Mission-Driven Leadership | Deborah Alsina, Arthritis UK

In this episode of Leading Lights, Abi Mellor is joined by Deborah Alsina MBE, CEO of Arthritis UK, for a deeply honest conversation about mission-driven leadership and the personal cost of leading purpose-led organisations.Drawing on decades of leadership across the health and charity sector, Deborah reflects on why arthritis remains widely misunderstood, and is often dismissed as part of ageing rather than recognised as a serious, life-limiting condition for millions of people. She shares her own experiences of advocating for others, caring for loved ones with serious illness, and leading organisations through moments of profound change.This conversation goes beyond strategy, exploring why belief in the mission is what sustains leaders through challenge and sacrifice. Deborah also reflects on her husband’s sudden cancer diagnosis, the years of uncertainty that followed, and why choosing work you truly care about matters more than ever.To quote Deborah: “Charities deserve people who give a damn about the mission.” This conversation makes it clear that she is exactly that kind of leader.Arthritis UK is the leading arthritis charity, changing lives through research, campaigning and support.Learn about Arthritis UK’s ‘Arthur Tut’ campaign on TikTok:https://www.tiktok.com/@arthritisuk/video/7575131588199992598Find out more about the charity:https://www.arthritis-uk.org/Follow Arthritis UK on social mediaInstagram: https://www.instagram.com/arthritisukLinkedIn: https://www.linkedin.com/company/arthritisukFacebook:  https://www.facebook.com/VersusArthritis/TikTok: https://www.tiktok.com/@arthritisukEnjoyed this conversation?Subscribe to Leading Lights to catch future episodes, and please consider rating and reviewing to help others find the podcast.Are you a Head of Brand, Marketing, Fundraising or Comms at a charity?Come along to the MOREVER Meetup, a welcoming space to connect with other women working creatively in the charity sector.Leading Lights is brought to you by MOREVER, an independent creative agency for charities and changemakers.www.morever.co.uk