Appointing one new senior role is a significant decision for any charity. Appointing two at the same time, both brand new, is a much bigger undertaking. That was the task facing Embrace the Middle East as it entered a period of renewed strategic focus, and I was delighted to lead both searches for them.

What does Embrace the Middle East do?

Embrace the Middle East is a Christian development charity tackling poverty and injustice. It partners with local Christian communities across the Middle East. As the charity looks ahead, it is expanding its digital capability, strengthening its supporter journeys, growing its acquisition programme and developing communications with content at their heart.

To lead that next chapter, Embrace needed two new senior appointments: a Head of Marketing and Acquisition, and a Head of Retention and Development.

A first partnership

We had reached out to Embrace in the past to offer our support, so it was a real pleasure when they chose to partner with us on both appointments. It was the first time we had worked together, and that brings a natural desire to prove what we can do. A first search is a chance to show a charity how we work, and I wanted every step to reflect the care we bring to this sector.

What did the two new roles need to deliver?

One role wins new supporters; the other keeps and develops those relationships. Because both posts were new, there was no previous job description to lean on. We worked closely with the leadership team to understand exactly what each post needed to deliver, and how the two would complement each other. Candidates needed to understand that distinction clearly, and so did we.

Just as importantly, we wanted to communicate the opportunity with both clarity and heart. Senior marketing and fundraising professionals have choices, and many of them are looking for more than a good job description. They want to know what the organisation is trying to achieve, why it matters, and how they can make a difference within it.

How did we reach the right candidates?

We used a video, a targeted campaign, database searches and headhunting together. The video advertised the roles and brought Embrace's mission and vision to life for prospective candidates. Using several routes at once meant we could reach people who were actively looking as well as those who were not yet thinking of a move.

For senior roles in particular, this blend is important. The strongest candidates are often already in demanding positions, and they need a reason to pause and consider something different. A clear, warm picture of the cause and the role gives them that reason.

How many people applied?

Between them, the two campaigns attracted 42 applications and 19 shortlisted candidates. The Head of Marketing and Acquisition campaign attracted 22 applications, with 10 candidates shortlisted and five invited to formal interview with Embrace. The Head of Retention and Development campaign attracted 20 applications, with nine candidates shortlisted and six progressing to formal interview.

Those are strong numbers for senior roles, and they gave Embrace a genuine choice. It also made the process more demanding for the team, and I was grateful for the time and thought they put into it. A wide field of good candidates makes decisions harder, but it is the best problem a hiring team can have.

What was the outcome?

Embrace appointed two outstanding candidates, one to each role, who began in the summer of 2026. It followed a thoughtful and prayerful selection process. Together, they will play a key part in growing Embrace's supporter base and deepening relationships with those who stand alongside Christian communities across the Middle East.

What people said

Feedback matters a great deal to us, and we were touched by what we heard from all sides. One of the successful candidates, having spent many years as a recruiting manager themselves, was kind enough to share their experience of the process on Google:

“Having been on the other side of the table, being the recruiting manager, for many years, I have to say I was so impressed with the Charisma team. My main contact was Nick Thomas. Nick was professional and diligent through the whole process. And I'm pleased to say I got the role. Thanks Nick!”

Successful candidate, Embrace the Middle East

It means a great deal to hear that from someone who knows recruitment from the hiring side. The charity's leaders were equally generous:

“Thanks for all the work to get us here, Nick and team.”

CEO, Embrace the Middle East

“Wonderful news on both counts! Great job Charisma!”

Director of Fundraising, Embrace the Middle East

What this search shows

Recruiting for two senior roles at once works best when the brief for each is sharp, the story of the charity is told well, and the search uses more than one route to reach people. It also works when the recruitment partner treats candidates as people, not applications. A good experience for those who are not appointed matters as much as for those who are, because it reflects on the charity they hoped to join.

It has been a privilege to help Embrace strengthen its leadership at such an important moment, and I wish both new appointees every success.

Can Charisma help you appoint new senior roles?

Yes, we can help you define the roles, tell your story and reach the right candidates. If your charity is creating new senior roles, or preparing for a period of growth and change, we would be glad to help. Get in touch with our team and let us talk about what you need.