Macmillan Cancer Support has appointed Kate Shanley as its top marketer following a merger with fellow charity Cancerbackup.
Shanley, who starts the newly created role with immediate effect, will be tasked with formulating a fresh marketing approach for the charity. She will report to Lynda Thomas and Hilary Cross, who share the director of external affairs title.
“I will be providing a marketing strategy which will both brand-build and stimulate, facilitate and fulfil all our beneficiary and supporter needs,” says Shanley. She has a brand team and a marketing solutions team who will both report to her.
“I want to ensure we develop the brand more experientially and harness the energy we have within our work force, supporters and all our networks,” she adds.
Following the merger with specialist information charity Cancerbackup, all information services will now be delivered under the sub-brand Macmillan Cancerbackup. Cancerbackup chairman Dr Maurice Slevin will also join the expanded board of Macmillan Cancer Support.
Shanley says the charity will now have a more “integrated” approach to marketing, with specific interest in fundraising.
Shanley was previously head of fundraising at Cancerbackup. Prior to that, she was individual head of giving at Help the Aged between 2002 and 2007. During her time at Help the Aged, she worked on the “we will” rebranding exercise.
Macmillan develops and provides a wide range of medical, practical, emotional and financial services, including the distribution of information. Cancerbackup is a specialist cancer information charity and a source of information on every form of cancer.