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North joins from BBC Worldwide, where he was head of global superbrand development. He will be responsible for raising the profile of the charity and boosting donations and funding, as well as seeking corporate sponsorship.

With more than 18 years’ experience in marketing and communications at Bass Brewers and the BBC, North was responsible for relaunching Carling beer in 1998 and revitalising the BBC Sport brand between 2001 and 2004.

More recently, he has responsible for developing the positioning of the BBC One, Two, Three and Four channel brands.