She joins from the BBC where she was head of audiences for journalism. She previously worked as head of vision insight for BT, head of research for BT Television Services and as research manager for the Hallmark Channel at Sparrowhawk Media.

Kassova’s team at Cancer Research UK handles all of the charity’s external consumer research and supports the organisation’s efforts to develop fundraising mechanisms by consulting with members of the public.

Nick Grant, director of strategy, said: “We’re delighted that Luba has joined the team at Cancer Research UK. Her role will be instrumental in helping to support our fundraising initiatives, ensuring that new campaign ideas are tested and researched effectively. This is vital in helping to ensure that the charity’s campaigns reflect the needs of our supporters which in turn will help the charity to raise vital funds for its life-saving work. “