After doing a PhD in chemistry at Nottingham University, Amanda moved out of academia and into the business world joining Procter & Gamble in Brand Marketing in 1987. In 1989 she joined Save the Children using her commercial marketing skills to raise money through Corporate Fundraising.
Amanda moved to Comic Relief in 1994 as the Fundraising Director and in 1997 she became the Marketing Director with full responsibility for the Red Nose Day and Sport Relief campaigns. As Comic Relief went through huge growth and digital media became more integral to the organisation, she became the New Media and Development Director in 2003, also taking responsibility for Comic Relief's major involvement in the Make Poverty History campaign in 2005 and for Idol Gives Back in the US in 2007. In 2008 Amanda took on a new role as the Innovation Director, responsible for the expansion of Comic Relief’s brands internationally and the development of new income streams.
Amanda is now the International Campaign Development Director with full responsibility for launching and running Red Nose Day in the USA as well as continuing to expand Comic Relief’s presence around the world.