Farrin arrives at the specialist transplant hospital from Network Rail, where she was head of internal communications, and will report to the trust’s chief executive, Mark Britnell.
Hospital bosses decided to beef up their comms function earlier in the year in anticipation of foundation status, which gives the hospital more freedom to make decisions about spending and makes it more accountable on a local level.
Farrin said her biggest challenge would be to create an identity for the trust and establish its profile in Birmingham and the UK. She will also be promoting a new hospital the trust is building in the city, which will be completed in 2008/2009.
‘I wanted to get back to the Midlands, where I lived for many years, and I wanted to get to an all-round corporate affairs arena,’ she said.
Farrin joined Network Rail in October 2000, when it was called Railtrack, as head of corporate comms for the upgrading of the West Coast mainline. She was promoted to head of internal comms in August 2001.