His appointment is part of a recruitment drive instigated by new chief exec Claire Tickell, who took control in January. The interim head of media position has been filled by senior press officer Jacquie Lloyd over the last year, but has now been expanded to include a wider PR strategy remit and control of a bigger team as the charity seeks to raise its profile with non-traditional audiences.
'As well as being impressed with its role in supporting vulnerable young people, one reason I took the NCH job is because it offered the chance to work with a much larger charity,' said Vines.
NCH currently has more than 6,000 staff working on 500 projects, and one of the first campaigns he will work on will raise awareness of the educational problems faced by children in care.
Vines's team of 17 includes eight regional press officers and a team of nine at the charity's London HQ. He will report to interim head of marketing and comms Jo Naughton.
Vines, who joined NCH after two years at the Stroke Association, oversaw the charity's Eat a Rainbow, Beat a Stroke campaign, which focused on encouraging children to eat healthily.