Serina Donkin

Enigma
DISC Type : icd

Director of Communications & Engagement at The Rank Group plc

Farnham, England, United Kingdom

Overview

Serina is a communications director at The Rank Group plc with over 15 years of experience. She is a certified professional in Leading Equality, Diversity & Inclusion and Organisational Culture, focusing on enhancing communication channels and effectively implementing strategic messages across corporate platforms.

Outside of her corporate role, Serina is passionate about community and wellbeing. She actively supports fundraising for charities like the Carers Trust and has completed Mental Health First Aid training. She has also contributed to community magazines, showing a commitment to local engagement.

She was named the Women in Gaming Positive Role Model of the Year for 2024.

Personality Overview

Persuasive & Assertive

Challenger

Hard To Convince

They are generally strong communicators and are not easy to convince.  They can sound friendly and charming but can quickly change gears to become inquisitive and probing  They are likely to ask many questions and look heavily for supporting proof as well as information.

Topics They Care About

Corporate Communications
With over 15 years of experience, she focuses on transforming internal and external communications to promote strategy, vision, and culture.
Diversity & Inclusion
Holds a Level 6 CMI certification in Leading Equality, Diversity & Inclusion and actively promotes building an inclusive and vibrant workplace.
Employee Engagement
Focuses on creating engaging communications for colleagues and has previously managed internal comms to support employee engagement strategy.

Media Appearances

Serina has no verified media appearances

Work History

2-2025
Director of Communications & Engagement at The Rank Group plc
4-2024 - 2-2025
Head of Communications & Engagement at The Rank Group plc
4-2021 - 4-2024
Communications Manager at The Rank Group plc
4-2019 - 4-2021
Senior Communications Executive at The Rank Group plc
5-2018 - 4-2019
Internal Communications Executive (Mat Cover) at Sodexo - Employee & Consumer Engagement

Education

1993 - 1994
GCSE from Court Moor School
Level 2 from CYQ Fitness Qualification

More Information

Social Presence :

Prographics :

Exp : 19 Location : Farnham, England, United Kingdom Job Level : Mid-senior Designation : Director of Communications & Engagement at The Rank Group plc
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Insights For Selling To Serina

During A Call Or A Meeting

DO's

  • Build rapport slwly without rushing, it will come handy to handle hard questions later
  • Use a combination of data as well as stories for your pitch, a ppt might not be necessary
  • Be prepared for a mix of questions and inquisitiveness, answer them in the tone in which they have been asked

DONT's

  • Don’t brush off any concerns, take all questions seriously. They are easily deterred
  • Avoid making offhand commitments, understand the root of their concerns first
  • Don’t try to rush them into a decision, provide all necessary information first

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Serina is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Serina

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Serina move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Serina take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Serina

Personality Compatibility


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