Miranda Mapleton’s journey to becoming the CEO of White Swan is a story of passion and purpose. With a strong foundation in the corporate world, Miranda spent the first 15 years of her career in leadership roles at renowned organizations like PepsiCo and Mars. As a Marketing Director, she led significant brand portfolios and global marketing initiatives. Seeking to expand her digital experience, she transitioned into the eCommerce sector, taking on a CMO role at a FTSE 250 company. We at CIO Global, are proud to introduce Miranda Mapleton as one of the Promising CEOs to Watch, 2024.
However, Miranda’s desire to make a positive impact on the world led her to a new challenge. She decided to leverage her skills and experience to create something meaningful, which resulted in the founding of White Swan, a global charity. As CEO, she now leads a dedicated team, a Board of Trustees, and over 130 volunteers, collaborating with esteemed organizations across various sectors. The inspiration behind White Swan’s creation is rooted in a personal and moving story. After spending a decade wheelchair-bound and undiagnosed, Julie King faced a dire prognosis. Her brother, Steve King, CEO and co-founder of Black Swan Data Ltd, used their technology to identify two rare conditions Julie had not been tested for. One of these conditions, Parkinson’s Dystonia, was confirmed, and with the correct medication, Julie’s life transformed. She is now an internationally competing CrossFit athlete. Steve’s vision of using Black Swan’s technology for good led him to ask Miranda to establish White Swan, and with the help of Black Swan volunteers, the charity was born.
“Innovation thrives when we look beyond the present and anticipate the needs of tomorrow.”
Miranda defines success for White Swan by the impact they make in improving health outcomes using technology and analytics. The charity measures its success by the insights it delivers to support organizations and clinicians in enhancing patient care. Volunteer engagement is also a key indicator, as their contributions are vital to the charity’s achievements. As a CEO, Miranda’s biggest challenge has been creating a completely new type of organization in an industry unfamiliar to her. With no blueprint or competition to reference, she started from scratch, defining every aspect of what White Swan would become. This process has been dynamic, evolving as new challenges and opportunities arise. Despite the obstacles, Miranda’s leadership continues to drive White Swan towards its mission of using technology for the betterment of global health.
Miranda Mapleton places immense value on keeping her team motivated and focused, believing that the success of White Swan is closely tied to the engagement of its members. She emphasizes the importance of caring about people, not just the organization’s goals. By fostering a culture of empathy and purpose, Miranda naturally brings her team together, ensuring they remain committed to the charity’s mission. When it comes to hiring new employees, Miranda looks for individuals who genuinely believe in White Swan’s charitable purpose. She understands the importance of team dynamics in a small organization, so she seeks out candidates who will integrate well with the existing team. Functional and leadership competence is essential, but Miranda also values unique perspectives and the ability to reach a consensus. Additionally, she ensures that every team member respects and values the contributions of the volunteers, recognizing their vital role in the charity’s success.
“True leadership is about caring for people as much as the organization’s goals.”
Innovation is a cornerstone of White Swan’s approach, and Miranda ensures the organization stays ahead by constantly monitoring changes in the external environment. She is particularly attuned to the evolving needs of patients and partners. White Swan’s strong partnership with Black Swan Data Ltd, which generously donates its technology, plays a crucial role in maintaining the charity’s innovative edge. Technology is central to White Swan’s business strategy. As a technology-driven organization, staying forward-thinking and adaptable is key to their success. Miranda is acutely aware of the need to evolve White Swan’s technological capabilities in response to the ever-changing landscape.
For those aspiring to become a CEO, Miranda offers valuable advice. She emphasizes that being a CEO is all about leadership—engaging people, creating a vision, and guiding others to achieve it. The role requires adaptability, resilience, and the ability to wear many hats. If someone prefers certainty and security, a CEO role may not be the right fit for them. Outside of work, Miranda enjoys a balanced life with her wonderful little family, a supportive extended family, and a strong circle of friends. She finds joy in daily walks with her dog in nature, which not only provides a sense of calm but also sparks ideas and offers a fresh perspective.
“Success is measured by the impact we create, not just by the goals we achieve.”