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More about Maxine Morse

London Expert

Maxine Morse is a consultant specialising in the consumer experience for clients operating within central London. 


She focuses on assisting organisations within the performing arts, live music and fine dining.


Maxine blogs about London life at


Maxine Morse is the eldest of four children of the Egyptian pharmacist Adli Zaki Tadros who held Royal Warrants for the Queen and the Prince of Wales.


Her father had a Victorian pharmacy in Belgravia. She spent significant parts of her childhood touring London on the top of a red double decker bus clutching a Red Rover pass, or with her nose pressed against the glass cabinets the V&A jewellery room deciding her favourite piece.


In 1970, her parents took her to Egypt for the first time. She experienced new delights; the smell of jasmine and the tastes of mango and limes. She has vivid recollections of being taken by her Egyptologist uncle to the mysterious anterooms of the pyramids in Giza and Saqquara and seeing the embalmed bodies of the pharaohs in the Cairo museum.

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Maxine attended Rosary Priory in Bushey, Hertfordshire. She has a BA (Hons) in American Studies, an MA in English and a Post Graduate Certificate in Education from Sussex University. Her Masters' dissertation is on Feminist Theatre. She has recently completed Reviewing the Performing Arts at Harvard University and Blogging and Writing for Online Audiences at Cambridge University. She trained as an opera critic on ENO Response, a scheme funded by the English National Opera and mentored by Critics' Circle.

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In the late1980s, she was married to the academic, David Morse, who wrote numerous books in the fields of critical theory, semiotics and romanticism. She now lives in West London.


She was selected to take the highly competitive Project Author course at Datasolve UK. Her early career was spent as a courseware designer and project manager at Intra Systems, Interactive Information Systems and Rediffusion Simulation.


In the 1990s, Longman Publishing acquired Rank Training and she was appointed as Director of Product Development and Marketing. Her role involved making drama-based films at Pinewood Studios with notable actors such as Edward J Fox. Subsequently, she undertook a comparable executive position at BBC Business where she was responsible for UK and international operations and worked with leading thinkers such as Richard Tanner Pascale and John Harvey Jones creating commercial products based on their television output. 


As the owner-director of Neon eLearning Ltd, she worked on several long-term contracts, primarily for blue chips in the fields of merchant banking, government and health and safety. She introduced e-learning into the Chartered Institute of Environmental Health and the European Centre for Disease Control. Neil Rackham, the number one best selling business author, hired her to convert his book, Rethinking the Sales Force, into an interactive e-learning product.


She is author of three e-books in the field of e-learning design and cultural adaptation for E-learning Guru Publications Ltd.


She spends her social life observing, strolling and flaneuring her way round London. She enjoys sniffing out new restaurants and watching mixologists juggle and pour from height. Most evenings she can be found enthralled in West End shows or in her favourite stalls seat at the opera.


She frequents the Phoenix Arts Club, Café Boheme, Upstairs at Ronnie Scotts and the American Bar.

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