Broe is tasked with building the Eden Project’s brand and expanding it into further events and areas.
She will take responsibility for creative planning, business development and marketing for existing and new projects.
The charity is also planning a “high-level” expansion strategy for its community initiative The Big Lunch, which encourages people to sit down with their neighbours for lunch on one day a year, to improve community relations.
It hopes to grow the event internationally, increase the number of participants and brand partners for the 2012 Big Jubilee Lunch in support of The Queen’s Diamond Jubilee.
Whilst at MasterCard, Broe was responsible for signing the financial services brand as the first corporate partner of The Big Lunch in 2009.
Broe says: “I’ve long admired the Eden Project as a highly creative organisation which gets things done, often against the odds. As well as running a hugely-successful tourist destination which contributes millions to the economy, it’s a true social enterprise, which runs an astonishing number and range of transformational social and environmental programmes at home and globally.
She left MasterCard as group head of marketing for Europe after 15 years. During this time she also had a stints as marketing director for the UK and Ireland.
If you are proud of the results of your strategy then enter the Charity and Voluntary and Sector in the Marketing Week Engage Awards 2012. Click here for details.