As part of the charity's new five-year plan, which comes into force this year, the head of comms post has been scrapped to be replaced with an enlarged corporate affairs director role.
The new director, who oversees all PR, publications and online comms activity, will be tasked with boosting annual fundraising efforts from its current £6m a year level to £9m by 2008.
According to current head of comms Sharon Squire it is hoped that a director can be found within the next two months. The appointment will coincide with an announcement of full details of the restructured communications function and strategy.
This is expected to include the scrapping of its annual October awareness week. This will be replaced this year with a push in July, when the charity gains national TV coverage as one of GMTV's charities of the year.