Tanya Joseph departs Nationwide

Tanya Joseph

Tanya Joseph will leave Nationwide at the end of November following 18 months as its director of campaigns and public policy.

Joseph, the architect behind Sport England's prosperous 'This Girl Can' campaign and former press secretary to ex-Labour Prime Minister Tony Blair, joined the building society in May 2018.

It was a new role for the brand as it looked to forge a voice in politics and address any social and national issues that affected its customers.

However, internal changes have resulted in Joseph’s departure and her role will not be replaced.

Speaking to The Drum, Joseph said that she would “rekindle” her brand consultancy which she founded in 2011.

“I’m taking some time to think about what I want to do next,” she said. “I love working with people so I'm always going to be drawn to leading and working with teams.”

During her time at Nationwide Joseph forged relationships with government officials and policymakers, and helped maintain the building society’s relationships with long-serving partners such as Shelter.

However, she said that her biggest achievement was making the issue of housing something that the brand took action to improve, which saw her align Nationwide as an ally to DSS tenants facing rental discrimination from landlords.

She urged the government to extend the benefits of its Help to Buy ISA scheme and worked with organisations to improve the return of tenancy deposits.

“There's so much going on that the public care about that organisations really need to think about how they can be relevant to all of those audiences beyond what they're just selling,” she said.

“I'm really proud of the fact that Nationwide absolutely stepped up its interest and willingness to take a stand on issues like housing. We really have been both quietly and publicly talking much more about the things that need to change, particularly in the private rented sector, to make people's lives better.

“We also commissioned a report into the future of the high street. A lot of work had been about retail but the high street is more than just retail, it's a place for communities and we've been doing a lot of work in that space and I hope that it continues.”

Through her consultancy Joseph has worked with brands such as Mars, Heinz and Tesco. From 2012 until 2017 she served as director of business partnerships at Sport England, where she was credited with being the mastermind behind Sport England's Cannes Lion-wining 'This Girl Can' campaign.

Created by FCB Inferno, the initiative claimed to have inspired 2.8 million UK women and girls to get active in the year after its 2015 launch.

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