Cancer Research UK appoints first consumer insights chief

Cancer Research UK has appointed Luba Kassova, former BBC head of audiences, to a newly created head of insight role.


Kassova will be responsible for “maximising the impact” of the charity’s insight activities to ensure that it responds to the needs of existing and potential supporters. She will also lead on developing innovative fundraising strategies.

During her three years at the BBC, Kassova is credited with putting in place streamlined processes for consumer monitoring across all its digital platforms.

Prior to the BBC, Kassova was head of consumer insight at BT Vision, responsible for on-demand programming, marketing and communications strategy.

She will report to Cancer Research’s director of strategy Nick Grant.

He says: “Her role will be instrumental in helping to support our fundraising initiatives, ensuring that new campaign ideas are tested and researched effectively. This is vital in helping to ensure that the charity’s campaigns reflect the needs of our supporters which in turn will help the charity to raise vital funds for its life saving work.”

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