CAST: Meet the team!
Continuing our series of Q&As with members of the CAST team, we chat to Sonya Hayden, Head of Communications. Sonya heads up the comms for CAST, working across strategy and all project strands, as well as managing the website and social media channels.
Tell us a bit about your background and how you ended up working at CAST?
Prior to joining CAST, I worked in corporate communications for more than 20 years, in both agency and in-house roles. I studied English and Philosophy up in Leeds, which I loved: the subjects and the city, and indeed pretty much everything else about that whole time! I then moved back to London and worked in a few marketing administration roles before joining Yakult (the ‘friendly bacteria’ drink!) as PR Executive in 2003. It was my first opportunity to really put my stamp on a role: I was given free rein over a lot of the media, content creation and internal comms work and I relished the creative freedom and the vibrant environment. I stayed for 12 years, the last five of which I spent as PR Manager for the UK and Ireland. I then moved agency-side and, as Senior Account Manager, managed activity for a range of pharmaceutical and technical clients. I’ve always been interested in charity sector work (I led the CSR campaigns side at Yakult for many years) and when the CAST role came up in late 2019 it sounded perfect. I moved and have never looked back!
What sectors have you worked in?
So many! That’s the nature of comms: quite often you don’t tend to specialise in a particular sector, but in ‘comms’ itself — which means you get to dip into a world of fascinating (and often very niche) areas. I’ve immersed myself in, to name but a few: IT systems, high-end office furniture, FMCG goods, health and wellbeing, veterinary pharmaceuticals, animal nutrition technology, human drug delivery, built environment, data management, medical aesthetics and wholesale plumbing products. If ever you need someone to label all the parts of the human digestive system, outline the importance of optimum enzyme ratios in poultry feed, or wax lyrical on the different types of valves stocked by UK building merchants, I’m your girl! (It’s just a shame that these questions never come up in pub quizzes!)
What is the most valuable course or professional qualification you have completed? Are there any you would particularly recommend?
I went on a one-day time management course about 20 years ago and it was transformational: I was absolutely at the mercy of my perfectionist nature, to the point where I was taking far too long over everything — but the course reframed my thinking and helped me to section out tasks on the classic ‘urgent vs important’ matrix — it really helped me to ‘reclaim’ time and improved my productivity hugely!
What is the most successful or enjoyable project you’ve worked on?
I’ve worked on so many projects at CAST that I’m really proud of — from being part of the comms team working on the Catalyst and The National Lottery Community Fund COVID-19 Digital Response initiative, to managing comms for programmes such as Tech for Good Build and the Sport England Innovation and Digital Accelerator, to co-managing the relaunch of the CAST website last year. But the first project I ever worked on that really felt special to me (and which will always have a place in my heart) was Yakult Digest, the consumer newsletter that I wrote for many years: naturally, it was a vehicle for some corporate messaging and brand storytelling, but it was gloriously interactive too — people used to send in the loveliest letters, and a dazzling array of the weird and wonderful things they’d made out of Yakult bottles (think: pen holders; skittles; cuddly toys; festive decorations — and SO much more!); it was just a never-ending treasure trove of creative delights, streaming in from all over the country!
What skills/knowledge have you picked up over the years which supports your role at CAST?
Again, I just feel that the variety of skills that a ‘generalist’ comms person accumulates along the in-house / agency pathway is really valuable; I think the combination of those skills generally makes for a really flexible asset to a team. I think that as a comms person you have to be very organised (in order to keep on top of lots of projects and priorities and timelines), creative, in terms of constantly looking for new and original angles for stories and content (even on a micro / everyday level — e.g. writing 20 social media posts for the same thing and making each individual one feel fresh and engaging!), sharp in terms of spotting connections (and possible clashes) between projects and programmes, diplomatic in terms of managing competing agendas, and honestly just a really good all-rounder. In terms of specific skills, I’d say I’m fairly proficient in campaign planning, project management, ideas generation, social media content planning, stakeholder engagement, internal comms management, content creation, partner liaison, editing and proofreading.
What would you say is your ‘superpower’? What’s the thing you particularly excel at?
Definitely juggling / plate-spinning / other circus-based analogy for multi-tasking! I am notorious for having myriad windows open across multiple browsers, but I absolutely love the variety of tasks and working out how they all intersect: where there’s overlap and how things can work together. I like to have one or two central planning documents in place, so that I can keep track of everything — and then a glorious kaleidoscope of different documents and tasks open across various spaces.
We are allocated two volunteering days per year at CAST. Can you tell us about any ways that you have used this in the past — and any plans for the future?
I’ve contacted my local food bank to ask whether I can volunteer there and am really hoping to use both days for that.
Do you have a particular area or sector you’re most interested in?
I’m really interested in how to maintain the human connection in an increasingly digital world; I’d be very keen to work on projects of this nature.
What’s been your proudest professional achievement?
Honestly, joining CAST: it was a leap of faith to step out of the familiarity of the corporate world, and I am grateful every day that I trusted my instincts and entered into this wonderfully welcoming and inspirational space.
What do you enjoy doing outside of work?
As well as spending time with family (special mention to the two magical nephews!), I love wandering around London with friends and discovering new places and spaces: the photo above was taken last weekend at the Southbank Centre roof garden; I love the fact that no two trips into town are ever the same: the city always delivers something wonderful and unexpected!
