He is tasked with building corporate partnerships and developing new revenue streams and takes the position previously held by Mike Crossley. He has been covering the role in an interim capacity for several months.
Cole will oversee income generation and brand awareness initiatives across disciplines including direct marketing, fundraising, PR and digital. He is promoted from deputy director – direct marketing and PDSA is now hunting for a head of direct marketing.
Cole joined PDSA in 2004 and has worked on the supporter acquisition strategy and developed and the charity’s digital marketing activity.
He started his marketing career at American Express and has held senior marketing roles at Thomas Cook, Charles Schwab Europe and The Budget Insurance Group.
He says: “Like most charities, PDSA has been hit by the recession and we’re still experiencing its effects. Demand for PDSA’s services has rocketed, while supporters have less funds to give and legacy income is down due in part to a waning housing market.”
The Shropshire-based charity, which provides free treatment for pets of people on means-tested benefits, recently launched a £6m capital appeal to help build three new pet hospitals. Its funding comes purely from donations and proceeds from 170 high street charity stores.
In 2001, the charity ditched its former title of People’s Dispensary for Sick Animals in favour of its current name. The change was supported by a campaign created by Team Saatchi and aimed to promote the still-existing strapline “For Pets In Need Of Vets”.