Shakespeare’s Globe has appointed its first Chief Impact Officer, Lottie Birdsall-Strong.
As a senior leader in strategy, data, and social return on investment, Lottie has more than a decade of experience operating at executive and board level across sport, charity and public policy. She has led national strategies at both the England & Wales Cricket Board (ECB) and The Football Association (FA). At The FA, she played a central role in overseeing the distribution of approximately £1 million per week into grassroots football, ensuring funding decisions were driven by evidence, equity and long-term impact.
She pioneered The FA’s first Social Return on Investment (SROI) framework, quantifying the social and economic value of grassroots football and demonstrating how participation contributes to wellbeing, inclusion and community cohesion at scale. This work directly influenced record-breaking investment into grassroots football, shifting funding conversations from cost to value creation.
In cricket, Lottie has overseen programmes reaching over half a million people annually, leading a national youth strategy delivered across England and Wales. Nationally, her work has demonstrated £298 million in annual wellbeing value generated through youth participation. Alongside her executive roles, Lottie holds board-level positions within major charitable foundations, advising on strategy, women and girl’s engagement and development, and data.
Lottie Birdsall-Strong has said, “It is a true honour to join Shakespeare’s Globe as its first Chief Impact Officer. The Globe is an organisation where history meets possibility, and I will ensure every effort maximises value creation for the Globe and the audiences it serves.”
Stella Kanu, CEO of Shakespeare’s Globe, commented, “From the very outset, Lottie stood out, not just for her strategic clarity, but for the unique warmth and leadership she brings to every room. Lottie’s career has taken her from the pitch to purpose: from playing women’s football with Arsenal through their academy, and pioneering Impact and Social Return on Investment work at The Football Association, to leading impact and youth strategy at the England & Wales Cricket Board, where she broadened access to sport for tens of thousands of young people.
Click here to find out more about Shakespeare’s Globe.
