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Lucy Watkins

Income Generation Director

Lucy is CIM qualified, with over 22 years’ experience in fundraising, marketing and retail management across the private, public and third sectors. Lucy started her career working in venue management before moving into the medical sector where she worked with senior representatives from across the West Midlands life sciences community helping to deliver large scale public sector projects.

Since joining the hospice in 2014, Lucy progressed from Events Manager to Head of Fundraising, before becoming Income Generation Director in 2020. Lucy has consistently demonstrated a commitment to advancing the mission of Birmingham Hospice and enhancing its financial sustainability.

In recent years Lucy has led the team through a period of growth and development, leading the hospice rebrand to become Birmingham Hospice, growing the retail chain to 21 shops and creating an environment of innovative and creativity in the fundraising team leading to the launch of some exciting new projects.

In her spare time Lucy enjoys spending time in Devon with her family and two dachshunds.

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