The Public Fundraising Regulatory Association’s head of policy and communications has been promoted to become the face-to-face regulator’s new chief executive.

Peter Hills-Jones will take over from Sally de la Bedoyere, who is leaving to become chief executive of the animal charity Blue Cross, on 3 November.

Hills-Jones, who was promoted following an internal appointment process, joined the PFRA in March from Bedford Borough Council where he was political adviser to the Labour group. He joined the local authority from Bedford Business Improvement District, where he was executive director.

He previously held roles in the House of Lords as a policy analyst working on inquiries including the BBC Charter Review.

“The PFRA plays a vitally important role and I look forward to working with all our members to build on the many successes of the last two years,” Hills-Jones said. “Although there will be many challenges ahead, I believe we have the right strategy and team in place to further drive up fundraising standards and ensure self-regulation continues to be a great success.”

De la Bedoyere, the PFRA’s outgoing chief executive, said: “Since Peter’s recruitment, I have been enormously impressed with his understanding of the major issues facing the sector. He has provided me with outstanding support throughout his time in post and I know he will do a superb job for the entire membership.”

It was announced in September that de la Bedoyere was taking on the role at the Blue Cross.

Kim Hamilton, former chief executive of the Blue Cross, resigned from her role in January following press allegations of impropriety at the charity.