A New Direction
Case study
Following a restructure, A New Direction engaged me as an interim marketing and communications director to lead the team part time for six months until a permanent appointment was made.
A New Direction is the London-based, award-winning charity and Arts Council England National Portfolio Organisation (NPO) that creates opportunities for children and young people to develop their creativity.
Achievements included:
Led the marketing and communications team and advised senior leadership.
Developed a marketing and communications strategy aligned with A New Direction’s business plan, including marketing goals, KPIs and tactics.
Hired digital agency One Further to set up Google Analytics 4 and improve SEO for A New Direction’s three websites.
Commissioned freelance PR support to generate coverage for the I Am Festival for the first time resulting in an interview on BBC Radio London and a story on the BBC news website. The I Am Festival empowers Deaf, disabled, and neurodivergent young people to explore their creativity.
Created A New Direction’s first issues and crisis management plan.
“Andrew worked with A New Direction during a period of significant change and transformation. He was able to hold and support our reduced communications team through a period of shift and change. He reprioritised our focus and introduced new systems and approaches to maintain A New Direction’s communications output. He is a professional and generous colleague with a wealth of experience, contacts, and ideas. He was incredibly calm, clear and solutions focussed throughout and a pleasure to work with.”
Please note, during this period I stepped back from my role as a trustee of A New Direction.