(RED), the organization co-founded by Bono and Bobby Shriver to fight AIDS has announced Kate Charles as the organization’s new Managing Director. Charles joins as (RED) kicks off its 20th birthday year, celebrating over $800 million raised for the Global Fund and more than 350 million people helped, thanks to a galaxy of extraordinary partners and people over the past two decades. (RED) partners include Apple, Beats, Bank of America, Salesforce, Santander, Vespa, La DoubleJ, Clare V., Roche, Merck, and many others.
Charles will provide strategic direction for (RED) across the organization with an intense focus on delivery of the commitments to the Global Fund. Her experience in brand partnerships and revenue growth will lead the team into the next era of impact and success. Charles will report to the President/CEO of the ONE Campaign, with accountability to the ONE Board of Directors, and supported by (RED)'s Advisory Board.
Previously Chief Strategy Officer & Managing Partner at Oberland, Ad Age 2x Purpose Agency of the year, Charles is an impact leader with 20 years’ experience. Her work with purpose-driven brands across the private and public sectors has included the award-winning ‘Change the Board Game’ campaign on board diversity for e.l.f. Beauty, as well as groundbreaking work reinventing legacy brands, including women’s healthcare brand, Midol, with their “No Apologies. Period” campaign. Charles also led work to make a 100-year-old brand relevant again with OREO’s ‘Dunk in the Dark’ marketing initiative, among many others.
Speaking about her appointment, Charles said: “I'm thrilled to join (RED) because their pioneering approach to social impact influenced me deeply as both a consumer and marketer, and I look forward to being able to lead this iconic brand at such a pivotal moment in its journey”.
Known for blending data, creativity, and cultural insights, Charles’ focus has been on creating work that moves people forward. She joins (RED) after Jennifer Lotito left its helm following 17 years with the organization.
“We are delighted to welcome Kate to the (RED) and ONE family,” says Ndidi Okonkwo Nwuneli, the President/CEO of the ONE Campaign. “Her remarkable experience partnering with iconic global brands, coupled with a proven track record of driving bold social impact, uniquely positions Kate to guide (RED) into its next chapter. We look forward to building on our extraordinary legacy together and accelerating the work that saves lives and strengthens communities worldwide.”
Image courtesy of (RED)/Mitchell Wojcik
