Grounds has been director of comms and marketing at the NSPCC for eight years.
This week he stepped into a new role as director of the newly created Child Protection Consultancy. This is a separate unit that will be responsible for the charity's external relations with stakeholders.
Keith Bradbrook, deputy director of comms, will be promoted to replace Grounds. He has been at the NSPCC for more than ten years.
The Child Protection Consultancy has been set up as part of the charity's new business strategy, which runs until 2016. As part of the strategy, the charity will attempt to increase its influence by strengthening its leverage with other organisations that come into contact with children, ranging from schools to the Football Association.
It is hoped the widening of its involvement in the sector will prevent more children from being abused.
Grounds will be in charge of the 100-strong department. This will see him becoming the charity's largest internal client and commissioning PR campaigns from his former colleagues.
'It's a wrench to leave my current position, but I'm hoping to transfer my marketing and communications skills to bring benefit to a different part of the organisation,' said Grounds.
'It also gives me a chance to develop my skills in an area that previously has not been core to my experience.'
He added that his appointment to a wider business role was a positive sign for other comms professionals with wider ambitions: 'It shows a recognition of the role that comms can play in business.'
The Child Protection Consultancy pulls together, for the first time, six strands of the charity's activity into one division - training and services, consultancy work, partnerships, representation, learning and information resources, and child protection assessment and review.
Grounds' mission is to co-ordinate the marketing and uptake of the NSPCC's training and advisory services, as well as to widen the charity's influence among stakeholders.