The British Red Cross has appointed former Saga, Barclaycard and British Airways marketing chief Stuart Beamish to oversee its fundraising and marketing activity.
Beamish, who takes on the new role of executive director for income generation and marketing, will lead the charity’s fundraising, brand building, and corporate marketing strategies.
He effectively succeeds Paul Amadi, the former chief supporter officer who stepped down at the end of 2025, although the updated job title is designed to reflect a broad strategic focus on driving sustainable income to support crisis victims globally.
Before moving into the non-profit sector, Beamish spent the vast majority of his career as a high-profile marketing leader in the private corporate sector.
He served over five years as chief customer officer at Saga, leading the 2021 £8.5m brand relaunch centred around the “Experience is Everything” campaign, devised by VCCP.
Beamish also held senior marketing and loyalty programme director roles at British Airways, where he managed the global loyalty strategy for 13 years, Virgin Atlantic, and Barclaycard.
He joins the charity later this month, following a spell as an independent marketing consultant.
Beamish said: “I am incredibly excited to be joining the British Red Cross at such an important time. The charity is doing extraordinary work in the UK and around the world, supported by talented colleagues, volunteers and supporters. I’m looking forward to broadening support for that work and enabling even greater impact in the years ahead.”
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