Overview

In mid-2025, Coeliac UK embarked on a strategic transformation to unify its audience-facing functions under a single leadership role. The newly created Chief Engagement Officer position was designed to bring together marketing, digital, fundraising, membership services, and volunteering into one cohesive strategy. Charity People was appointed to lead the recruitment for this pivotal role, working in close partnership with the charity’s leadership team.

The Brief

This was a newly defined senior leadership role with a broad and ambitious remit. The Chief Engagement Officer would:

• Lead a newly formed Audience Engagement Directorate, overseeing the Heads of Marketing, Digital, and Fundraising.
• Develop and implement unified customer strategies across multiple functions.
• Act as brand guardian and media spokesperson, enhancing Coeliac UK’s visibility and reputation.
• Drive multi-channel campaigns to grow awareness, engagement, and income.
• Expand income streams through individual giving, corporate partnerships, grants, and events.
• Enhance the membership experience through tailored services and benefits.

The role required a rare blend of strategic vision, cross-functional leadership, and deep understanding of audience engagement in the charity sector.

Our Approach

Given the complexity and scope of the role, we assembled a dedicated project team led by Kevin Croasdale and Alice Wood, ensuring a blend of senior-level search expertise and sector insight.

Our approach included:

• In-depth stakeholder briefings with the CEO and senior leadership to shape the role profile and person specification.
• A targeted headhunting campaign, identifying senior leaders across income generation, marketing, and digital engagement.
• A bespoke social media and communications campaign, co-developed with Coeliac UK to reflect the organisation’s values and ambitions.
• Use of our trusted networks and inclusive recruitment practices to ensure a diverse and high-quality candidate pool.

We received over 160 applications, shortlisted 12 candidates, and supported Coeliac UK through a robust interview process with 6 final-stage candidates.

The Outcome

The successful candidate brought a strong track record of leading integrated engagement strategies across the charity and public sectors. Their appointment marked a significant step forward in Coeliac UK’s strategic journey, enabling the charity to deliver more cohesive, impactful engagement with its audiences and supporters.

The new Chief Engagement Officer is now leading a high-performing team, delivering unified campaigns, enhancing digital platforms, and driving income growth through innovative fundraising and membership strategies.

Why it worked?

• Collaborative partnership: Close working relationship with Coeliac UK’s leadership ensured alignment at every stage.
• Tailored search strategy: Combined headhunting, network outreach, and inclusive advertising to reach a broad and high-calibre audience.
• Deep sector insight: Our understanding of the evolving demands on charity leadership roles enabled us to identify candidates with the right blend of strategic and operational experience.