Miranda Mapleton, the Founder of White Swan, has amassed over 20 years of senior-level experience
in premier businesses such as PepsiCo, Mars, and Miele. Her remarkable journey from a Marketing
Director at multinational corporations to the helm of a global charity showcases her strategic prowess
and commitment to making a positive impact on society.
Pinnacle Moments in Corporate Leadership:
Miranda’s leadership journey began at PepsiCo, where she spearheaded a major reinvigoration
strategy, delivering five consecutive years of growth on the Walkers Crisps brand (one of PepsiCo’s
biggest global brands). Notably, her award-winning marketing campaigns, including the renowned
“Do Us A Flavour,” captured the nation’s attention. Miranda’s ability to engage the entire organization
in transformative initiatives, reducing R&D time and inspiring reinvention, set the stage for her
impactful career.
Transitioning to Mars as Marketing Director Petcare, Miranda broadened her leadership experience
within the Global Marketing community. She led a team in developing a new 4-year commercial
business strategy, revitalizing the portfolio, and steering global communications for major Petcare
brands. Her role at MoneySuperMarket (MSM) added eCommerce expertise to her repertoire, where
she successfully led a strategic transformation to expand and accelerate growth.
Miranda’s journey took a unique turn when she joined forces with Steve King, co-founder and CEO of
Black Swan Data Ltd, to establish White Swan. Motivated by a desire to make a positive difference in
health and wellness, Miranda embraced the challenge of founding an organization from scratch.
Today, White Swan operates globally, boasting a dedicated team, Board of Trustees, Clinical
Advisors, and over 130 volunteers.
Strategic Expertise Across Industries:
Miranda’s diverse experiences across FMCG, eCommerce, Health Tech/AI, and the charity sector
have honed her strategic and commercial expertise. Her positive, action-oriented attitude remains a
constant, coupled with a keen ability to inspire and engage teams. Transitioning between sectors has
further sharpened her strategic acumen, evident in her role at White Swan, where she started with a
blank sheet in an entirely new industry.
Leadership and Team Engagement:
Miranda’s leadership style centers on positivity, openness, and a people-oriented approach.
Recognizing engagement as a key success metric, she emphasizes intentional efforts to foster a
positive organizational culture. Her ability to set and achieve engagement goals, following Gallup key
principles, underscores her commitment to building cohesive and motivated teams.
Navigating Challenges and Driving Transformation:
Miranda’s track record includes successfully leading teams through strategic transformation in
multiple businesses, delivering consistent business and people results, and driving growth in both
mature and new markets. Her adaptive approach to rapidly changing landscapes showcases her ability
to navigate challenges and seize opportunities.
Building Successful Cross-Sector Partnerships:
A testament to Miranda’s partnership-building skills has been White Swan’s collaboration with
multiple organisations and individuals. One particularly important collaboration has been with a
Consultant Rheumatologist at the Royal United Hospital. This partnership, focused on accelerating
the diagnosis of Ankylosing Spondylitis, resulted in a co-authored paper, showcasing the
organization’s capabilities and commitment to creating impactful cross-sector collaborations.
Global Scaling and Mission Alignment:
Scaling White Swan globally presented challenges, but Miranda’s commitment to aligning with the
charity’s core mission prevailed. The governance structure ensures all activities align with the mission
of improving health using technology and analytics. Living by values has been key to retaining the
founding group of volunteers and maintaining focus amid growth.
Purpose-Driven Marketing and AI for Health:
Miranda’s approach to developing a vision and strategy for White Swan involves leveraging AI and
analytics through the Million Minds platform. This proprietary technology combines social data with
AI to create patient-orientated actionable health insights, accelerating diagnosis, improving clinical
trial design and new treatments, and informing research priorities.
Balancing Commitments and Future Plans:
Miranda’s energy and passion drive her ability to balance roles at White Swan and freelance
commercial and marketing consultancy work. Looking ahead, White Swan’s key initiatives include
expanding Million Minds’ capabilities and adopting a more agile approach to meet evolving client
needs with new insights offerings.
Supporting White Swan’s Mission:
Individuals and organizations can contribute to White Swan’s mission through donations,
introductions, or volunteering time. For those eager to make a positive impact on healthcare, reach out
to White Swan at hello@whiteswan.org.uk which offers an opportunity to support.
Inspiration from Personal Stories:
Miranda’s commitment to White Swan’s mission is deeply rooted in personal stories of transformation.
Julie King (sister to Steve King), went from being wheelchair-bound and facing a life-threatening
condition to completing a triathlon after a correct diagnosis enabled by the same technology that underpins all of White Swan’s work today. This inspired the start of the White Swan charity and
serves as a powerful reminder of the impact that timely and accurate healthcare interventions can
have. Her story continues to be a driving force behind the ongoing work at White Swan.
Living Values and Corporate Social Responsibility:
Miranda emphasizes that the success of White Swan is not just measured in terms of achievements but
is deeply intertwined with the organization’s values. As a charity, White Swan’s governance structure
ensures that every activity aligns with the charitable mission of improving health through technology
and analytics. The enduring commitment to values is evident in the longevity of volunteers and staff,
fostering a culture that transcends organizational growth.
Leveraging AI for Societal Health:
White Swan’s proprietary AI health insights platform, Million Minds, stands as a testament to
Miranda’s dedication to leveraging technology for societal health. The platform analyzes vast amounts
of social data, providing actionable insights into various health conditions. By understanding patient
perspectives at scale, Million Minds has become a powerful tool for accelerating diagnoses improving
clinical trial design and new treatments, informing research priorities, and influencing policy
decisions.
Success Stories of Impact:
One remarkable success story involves White Swan’s collaboration with a Consultant at Birmingham
University Hospital. Focused on Hypertrophic Cardiography, a rare cardiac condition often undetected
until a cardiac arrest, the team analyzed social conversations. The resulting correlation graph
highlighted the relationships between early symptoms and the White Swan team identified Sports
Teachers/Coaches as crucial audiences for education. This groundbreaking approach exemplifies how
innovative uses of technology can lead to tangible improvements in healthcare outcomes.
Conclusion: A Visionary Leader Driving Positive Change:
Miranda Mapleton’s journey from corporate success to founding White Swan exemplifies visionary
leadership and a commitment to driving positive change in healthcare. Her strategic acumen,
dedication to team engagement, and the impactful use of AI and analytics at White Swan showcase
the potential for transformative approaches to societal health. As the organization continues to evolve
and expand its reach, Miranda’s leadership remains at the forefront of a mission-driven initiative that
seeks to improve the health and well-being of communities worldwide.
