Responsible for setting the overall vision and strategy to drive continued growth of the RSPB's 1.2 million-strong membership base. Leading a team of over 150 employees, I oversee the delivery of ambitious membership targets while ensuring an audience-led approach that delivers an inspiring member experience. I actively promote the RSPB and its membership both internally and externally, forging new partnerships and participating in public events. Collaborating with internal teams, I ensure robust governance to support a stable income stream, while identifying growth opportunities. I lead the RSPB's flagship Big Garden Birdwatch campaign. Through continuous team development, I ensure the highest standards of fundraising standards and compliance are held across the department. Additionally, I work with external specialists to stay informed about key trends in membership, ensuring the RSPB maintains its position as one of the UK's leading membership organisations.

Led and managed a multidisciplinary team to drive success in legacy and in-memoriam giving. Through collaborative efforts with internal teams such as Major Donors, Philanthropy and Corporate Partnerships, I ensured a cohesive approach to delivering exceptional supporter experiences and identifying new opportunities. Working with external agencies, I led on the creation of a personalised journey for legacy supporters. I also led a successful DRTV marketing campaign, including direct marketing channels to generate targeted volumes of new legacy leads. To expand the reach of the Legacy and In Memoriam Advisor Network, I developed growth plans, established key performance indicators, and led on the creation of a UK-wide In Memoriam giving campaign. By staying informed of key information and trends in legacy giving through collaboration with external specialists, I ensured the RSPB's continued leadership in this area. Additionally, I was responsible for managing the department's budget.

Successfully established this pilot post in Scotland by building strong relationships within the fundraising team and developing a strategic approach to Legacy Marketing in the country. Collaborating with the UK team, I played a key role in developing KPIs and setting targets for the Legacy Advisor network. During the challenges of the COVID-19 pandemic, when management was temporarily absent due to furlough, I led the small team to successfully achieve ambitious targets set prior to the pandemic. I provided specialised advice to supporters interested in leaving a legacy gift to the RSPB, and I served as the advocacy lead for legacies in Scotland, raising awareness of legacy giving both internally and externally to increase the number of gifts in Wills while mitigating potential reputational risks.

Developed a culture of high performance across three membership recruitment teams operating throughout Scotland. I ensured that both face-to-face membership fundraisers and reserve teams consistently achieved and exceeded targets. Responsible for ongoing analysis of business information and performance management to optimise return on investment, and I was responsible for the membership recruitment team budget. Additionally, I provided management support and delivered reserve-specific membership training, and I directly line managed the Scotland venue booking team.

I attended events and private locations, using effective sales techniques and storytelling to engage and inspire the public to become members. Achieved 120% of my annual target in just 10 months, exceeding all key performance indicators. To expand our reach, I developed relationships with new venues to accommodate the membership recruitment team. Demonstrating initiative, I independently booked and attended venues and events four days per week, ensuring a positive return on investment for each shift.

As a senior leader, I was responsible for developing and implementing comprehensive business strategies and overseeing the day-to-day operations of the company. I led from the front, and collaborated closely with department managers to ensure that design briefs were consistently met for our diverse client base, ranging from individuals to large corporations. I actively sought out new business opportunities, successfully pitching to potential clients and delivering exceptional customer service while providing tailored branding and marketing solutions. My consistent achievement of revenue targets was the driver for growth and profitability, leading to the expansion in to new business areas. Additionally, I played a crucial role in talent management, overseeing recruitment, line management, coaching, and training of staff at all levels, from junior to senior positions. I was also accountable for budgeting, including business plans and cash flow projections, and ensuring all VAT submissions were accurate and on time.

At Director level, I was responsible for developing business strategy, financial planning, managing day-to-day operations, and overseeing the timely production of up to 16 newspaper publications per month. I worked closely with clients to understand their advertising needs and ensure their requirements were met within individual publications. To maintain a steady flow of content, I developed strategic relationships with local businesses, organisations, political parties, and charities. Additionally, I oversaw recruitment and staff management, and implemented a successful strategy to reduce waste and recycling costs while minimising the financial burden on the company.