Sally O’Donnell appointed head of marketing at Autumna

Sally O’Donnell has been recruited as head of marketing at Autumna and OpenScore, where she will be responsible for driving awareness, engagement and audience growth across both brands.

She will lead the development of an integrated marketing strategy designed to strengthen brand visibility, speed up customer adoption and increase provider engagement.

Her priorities will include raising awareness of OpenScore, which is a real-time care quality platform, and further establishing Autumna as a destination for finding and comparing care. O’Donnell will also oversee the development of data-driven marketing campaigns, strategic marketing partnerships, content, PR and customer advocacy programmes to support the continued growth of both brands.

Created by the team behind Autumna, OpenScore brings together more than 65 indicators, including food hygiene, safety checks and live resident feedback, into a single, accessible quality score. The platform helps providers demonstrate the care they deliver beyond traditional inspection cycles and gives families a continually updated view of care home quality.

O’Donnell brings more than 18 years of marketing experience across social care, hospitality and media. Most recently, she served as head of marketing at HC-One.

‘Having spent several years working within the care sector, I understand how challenging and emotional the search for care can be for families, and how important it is for providers to be able to showcase the quality of care they deliver. I’m proud and excited to be joining an organisation where helping more families find the right care as easily as possible is at the heart of everything we do,’ she said.

Chris Conlon, chief executive officer of OpenScore and Autumna, added: ‘Sally’s experience of leading marketing within the care sector, alongside her background in consumer insight and digital communications, will be a real asset to the team. She understands how important it is that our growth is led by our customers and is passionate about our vision of a UK care sector where every family can find the right care provider using reliable, real-time insight.’