Louise Foglia joins in the newly created role of head of PR and new media, following a restructure of the charity's communications department earlier this year.
Foglia was previously a director at digital PR specialist agency Way To Blue, where she headed UK business and team management.
Breakthrough's aim is to provide a more integrated comms offering across all platforms, and boost its online presence and e-marketing initiatives.
Foglia will report to director of communications David Barker and will oversee media relations and web teams of 11 staff. Barker said: 'The days of appointing "traditional" PR practitioners are long gone ...
Louise is one of the new breed of practitioners - bilingual in both offand online communications - and will undoubtedly help take Breakthrough to exciting new heights.'
At Way To Blue, she oversaw accounts including Sony Pictures, Paramount Pictures and Walt Disney Studios Motion Pictures. Foglia also worked at Freud Communications, Henry's House and Premier PR during her 14-year agency career.
Foglia said: 'The role at Breakthrough Breast Cancer is a fantastic opportunity for me to use my traditional and digital PR skills, and to play an integral role in the creation of a genuinely integrated comms offering.'