The British Heart Foundation has recruited a private sector branding and marketing expert to lead its overhauled marketing, fundraising and engagement teams.

Claire Sadler, marketing director at insurance firm Direct Line and former group brand director at BT, is to become the charity’s executive director of marketing, fundraising and engagement.

The role was created as part of a streamlining of the BHF’s senior team as it looks to recover from a 50% income cut due to the Covid-19 pandemic.

This revamp has seen the charity’s six directorates reduced from eight to six and three senior executives leave, including director of fundraising Amanda Bringans and Carolan Davidge, director of marketing and engagement.

In her new role Sadler will be responsible for the charities fundraising, brand and marketing strategy, product development and marketing communications. The charity generates more than £100m from public fundraising, legacies, events, philanthropy and corporate partnerships.

Supporting the charity to adapt amid increasing interest among the public in online retail, as well as in cashless payment methods, are among Sadler’s priorities.
“The way we live and give to charity has changed enormously in recent years,” said Sadler.

“With the rise in a cashless society, increase in online shopping and changes in consumer habits, the way the brand engages with our supporters and raises charity income needs to change too. We need to ensure we can continue to fund life-saving research.

“It’s both a great honour and opportunity to join such a hugely talented and expert team who are committed to beating heartbreak forever.”

BHF chief executive Charmaine Griffiths added: “I’m absolutely delighted to welcome Claire to our talented BHF team. We have ambitious plans to protect and grow funds for our life saving work at a time when it has simply never been more needed. Claire’s experience and expertise will help us to inspire even more of our supporters with our vision to beat the heartbreak caused by heart and circulatory diseases.”

In July last year it emerged that hundreds of jobs were at risk at the charity due to a “devastating” income fall amid the pandemic.

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