The British Heart Foundation (BHF) has appointed Allison Swaine-Hughes as its new chief commercial officer.
Swaine-Hughes is set to lead the charity’s retail and commercial operations into “a new era of significant transformation within the charity retail sector and the re-use market”, according to BHF.
The exec has served as BHF’s retail director since 2018 and is set to take responsibility for the organisation’s 680 shops, e-commerce platforms, and wider commercial ventures following the retirement of commercial director Mike Taylor in December.
Swaine-Hughes has more than 30 years’ retail leadership experience, including senior roles at clothing brand Gap and grocery giant Asda.
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She is set to establish a new commercial leadership team to “drive forward commercial and retail operations” at the charity.
“I’m proud to lead BHF’s commercial operations. My focus will be on building resilience, embracing innovation, and ensuring our activities reflect our values – from sustainability to inclusivity – while driving income to fund lifesaving research across all our commercial ventures,” she said.
“Central to me taking up this role is the remarkable power of our team. My colleagues across the BHF – both staff and volunteers – consistently go above and beyond to make a real difference in the lives of others.”
She added: “I am deeply grateful for their dedication, passion, and unwavering commitment. It truly sets us apart and will power our new commercial leadership team as we navigate the retail landscape and drive positive change to fulfil our charitable mission.”
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