Cancer Research Campaign is creating a marketing role at director level for the first time in its 75-year history.
The UK’s third biggest charity is looking to step up its marketing activities through a director of marketing and fundraising, who will report to director general Professor Gordon McVie.
The position replaces that of appeals director and is the first to oversee the marketing process. Marketing manager Tim Andrews looks after the charity’s direct marketing activity and the charity has just appointed a director of retail, David Shaw.
“We are extending the role to encompass marketing and looking for someone with that extra edge to bring a marketing perspective to the job.
“We have changed the name [of the role] to acknowledge that…we need to market ourselves a bit more professionally,” says director of communications Susan Osborne.
Osborne adds that the charity, which has 250 stores nationwide, is also exploring sponsored television advertising for the first time.
The increase in marketing activity follows the launch of Cancer Research own-brand sun protection lotions and the success of the starflower advertising campaign, with which the charity has introduced its own emblem.
Osborne says that the charity intends to market both in the future.