer platforms, and deepening our partnerships across Scotland. With Creative Scotland’s Multi-Year Funding secured, this is not just a continuation, but a moment of amplified mission and opportunity.
Under Muse Greenwood’s leadership, Be United will continue to champion the voices of Black artists and cultural practitioners, ensuring their talents, stories, and perspectives are not only seen but celebrated. Her proven ability to balance cultural intuition with structural sustainability equips her to lead with both warmth and strategic rigour, guiding the organisation to strengthen its programmes, nurture emerging talent, and foster sustainable, high-impact initiatives. Her vision ensures that every decision made in Be United continues to be intentional, grounded in equity, and directed toward long-term creative and social impact.
This next chapter will see Be United embrace innovation, collaboration, and bold thinking, building on a legacy of excellence while pushing the boundaries of what is possible in Scotland’s performing arts, screen, and cultural events sectors.
A Warm Welcome
We are immensely pleased to welcome Muse Greenwood to the helm. Her stewardship heralds an extraordinary chapter for Be United, one defined by inclusive excellence, creative innovation, and collective impact.
Reflecting on her appointment, Muse Greenwood shared:
“I’m truly honoured to step into this leadership role and to support the team’s creative and cultural mission as we enter this exciting new chapter of growth.”
We look forward to the future with excitement and purpose, as Muse’s leadership ushers in a new era of creativity, opportunity, and empowerment for Scotland’s cultural community.
Be United is supported by Creative Scotland through its Multi-Year Funding programme, alongside Esmée Fairbairn Foundation, which also contributes to our work. The Robertson Trust specifically supports our Producing the Future programme, a 10-week training course for young event producers.
