We are now pleased to announce that we have appointed a new Ambassador in the area of HR – Introducing Amanda Arrowsmith, People & Transformation Director at The Chartered Institute of Personnel and Development(CIPD).
Let’s get to know Amanda (and the high profile professional body that she currently works for) who’ll be championing this crucial area of activity…
Tell us about the membership boby you currently work for
The CIPD is the professional body for experts in people at work. We champion better work and working lives by setting professional standards and building HR and people development capability. With over 160,000 members across the UK and internationally, we influence policy, support learning, and provide insights that shape the future of work. Our community spans HR, L&D, OD and wider people functions, all working to create good work for everyone.
Tell us about your role
As People Director at the CIPD, I lead our People and Transformation function, working as part of the executive team to align our culture, capability and performance with our strategic ambitions. My role spans talent, inclusion, organisational development, and transformation. I support colleagues across the organisation to thrive, while ensuring our people strategy reflects the needs of a modern, global professional body. Our team plays a central role in enabling a positive and purpose-driven experience for members, from the inside out. For the last year I have also been the Interim Customer Success Director, with responsibility for Marketing, Data and Insight, Customer Journeys and Customer Services.
I am a Chartered Fellow of the CIPD and Prince II trained People Leader with 28 years generalist HR experience, of which 25 have been at a senior level. I am also a non-executive director at the Disclosure and Baring Service and an independent committee member at the National Council of Voluntary Organisation (NCVO)
Previous Membership Bodies/membership-related experience and number of years’ experience working ‘within membership’
I joined the CIPD in 2022. Prior to that, I held leadership roles across both public and private sectors – including at the Francis Crick Institute, Thales Maritime Mission Systems, and in my own consultancy practice. While I’ve worked across many sectors, the common thread is a focus on purpose-led organisations with a strong service ethos.
Short overview of any recent key membership related achievements
We’ve made strong progress in embedding an inclusive, engaging culture that reflects our values and the diversity of our membership. I’ve led initiatives to strengthen leadership capability, clarify our strategic direction, and enhance collaboration across teams – all of which underpin the experience we offer to members. Our transformation programme ensures we’re equipped to meet future needs with pace and confidence. We’ve seen increases in membership, a record year for upgrading of membership level and a 9-point increase in our NPS in the last two years as a direct results of the transformation work.
How did you get into membership?
Like many, I didn’t plan it – but I’ve always been drawn to organisations with a clear purpose. Joining the CIPD was the natural next step: it brought together my professional identity (including being a member since 1997), personal values and experience in leading transformation. Being part of a membership body that shapes the profession that is my profession is a privilege.
Involvement with the network in the past
I was introduced to the network by David D’Souza, Director of Profession at the CIPD. As this is a new ambassador role, I’m excited to shape it, bringing the HR perspective into the network and learning from others across the membership sector.
What are your current goals/challenges from a membership perspective?
Navigating the complexity of evolving member expectations while staying true to our purpose. Balancing scale with a sense of belonging. Creating inclusive, relevant experiences that reflect the diversity of our community. HR has had a challenging 5 years and we want to make sure our offer recognises the pivotal role people professionals play in shaping performance, growth and resilience.
How will you will champion your ambassador subject area?
I believe HR is at the heart of thriving membership organisations. I’ll advocate for people-first cultures, data-led decision making, and practical tools that deliver impact.
If you could recommend one thing to a membership/association professional starting out in a role similar to yours, what would it be?
Get close to your members, understand their world, their needs, and what drives their loyalty. Membership is built on relationships. Listen well, act intentionally, and stay curious, and build those skills in your teams.
Something unusual/unique about you…
I was a precocious theatre brat, described as a miniature hybrid – Liza Streisand. My idea of stress relief is a good hour of karaoke.
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