Women’s Aid’s top marketer Teresa Parker departs after 23 years

After more than two decades at Women’s Aid, Teresa Parker is leaving her role as head of media, brand and partnerships.

Parker, one of Marketing Week’s Top 100 Most Effective Marketers 2024, leaves behind a strong legacy of work with the charity.

Recent campaign successes include ‘No More Years of Hurt’, which launched before the 2024 UEFA Euros football tournament to highlight the rise in domestic abuse cases when England’s men’s team play.

It was part of Women’s Aid’s successful ‘He’s Coming Home’ campaign, based on research that shows domestic abuse increases by 38% when England lose a football match, and by 26% whether they win or lose.

Women’s Aid targets darker side of football to address ‘domestic abuse emergency’The first iteration of He’s Coming Home started important conversations, garnering 23 million views on TikTok. The charity also recorded a 17% increase in traffic to its information and support pages, and a 40% uplift to its donation page.

Other powerful campaigns led by Parker include 2018’s cinema ad which highlighted that while children are shielded from violence in the cinema, they may not be when they get home. It was based on data showing 160,000 children in England live in homes where domestic abuse takes place.

In 2015, the charity debuted a world-first interactive campaign in the lead up to International Women’s Day.

The billboard used facial recognition technology with a live feed ticker at the bottom of the screen highlighting how many people were actively looking at it.

The more people who view the image, the quicker the woman’s bruises healed, to show how domestic abuse can only be confronted if members of the public stop turning a blind eye to victims.

It’s not yet known what Parker’s next move is or if Women’s Aid will be replacing her role.