Yorkhill Children's Foundation has appointed David Welch to fill the post. He joins from Highland Hospice where he was director of fundraising and comms.
Welch said: 'We'd love to take our profile up to that of Great Ormond Street.
'Our hospital is very highly regarded internationally but it doesn't have the same profile. Given the economic climate, there's a lot more we need to do from a fundraising point of view. The role is very much geared to fundraising.'
Welch added that his first priorities were a review of the marketing function within the organisation and a revision of its fundraising strategy. He also plans to develop a 'strong, robust' series of messages to support the fundraising drive.
Combining fundraising and comms is increasingly common in the voluntary sector. Welch's move comes within weeks of the appointment of Joe Jenkins as director of fundraising, comms and activism at Friends of the Earth.
Yorkhill Children's Foundation provides medical equipment and other resources for sick children and babies who are treated at Yorkhill Hospital and within NHS Greater Glasgow and Clyde.
Welch has also held senior fundraising and comms roles at Concern, Aberlour and Mercy Corps.