tml Partners Appoint Two Transformational Senior Marketing Roles for Charity World Jewish Relief

Case Studies

World Jewish Relief is a renowned Jewish international humanitarian and development agency with a remarkable heritage. Established in 1933 to help Jews escape Nazi Europe, they have now evolved as a charity not only in scale, but with an increasing emphasis on supporting refugees and communities outside of the Jewish community such as Uganda, Rwanda, Bangladesh and Nepal.

A key pillar of the organisation has been around conflict/crisis management rescuing families from war torn regions such as Ukraine. They also respond to natural emergencies such as floods, famine and earthquakes, help create job opportunities for poor communities and support older people of the Jewish faith living in poverty across Eastern Europe.

Cathy Berman, Chief Marketing Officer, approached Emma Calder at tml Partners to help appoint two brand new marketing positions for World Jewish Relief, in order to help transform the brand positioning to better reflect the pillars they support and to then amplify consumer awareness of the organisation.

The Head of Digital Marketing position required proven performance marketing and programmatic expertise in order to help WJR to become more instantly reactive to emergencies and to reach new audiences. In addition, this tole would own the evolution of their website to ensure an optimised user journey and relevant, personalised content.

Emma was able to shortlist for the Head of Digital Marketing within two weeks of the client briefing call with Cathy and after a rigorous three step interview process,  Zoe Steel accepted an offer five weeks later.

The Head of Creative and Content was to be responsible for owning brand stories and to work closely with the agency commissioned to help with World Jewish Relief’s repositioning work. The role was to own social strategy, oversee content across all platforms and manage in house designers and copy writers.  Unusually, as well as having a good creative eye, it was also important to find a marketer who would be hands on in terms of design, on occasion, which made this a tougher brief!

Working in collaboration, Emma Calder and Jill Smethers of tml Partners scoured the market for a candidate that would be the perfect fit, exploring different angles with Cathy to find the best person for this position.  We are delighted to have found that with the placement of Janice Axelbank.

Janice commented “I had the pleasure of working with Jill on finding my next great role. Jill really listened and had a true understanding of my experience and skillset. She wanted to help me move forward in my career and recognised where I would be a great fit. It was a professional and refreshing experience. I highly recommend Jill and tml Partners on your next career move”!

Cathy Berman, CMO commented: “It was an absolute delight to work with Emma and the team at tml Partners on this search. They spent a good bit of time up front with questions that demonstrated that they were keen to understand our charity and priorities as well as our culture. Emma was honest, consultative and proactively communicated throughout the process and I always knew where things stood. We are incredibly pleased with the resulting hires and would highly recommend working with tml Partners.”


tml Partners is an international executive marketing recruitment firm specialising in senior marketing appointment up to board level, across marketing, business development and corporate communications. Emma Calder and Jill Smethers are currently partnering with a range of clients to support the best in class development of in-house marketing, innovation, communications and digital functions – working across both permanent and interim briefs.

To learn more about how Emma, Jill and the team at tml Partners can support the growth of your marketing function, please get in touch at or

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