Ronald McDonald House UK · Interim Head of Brand, Communications and Digital Engagement
A new brand, launched and adopted in under nine months
Interim leadership through several knotty moments — an audit, a cross-team operating model, and a brand launched at pace.
At Ronald McDonald House UK, I joined on an interim basis to help launch and adopt a refreshed global brand, alongside a new website and an integrated multi-channel brand campaign, Family Stays, across cinema, OOH and digital.
Several knotty moments meant I needed to first audit internal skills and readiness, available insights and data gathering, ways of working between teams and departments, and leadership appetite for steer and involvement. Then I developed a project-based, cross-team collaborative approach with clear accountability and opportunities to flag and untangle blockers along the way. I commissioned and managed the creative and media agencies, securing pro-bono support and added-value media to stretch the budget further.
Once the brand was launched, to bring the new narrative to life, I led the co-creation of an integrated PR, brand and digital campaign that reimagined The Proclaimers' 'I'm Gonna Be (500 Miles)' as 'I'm Gonna Be (79 Miles)' with Pixie Lott and families across the Houses — built on the truth that families travel 79 miles on average to be with their seriously ill child in hospital, helping the charity increase awareness and understanding as well as income.
Nataliya led our team through a full brand modernisation with exceptional clarity, pace and ambition.
Under her leadership, we successfully launched an entirely new brand on schedule, aligned with our Global counterpart, something that simply wouldn’t have been possible without her strategic direction and ability to keep complex workstreams moving. Across nine months, she brought structure, focus and momentum to every part of our team. She navigated challenges with confidence, resolving issues quickly and appropriately, and ensuring the team always felt supported and aligned.
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