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Ernestina Potts (Craig Hall) is an experienced professional with a robust background in strategic leadership and communications, primarily within the Virgin group since 2011. Currently serving as Director of Purpose & Vision at Virgin, Ernestina has held various senior roles, including Head of Culture, People Experience & Purpose, and Head of Campaigns. Prior to this, significant contributions were made at Virgin StartUp as Head of Strategy and Communications, and at Virgin Media as Head of Brand for Good, where focus was on social impact and stakeholder engagement. Earlier experience includes roles at BBC, where leadership was demonstrated in outreach, project management, and corporate responsibility initiatives, alongside tenure at BBC charities and television research at ITV and Prospect Pictures. Ernestina holds a BA Hons in Economics & Politics from The University of Sheffield.