The Former freelancer Helen Chown has been installed in the London-based job.
She will oversee around 20 staff from regional divisions in Leeds, Cardiff, Belfast, Leicester and Crawley. She reports to deputy director of comms Keith Bradbrook.
‘Like most charities we do a lot of national media work, but there are opportunities for us to get a lot more local coverage if we devote resources to regional media relations,' said Bradbrook.
The regional divisions cover internal comms, stakeholder relations, brand management and media liaison.
Chown has previously held comms roles at United Airlines and Homebase, and has freelanced at the NSPCC for the past five years.