THOUGHT LEADERSHIP AND AUDIENCE DEVELOPMENT
Thought Leadership
​As part of my role as Head of Audience Development at Reuters, I tapped into the latest trend of B2B influencer marketing 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).
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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.
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The ads contributed also to increasing Reuters Plus LinkedIn followers (+200% VS the channel average), and 30% of events sponsor and 40% delegates attendance.
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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.
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Copyright Thomson Reuters, 5 Canada Square, London, E145AQ
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Integrated Marketing Strategies
Reuters Plus, founded in 2017, is Reuters Professional custom content studio aimed at creating integrated marketing campaigns for B2B and B2C clients.
As Head of the audience development team, I focused on growing audiences and increasing brand awareness through digital advertising of various sponsored content types.
My role also involved optimizing processes and MarTech platforms 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.
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Content examples:
Reuters Plus creative agency promo - Video
Abu Dhabi Sustainability Week at COP 28 - Hub + Video
IDA Ireland Live LinkedIn Broadcast
Barilla the Joy of Food - Article
How is AI reshaping the Arts in Uzbekistan - Infographic
Tourism of Thailand Awards - Landing page + Video
Masdar, Future of Energy Talks - Podcast
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Copyright Thomson Reuters, 5 Canada Square, London, E145AQ
Acquisition Strategy
At New Scientist magazine I project managed from idea generation to launch the quarterly subscription campaigns, targeting New Scientist users across two main groups: registered (newsletter subscribed) and website visitors.
As part of this, I took care of translating the brand proposition into marketing and advertising materials, as well as the website.
Working together with the Design team, web developers, and UX designers, I ideated inspirational visuals linked to New Scientist's brand values and USPs.
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The campaigns were launched across a variety of channels: print advertising, inserts in the magazine, social media, PPC, web push notifications, and contributed to promote digital, print and subscription bundles sales worldwide.
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The example below is the 2017 Q1 campaign, which generated YOY +190% revenues and +55% subscribers.
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Copyright New Scientist Limited, 25 Bedford St, London, WC2E 9EQ
