Alexia Clifford
Biography
Alexia was appointed Director of Marketing in 2020 and has been with PHE since its inception.
Whilst at PHE, Alexia has led a number of highly successful, flagship social marketing campaigns including:
- Change4Life, which encourages millions of families in England to ‘eat well, move more, live longer’
- Stoptober, which has helped more than a million people to quit smoking
- Every Mind Matters, England’s first national mental health literacy campaign
Alexia has also delivered a suite of award-winning digital products that have changed behaviour at scale, from the ‘Couch to 5K’ running app to government’s first ‘voice skill’, the Breastfeeding Friend.
Alexia sits on a number of cross-departmental and industry advisory committees including the Government Marketing Leaders Group and the Advertising Standards Authority Industry Advisory Panel.
She has a Mathematics degree from University of Cambridge and an MA in Film Studies from the University of Westminster.
Director of Marketing
The Director of Marketing is responsible for the design and delivery of evidence-based social marketing programmes, that help people make healthy lifestyle changes.
The strategic approach incorporates the use of behavioural science, creativity, data and, increasingly, optimisation of digital technology.
A principle of the marketing strategy is to create coalitions of stakeholders who can support and amplify the key marketing programmes. The director is therefore responsible for strategic partnering with the commercial and voluntary sectors in the context of behaviour change.
The marketing function also delivers a shared service for other parts of the health system including the Department of Health.