Her new assignment is a symptom of a broader realignment within the organisation's structure. The Cause-Related Marketing Campaign will be re-housed under the wing of development director Mallen Baker, alongside other areas of work that fall into the 'marketplace' arena - corporate activities that impact on society, such as supply-chain management, responsible marketing, or the pricing of life-saving drugs.
The annual conference next month will focus on these issues.
Adkins devised the Cause-Related Marketing Campaign with Dominic Cadbury of Cadbury Schweppes nine years ago, and has run it ever since.
The campaign has facilitated many of the UK's best-known marketing tie-ups, such as British Gas and Help the Aged, Comic Relief and Mr Kipling, and Avon and Breakthrough Breast Cancer.
While Baker denied the charity was reducing the emphasis of the campaign, he admitted the changes signalled a "change of gear".
"Cause-related marketing is a fairly mature process now - a lot of the development work has been done," he said.
"But what the Cadbury and the Youth Sport Trust's 'Get Active' campaign showed was there is still an amount of risk evaluation that needs to be built into the process. And a lot of companies still don't buy it - while we work with a lot of companies it is not the majority."
He described Adkins' new position as a "wider corporate social responsibility role", involving broader advisory work with global companies.