Abrams will become the most senior comms professional at the UK arm of the global network in December, in a slightly different role from Phil Talbot, who departed from his role as director of comms at the charity in February.
She is currently director of marketing comms at Barnardo's. Abrams has been at the charity since 2011, and prior to that worked in the strategic comms team of the Ministry of Justice and several other government departments before that.
Abrams said: "The British Red Cross is an incredible brand, and it is a huge privilege to be joining an organisation with such an extraordinary heritage. The charity’s humanitarian role in speaking up for people in crisis both at home and overseas is more relevant today than ever, and I am delighted that I will be part of its story in the future."
Mike Adamson, chief executive of the British Red Cross, welcomed Zoe’s appointment, saying: "Zoe is joining us at a critical time for the Red Cross as we implement our new corporate strategy for 2015-2019, Refusing to Ignore People in Crisis, which puts the people we help at the centre of everything we do.
"We are operating in a time of unprecedented need, both in the UK and abroad, most recently with the launch of our Europe Refugee Crisis Appeal, and communication has never been so critical. Under Zoe’s direction we will be able to communicate more effectively and openly with our beneficiaries, donors and supporters across a range of traditional and digital media channels."