Lincoln, England, United Kingdom
With over one and a half years as Director of Income Generation at St Barnabas Hospice, I lead strategic efforts in fundraising, marketing, and retail to advance sustainable income streams and ensure the long-term resilience of our services across Lincolnshire. My role focuses on developing a multi-channel income strategy, fostering innovative campaigns, enhancing donor stewardship, and building meaningful relationships with supporters, partners, and stakeholders. A key facet of my leadership includes overseeing CRM transformation and embedding data-led decision-making to optimize segmentation and retention while improving the supporter experience. With expertise in strategic leadership, brand management, and board-level engagement, my work is rooted in driving growth, fostering collaboration, and securing impactful outcomes to strengthen the charitable sector.
I provide strategic leadership across fundraising, marketing, and retail to secure sustainable income for St Barnabas Hospice and strengthen the long-term resilience of our services across Lincolnshire. I lead the development and delivery of a multi-stream income strategy, covering individual giving, legacy, corporate, community, lottery, and retail. This includes driving innovative campaigns, elevating donor stewardship, and building meaningful relationships with supporters, partners, and key stakeholders. A core part of my role is overseeing our CRM transformation and embedding data-led decision making. I work with teams to improve supporter experience, optimise segmentation, and strengthen retention and lifetime value. Alongside income generation, I direct the hospice’s marketing and communications strategy—enhancing brand visibility, digital engagement, and impactful storytelling. This includes performance-driven digital activity, SEO, content strategy, and consistent brand governance across the organisation. I also provide strategic oversight of our retail portfolio, ensuring commercial performance, operational excellence, and a strong volunteer and customer experience. This includes shaping our retail growth plans, improving Gift Aid conversion, and embedding compliance and sustainability across the network. I am committed to developing high-performing teams, building a collaborative culture, and driving innovation and continuous improvement. My focus is securing the financial future of hospice care so that local people continue to receive exceptional support when they need it most.