Q1. Tell us about yourself
Hi, I’m Alex and I’m thrilled to join River Action as the Senior Digital Communications Coordinator.
I’m from the Bristol area, and grew up on the River Avon and Boyd, spending much of my childhood swimming, picnicking and jumping from bridges and rope swings that no 10 year-old should’ve probably been using. I love our waterways and if I was ever on I’m a Celeb, my ‘happy place’ would be floating along the river in my kayak, with fish below me, birds above me and woodland to my sides.
Q2. How did you become interested in river protection?
As a keen kayaker, I spend a lot of time paddling our beautiful rivers, and I have seen firsthand the transformation from thriving ecosystems to polluted and degraded waterways. I vividly remember paddling the Wye a few years ago and being shocked at the changes to the river since I last paddled it. The water was much murkier and the river weed had disappeared at an alarming rate, it felt like a friend was dying in front of my eyes.
That sparked a determination to take action, I began to research the reasons for the Wye’s ecological collapse and discovered that River Action had recently been set up and was actively campaigning for the Wye. I have been a great admirer of River Action ever since, keenly participating in the March for Clean Water last year and joining my local River Trust.
Q3. You have nearly 10 years experience working in sales and marketing. What have you enjoyed most about this kind of work and what have been its biggest challenges?
Within my sales and marketing roles, I love being able to use my creativity and problem solving skills to find innovative solutions. I enjoy building real, meaningful relationships with people from varying backgrounds. I have spent time working in Spain, Laos, China and Vietnam, which has given me an amazing opportunity to meet people from all walks of life and to see how strategies and solutions differ from place to place and from company to company.
In terms of challenges, sales is a world in which rejection can be common and disheartening. I maintain that the best sales person is honest, open and resilient, something I’ve tried to take with me in all parts of life. In terms of marketing, navigating the ever-evolving digital landscape. Algorithms change, audience behaviours shift, and attention spans get shorter. Staying ahead requires creativity, adaptability, and a deep understanding of what truly resonates with people.
Q4. Outside of work, you also volunteer as a ‘Water Guardian’ for the River Avon. Tell us more about your experience.
As a Water Guardian, I help monitor and report pollution on the River Avon, feeding into a wider network of citizen scientists and campaigners fighting to protect our waterways. It’s a small but vital role, ensuring that pollution incidents don’t go unnoticed and gathering data that can be used to hold polluters to account.
We’ve also done some very cool trips such as a demonstration of how sniffer dogs are now being trained to smell dangerous chemicals that can be found in sewage, so that sewage leaks can be identified and dealt with more quickly. It also gives me a great excuse to visit my stretch of the Avon more regularly, so I would definitely recommend volunteering for those interested!
Q5. Tell us about your new position as River Action’s Senior Digital Communications Coordinator? What can we expect to see from your role in 2025?
My role is all about amplifying River Action’s campaigns and engaging more people in the fight to save our rivers. In 2025, expect to see bold, creative digital campaigns that not only inform but inspire action, whether through compelling content, community-driven initiatives, or innovative storytelling.
I’ll also be focused on analysing and developing River Action’s analytics, strengthening our supporter and key influencer engagement, and visiting community campaigns to capture the amazing efforts of people around the country. It’s an exciting time, and I’m eager to help drive real change this year.
Q6. Finally, in your opinion, what is further needed/what needs to change to rescue Britain’s rivers?
We need stronger enforcement against polluters, proper funding for regulatory bodies, and a shift in public and political will. Right now, too many industries are allowed to degrade our rivers with little consequence. Holding them accountable and pushing for systemic change is crucial.
At the same time, grassroots action is powerful. The more people who stand up for their local rivers, whether by monitoring pollution, pressuring decision-makers, or supporting organisations like River Action, the harder it becomes for those in power to ignore the crisis. A combination of policy enforcement, legal action, and public mobilisation is what will turn the tide.