In the role, Robinson will oversee WRAP’s core programmes spanning resource management, circular economy development, food systems transformation, packaging, textiles and fashion, as well as the organisation’s behaviour change work.
WRAP explained that Robinson will take responsibility for the design, delivery and impact of its global programme portfolio, working closely with Chief Executive Catherine David to develop its collaborative action programmes with businesses and governments.
This includes supporting the organisation’s sector-specific Pacts, such as the recently launched UK Packaging Pact, alongside initiatives aimed at helping local authorities and devolved governments improve recycling rates, cut waste and embed circular economy practices.
Commenting on his appointment, David said: “I am delighted to welcome Alex to WRAP and excited to work with him to scale WRAP’s impact globally in pursuit of our Circular Living mission.
“Alex brings a wealth of valuable experience in leading inventive system change programmes for circularity, a sharp commercial focus and a truly global outlook. I can think of no one better suited to accelerate the next phase of WRAP’s impact: for people, partners and planet.”
Robinson joins from Hubbub
Robinson joins WRAP from environmental charity Hubbub, where he served as Chief Executive.
During his tenure, he helped scale the organisation’s campaigns and delivery programmes, with Hubbub estimating it inspired the equivalent of one environmental action every nine seconds across the UK.
Under his leadership, Hubbub was named Charity Times Charity of the Year in 2023.
Robinson added: “Shifting behaviour at scale is one of the toughest and most important things we can do to tackle the climate and nature crises.
“WRAP is one of the few organisations genuinely equipped to do it, through its work with governments, business, NGOs and citizens. I’ve long admired Catherine and the team’s work and I’m excited to play my part in the next chapter.”
Prior to his work in the environmental sector, Robinson spent the first half of his career in the music industry, where he built international campaigns and partnerships before selling his music services business.
He later moved into climate and environmental campaigning, bringing experience of working across business, government, philanthropy and the voluntary sector.
WRAP said his ability to communicate complex issues in accessible ways would be key to driving large-scale behaviour change.
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