Leading communicator steps up to Marketing Director role
6th March 2013
Following the appointment of Marc Bell as Chief Executive, the award-winning UK mutual organisation benenden health today announces the internal appointment of Lawrence Christensen, former Head of Communications & Strategy, to the role of Marketing Director.
Lawrence firstly joined benenden health in 2008 as Head of Communications before then taking on an additional strategic direction role in 2011.
Lawrence Christensen said: ‘benenden health uses forward-thinking communications tools as a fundamental part of its marketing mix. I am proud to have developed a robust communications function ready to address future challenges and look forward to now managing the full range of marketing methods utilised within the organisation.’
Prior to joining benenden health, Lawrence had 10 years’ experience in the marketing sector with the Home Office, Help the Aged and managing an award-winning press office team at the British Library.
In his time with benenden health, he has overseen a major overhaul of the organisation’s communications strategy as well as formulating a campaign to highlight the benefit of ‘open eligibility’ to the organisation’s 900,000 strong membership in 2012.
2012 then saw benenden health successfully open up its membership to the UK population after 107 years of restricted membership, mainly within the public sector. This was followed by a complete rebrand in January 2013 and the launch of a major marketing strategy including prime-time TV advertising for the first time.
The dual appointment of a marketing specialist as Chief Executive and Lawrence as Marketing Director comes at a watershed moment as benenden health seeks to dramatically increase public awareness of its affordable mutual health and wellbeing services.
Lawrence said: ‘We have tough challenges ahead that I look forward to tackling with the able and talented team I have available to me.’