Sarah Brown was previously a PR manager at the Carbon Neutral company where she worked for six months. She has also freelanced at the General Teaching Council and been head of external comms at the YMCA. Brown oversees a team of four.
Brown replaces Amanda Barry-Hirst who has left to go travelling. She reports to director of comms Nick Gamage.
Brown has revealed that WRAP's PR activities will be focused on four areas over the coming year - packaging, food waste, quality of materials collected for recycling and collection systems. The latter will be targeted at local authorities to help them improve recycling collection in their area.
WRAP will also continue to run its Recycle Now and Love Food Hate Waste campaigns.
Brown's role will involve heading up WRAP's corporate work, developing thought leadership ideas and overseeing the agencies' work. She will also be developing campaign ideas and working on increasing the profile of WRAP's new CEO Liz Goodwin, who was appointed in April.
Brown said that the key challenge for WRAP is getting publicity for the work it is doing: 'Our challenge is to get our people on the ground to show people the work we are doing. We need to be clearer about what WRAP is up to.'
WRAP is currently undergoing a reorganisation of its agency roster, which includes agencies Trimedia and 3 Monkeys. These agencies will not be changed but will be allotted to specific areas: consumer, local authority, investor and retail supply chain. The reorganised roster decision is expected to be made next week.
'We had loads of different agencies working across the board, but we weren't delivering best value. It wasn't best for the agencies either,' said Brown.