The Vegetarian Society is an educational charity that aims to represent, support and increase the number of vegetarians in the UK. There are eight people in the Communications team, covering PR, media, e-comms, youth and education, campaigns and internal comms/brand management. The charity also runs National Vegetarian Week. The Vegetarian Society is an organisational member of CharityComms.
So what's your background?
I studied Biochemistry and Immunology at University but was lured away from the lab by the glamorous world of student theatre. Once I realised that arts marketing was both a realistic career choice and a great way to combine creativity with my rather nerdy love of numbers, systems and analysis, I worked my way up from general dogsbody to department of one, via a touring theatre company, local authority arts department and university arts centre. I finally got a team to manage (rather than just a grand title and an ever-widening remit) as Head of Marketing with one of the big orchestras, then moved to Manchester for a stint with an international arts festival.
How did you get this job?
I spent two years freelancing because I wanted to expand my range and get involved in more campaigning. That gave me some broader experience, but I missed the depth of involvement you get in a “proper” job. When this post came up, I knew I had to apply.
How long have you worked at your current organisation for?
Nine years, in which time my team has evolved a great deal and I’ve also had two children.
What was your first charity job? And your first communications role?
I was a Box Office Assistant at the Theatre Royal in Glasgow and that’s definitely where my communications training began, but I guess the first job that people would recognise as professional comms was as Marketing Assistant for the Nottinghamshire County Council Arts Service.
What do you actually do on a daily basis?
One of the things I love about my job is the variety. I can be immersed in deep strategic analysis for days on end, then spend a day answering an unexpected press enquiry, editing copy or tasting new recipes. I get hands on with most of our campaigns and also spend a lot of time managing the team – supporting, challenging, training and guiding (or perhaps they would call it nagging?). I’m currently trying to find time to finish a new style guide and I also chair a relatively new Events Co-ordination Group, aiming to present a more unified cross-organisational presence at trade, consumer and specialist events.
What's been your biggest achievement in this role so far?
A few years ago, the idea that a vegetarian diet was more environmentally sustainable than one including meat was a minority view. Now, it’s absolutely in the mainstream. We didn’t do that alone, of course, but my team played an important part in raising the profile of the statistics. We also started the ball rolling for the new EU definition for vegetarian and vegan labeling, by persuading the Food Standards Agency to create formal guidance for the food industry.
What are the most challenging parts of your role?
Managing staff is always challenging, but ultimately very rewarding. For the team as a whole, it can be very difficult coming up with new ways to talk about vegetarianism. The Vegetarian Society has been doing this since 1847 so we’ve tried most things once or twice already.
What do you enjoy most about your job?
Working in the head office of a national charity without having to live in London. I also really enjoy media interviews, especially a good argument on live late night radio.
Anything you don't enjoy?
Feeling on duty 24-7. If I meet new people socially and they find out what I do for a living, they often either bombard me with questions about nutrition or give me the benefit of their wisdom on the tastiest ways to eat meat.
What kind of personality is best suited to working in a job like yours?
You’ve got to be resilient, and I think if you really want to convince others of the cause you’re promoting you’ve got to believe in it yourself.
Any top tips for people wanting to follow in your footsteps?
Get experience any which way you can and keep asking questions.