Anna joined Avma in November 2024 as Director of Fundraising, Marketing & Communications, bringing more than 25 years’ experience leading organisational transformation, strategic marketing and communications, audience engagement, and fundraising growth across the charity and commercial sectors.
Passionate about co-creation, collaborative leadership, and building purpose-led cultures, Anna works alongside colleagues, beneficiaries, volunteers, and stakeholders to shape campaigns, services, and organisational change. She has led multidisciplinary marketing, comms, and fundraising teams at major charities including the Scottish SPCA and Alzheimer Scotland, co-founded the baby loss charity SiMBA, and served on the Scottish Advisory Board for Marie Curie.
At Avma, Anna has been proud to work alongside talented colleagues to deliver the charity’s brand transformation and website redevelopment, using co-design and audience insight to improve accessibility, strengthen engagement, and help more people affected by avoidable medical harm find the support, expertise, and advocacy they need.
She believes the greatest impact comes when fundraising, campaigning and communications are embraced across the whole organisation, creating collaborative teams that work towards a shared purpose while ensuring the voices of people with lived experience remain at the heart of organisational decision-making. Her collaborative, evidence-led approach continues to support Avma’s mission to improve patient safety and help more people access the support they need.
Outside of work, Anna enjoys writing, painting, discovering new places and restaurants, and spending time in the great outdoors. She has a deep love for her native Scotland, its rich history, wildlife and landscapes, and often draws inspiration from them in both her creative and professional life.
