THOUGHT LEADERSHIP AND AUDIENCE DEVELOPMENT
Thought Leadership
As part of my role as Global Head, Audience Development and Paid Media at Reuters, I directed a 6 months long B2B influencer campaign to promote Reuters Professional brand and events via LinkedIn Thought Leader Ads (Reuters Next NYC and Gulf, Reuters on the ground presence at Davos and COP).
A key part of this strategy was including brand values and proposition into individual stakeholders posts (trust, accuracy, reliability), as well as tapping into key themes in the global news agenda (AI, political distrust, sustainability).
Testing different ad creatives and target audiences, I focused on Engagement KPI, reaching x9 times higher ER and x12 times higher CTR than LinkedIn industry benchmark.
A key strategy was running the ads via local sellers profiles, which drove to 3.50 x ROAS.
The ads contributed also to increasing Reuters Plus LinkedIn followers (+200% VS the channel average), and 30% of events sponsor and 40% delegates attendance.
On the back of this campaign, I collaborated with LinkedIn to bring their reps presenting B2B influencer advertising and revenue generating opportunities to the global Sales team, as well as unlocking a long term budget investment in social media advertising to promote Reuters Events and Reuters Professional brands.
Copyright Thomson Reuters, 5 Canada Square, London, E145AQ
Branded Content Marketing
Reuters Plus, founded in 2017, is Reuters Professional custom content studio aimed at creating integrated marketing campaigns targeting C-suite and BDMs across the finance, tech, AI, pharma, travel, luxury and governmental industries globally.
I scaled the audience marketing function from 1 to 4 resources, doubling social advertising revenues and focusing on growing audiences and increasing brand awareness through digital amplification strategies. A key part of my leadership role was collaborating with sales, content strategists, media planning and creative teams to create and package branded content including short and long-form video, podcast, infographic, article and live events.
My role also involved onboarding project management tools (Trello, Wrike) and establishing reporting dashboards and AI workflows via ClaudeCowork to enhance efficiency and scalability.
Additionally, I established key partnerships with platforms like LinkedIn and Spotify to leverage their beta services and boost Reuters Plus's commercial value. Clients spanned globally, with deal values ranging from $50,000 to $3 million.
Content examples:
Georgia's Gateway to Growth - Video
How is AI reshaping the Arts in Uzbekistan - Infographic
Abu Dhabi Sustainability Week at COP 28 - Hub + Video
IDA Ireland Live LinkedIn Broadcast + Video + Articles
Indonesia's Game-Changing Pivot - Video
Tourism of Thailand Awards - Landing page + Video
Masdar, Future of Energy Talks - Podcast
Copyright Thomson Reuters, 5 Canada Square, London, E145AQ
