Helen Wood has been made head of marketing and communications at the service. She will be in charge of raising awareness among potential users and other key audiences across the UK, including potential volunteers and donors.
The charity is keen to attract more young men to its services. Wood will use her sports contacts to recruit relevant sports ambassadors. The charity is planning a high profile event in September to unveil the ambassadors and celebrate its tenth anniversary.
Wood spent a year at Bolton Wanderers. Before this she was head of media relations at Vero Communications. She has also been director of comms at Portsmouth FC, chief press officer at Chelsea FC and media relations officer at UEFA.
Wood replaces external affairs manager Chloe Darlington, who joined The Woodcraft Folk in April.