Brand and digital marketing specialist Iain G. Morrison has been appointed as Head of marketing and communications at leading not-for-profit leisure trust GLL (Greenwich Leisure Ltd).

His new role will see him develop and implement a 360° marketing strategy across the entire 5,000 strong multi-brand organisation; which operates more than 100 leisure centres and two day spas across the U.K.

Initially, particular focus will be given to brand development. Iain will also draw on his digital expertise to introduce the organisation to the latest social & digital methods in order to deepen customer and partner engagement, and drive incremental revenue. Iain has a strong track record within the leisure sector.

Prior to joining GLL he spent three years as head of global campaign marketing at the national tourist agency, VisitBritain.

Key achievements included facilitating the move from local to global marketing via the set up of a London-based campaigns unit, securing multi-million pound cash investment from the commercial sector (partners including British Airways, Virgin Atlantic & Emirates) and overseeing the first major rebrand in over five years.

Previous roles have included Digital lead across WPP's 'Team HSBC' and senior positions with agencies Masius and Young & Rubicam.

Commenting on his appointment, Iain G. Morrison said; "GLL's unique status as a charitable social enterprise (which sees all profits re-invested back into local communities), makes my new position akin to the marketing Holy Grail. Both an exciting challenge and a rewarding opportunity. I look forward to working closely with the board & senior management team to raise GLL's profile in a year where sport is increasingly moving up the agenda."

GLL Chairperson Steve Ward added; "From our first meeting, Iain's passion and enthusiasm for our business was truly infectious. GLL has gone through an unprecedented period of growth in the last 12 months and under Iain's leadership, I'm confident the marketing department will find innovative and cost-efficient ways to encourage community involvement, promoting healthy living through GLL's provision of quality leisure and fitness facilities."

GLL is the pioneering worker-owned, charitable social enterprise that first took over the operation of Greenwich Council's leisure centres in 1993 as an innovative 'spin out'. In its first year of operation GLL had a turnover of £5m, with 150 employees operating within one London borough. In 2010 turnover hit the £70m mark.

GLL currently operates all the public leisure centres in the five Olympic host boroughs and aims to be a key player in the delivery of the 2012 Olympic Games and more importantly in the legacy for East London thereafter.