Jo Addison

I’m a communications and brand strategist who helps charities, non-profits and public bodies get clear on who they are, communicate it with confidence, and bring their people with them through change.

I’ve spent my career where brand, engagement and organisational change meet. As Head of International Communications at VSO, I led global brand, marketing, digital and internal communications across 42 countries, advising the CEO and international board through major strategy and restructuring programmes. In 2016 I founded Add10, and since then I’ve worked with organisations including Refuge, NSPCC, Charities Aid Foundation, Greenpeace International and several major UK public inquiries.

I work alongside you from insight to implementation. That might mean defining or refreshing your brand through stakeholder interviews, workshops and audience testing; shaping a communications or digital strategy; or designing the change communications and staff engagement that help a new strategy, restructure or brand take root. I’m particularly experienced in large, multicultural and distributed organisations, where getting everyone on board is often the hardest part.

What makes my approach different is that I combine strategic thinking with strong, hands-on design skills. Having art-directed publications and managed creative teams for many years, I can also deliver what comes next, including visual identities, annual reports, campaigns and digital content. Through Add10 I can also bring in web development support where needed.

My expertise includes brand strategy and positioning, communications and digital strategy, change communications and employee engagement, workshop facilitation, and reputation and crisis management.

I’m collaborative, practical and people-focused. I believe a strong brand is a shared understanding that helps staff, volunteers, supporters and partners pull in the same direction.

Clients

My clients have included the following organisations, Lucy Faithfull Foundation, VSO, Victim Support, NSPCC, Greenpeace International, Charities Aid Foundation, Vitol Foundation, Railway Children, Cochrane, Pilotlight, Headway East London, Police Foundation, University of Arts London and Refuge.

I have also led the brand, culture and values work on the following National Inquiries: Independent Inquiry into Child Sexual Abuse, Lampard Inquiry, COVID Inquiry, Manchester Arena, Omagh Bombing Inquiry and the Patrick Finucane Inquiry.

Qualifications

CIM Diploma in Marketing
CAM Certificate in PR
BA(Hons) Cultural Studies 2:1
Creative Computing
Level 2 Understanding Autism

Experience

I have over 20 years’ experience in communications, marketing and brand leadership across the charity, international development, education and public sectors.

Since founding Add10 in 2016, I’ve led brand, engagement and digital projects for organisations including Refuge, the Lucy Faithfull Foundation, NSPCC, Charities Aid Foundation, Greenpeace International, Railway Children, Cochrane, IVAR, Pilotlight, Headway East London, the Police Foundation and Victim Support. For Victim Support, I developed a new brand shaped by audience research, workshops and stakeholder interviews, along with a culture change programme including staff engagement and e-learning materials. I’ve also defined brand positioning for the CAF Global Alliance and created a communications strategy to engage Cochrane’s global community in its strategy and change process. I’ve developed brand strategy and design for major UK public inquiries too, including the Independent Inquiry into Child Sexual Abuse, the Covid Inquiry and the Manchester Arena Inquiry.

At VSO (2008–2014), I directed global marketing, brand, digital and internal communications across 42 countries. This included working within USAID, DFID, FCO and EU-funded programmes and their donor visibility requirements. I led communications for three major global change programmes, including embedding VSO’s ‘People First’ strategy, a headquarters relocation and three restructures. I also managed media, reputation and crisis communications.

My earlier roles built strong foundations in art direction, publishing and managing creative teams. I was Brand and Communications Manager at the Specialist Schools and Academies Trust, Publications Manager at King’s College London, and Marketing and Publications Manager at the University of Greenwich. My work there won three HEIST awards for education marketing and prospectus design.