Crossley takes over from Jon Bodenham, who left PDSA last June. The incoming marketer has twice worked at the charity on secondment and joins from Cheltenham-based not-for-profit agency Tangible Response.
As he takes the marketing reins, Crossley sees his biggest challenge as generating new sources of income, particularly through corporate partnerships; he aims to raise about £50m to fund PDSA PetAid services. He will also build on the charity's traditional direct marketing programme.
PDSA cares for more than 350,000 pet patients every year, a service costing more than £48m. The charity is funded entirely by public support - mainly through donations, gifts in wills and trading.
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