Tricia is currently the UK Country Director for World Animal Protection, a role she has held since August 2022, where she has led a bolder campaigning approach, engaging hundreds of thousands of activists in taking action against those profiting from animal cruelty. She has also restructured the fundraising directorate to increase supporter retention, engagement, and legacies bequests.  

Before joining World Animal Protection, Tricia held senior and strategic roles with WWF, where she was responsible for institutional funding globally, and for the UK government. As   Head of Campaigns at 10 Downing Street, Tricia led public information campaigns, launching policy initiatives such as the National Living Wage. After this she became Director of Communications for HM The Queen's last meeting of Commonwealth leaders, where she managed communications across 53 Commonwealth countries. She will take over as World Animal Protection CEO on July 1^st, 2024.

Tricia will take the reins from Steve McIvor, after his ten-year tenure, when he steps down at the end of June. Steve's leadership was instrumental in transitioning World Animal Protection into an organisation focused on tackling the systemic drivers of animal cruelty and positioning animal welfare as a pressing global issue.

Steve McIvor said: "It has been such a privilege to lead World Animal Protection and I'm incredibly proud of our dedicated, talented team and our achievements to create a better world for animals. I am delighted to be passing the baton to Tricia who I know will lead a team that champions animal welfare at the highest level and puts pressure on global corporations and governments to transform the systems that fuel animal cruelty and suffering." 

Tricia Croasdell said: "I am honoured to be appointed as the Chief Executive for World Animal Protection and to lead this incredible organisation as we fight to take the factory out of farming and work to ensure no future generations of wildlife are cruelly exploited for profit."

"Growing up in South Africa, I have seen how people, through collective action, can change the world. I know that by working together, with our supporters and activists globally, we will transform the lives of animals, while also benefiting people and the planet."

Joanna Kerr, Chair of World Animal Protection's International Board said: "Based on World Animal Protection's global and rigorous recruitment process, Tricia was selected.  The Board is very much looking forward to working with this visionary and energetic leader, campaigner and changemaker to advance our people-powered campaigns to move the world to protect animals",

 Tricia is the first female Chief Executive appointed to lead World Animal Protection. She lives with her female partner in Hitchin, Hertfordshire and their dogs.