Transforming giving at the UK's leading charity, Cancer Research UK

Led strategy for £5m+ pitch win, developing Direct Giving’s new proposition, ‘Collective Triumph’, informing the successful ’Thank You’ campaign (using TV, print, experiential, digital and DM). Led the marketing transformation of Direct Giving department (£115m+ PA business) from a direct ‘push’ to digital ‘pull’ business model. ‘Be Part of the Crick’s DNA’ fundraising campaign for the world-leading Francis Crick research centre established a successful template for a reciprocal, ‘donor led’ model. Developed and sold the Legacy Giving 5-year business case securing £10m incremental investment needed to grow towards £200m income target by 2020 from £150m in 2015. Planned Legacy Giving’s most successful campaign ever, driving 2:1 ROI within 3 weeks and unprecedented engagement (visits and dwell time) across TV, DM and digital. Developed business case and led strategy / implementation for VR Life Garden campaign, which has won an IAB, 2 Gold MAA awards, a Gold and two Bronze DMAs and a Bronze RHA award.