Understand the barriers to breastfeeding, supporting and empowering women to overcome them. Support staff with specialist infant feeding issues, providing up to date evidence-based information beyond their own knowledge and experience. Provide a positive role model to colleagues, coaching and teaching staff, women and their families as required. Provide specialist breastfeeding support in other clinical areas when required. Support and deputise for the Infant Feeding Lead in his/her absence in the running of the Breastfeeding Clinic for complex feeding issues