Blue Light Card appoints Julia Diggs as Chief People Officer

Blue Light Card, the UK’s leading discounts and rewards platform for serving and retired frontline workers, has appointed Julia Diggs as its new Chief People Officer, strengthening its executive leadership team as the organisation prepares for its next phase of growth.

Diggs brings more than 25 years of experience in people and culture leadership across start-ups, scale-ups, and large public and private organisations in sectors including energy, healthcare, media, retail, and technology. She joins Blue Light Card’s Executive Team at a time when the company is expanding its investments in technology, product development, partnerships, and workforce capabilities.

Prior to joining Blue Light Card, Diggs served as Vice President of People at OVO Energy, where she led a complex post-acquisition integration and helped build an employment brand recognised among the UK’s Best Places to Work for Women. Her experience includes leading organisational transformation initiatives, strengthening workplace cultures, and developing talent strategies that support business growth.

In her new role, Diggs will oversee the company’s people strategy as Blue Light Card continues to serve more than six million members across the emergency services, NHS, social care, education, and armed forces communities.

Alidad Moghaddam, Chief Executive Officer of Blue Light Card, said Diggs’ experience in building high-performing cultures and supporting organisational growth made her a strong fit for the business.

“Julia brings a wealth of experience helping organisations grow while building strong, high-performing cultures where people can do their best work,” said Moghaddam.

“What stood out to us was Julia’s belief that high standards and a supportive culture go hand in hand. As Blue Light Card continues to grow, the quality of how we develop our people, work together and support performance will be critical.”

He added that creating a strong workplace culture remains central to the company’s mission of supporting frontline workers across the UK.

Commenting on her appointment, Diggs said she was attracted by the company’s purpose-driven culture and growth ambitions. “Blue Light Card has built something special – a purpose-powered, tech-enabled organisation that makes a meaningful difference to millions of frontline workers across the UK,” she said.

“My focus will be on harnessing the full power of our purpose as we grow, ensuring our organisation has the talent, capability and structure to scale with confidence, with teams that embrace new technologies and continuously build the skills to use them well.”