Cheryl is currently Senior Brand Communications Manager at Bupa UK, a leading healthcare company supporting over four million customers with their health, care and wellbeing needs. She is responsible for defining and implementing a national brand communications strategy, and TTL plan, to build brand equity and drive commercial value for the UK businesses. Cheryl has recently launched an innovative interactive digital campaign to catalyse brand reappraisal amongst a traditionally hard-to-reach core consumer segment, and is currently leading the development of a new, long-term brand platform which will inform all areas of the business from communications to new proposition development and staff behaviour.
Cheryl’s leadership potential was first acknowledged earlier in her career when she was promoted to Head of Marketing Middle East at Bupa Global soon after completion of Bupa’s Marketing Graduate Scheme. This was a diverse role which involved ensuring that the customer experience, proposition design and delivery, and marketing campaigns were effectively delivering against the strategic goals of the region. Key highlights included devising and activating a new acquisition strategy for the Egyptian market, resulting in a 40% uplift in YOY leads, and developing a compliant creative solution to enable advertising in the UAE for the first time.Prior to Bupa, Cheryl managed the 3rd party sports events portfolio at Cancer Research UK, and still regularly volunteers with the charity.
Having trained professionally at Central School of Ballet, Cheryl continues to put to good use her dance skills in teaching students at her former ballet school. She is also currently enjoying learning Dance Movement Therapy in order to run movement workshops for young people with learning disabilities.