The initiative is part of a three-stage campaign focussed on reach, reader engagement, and digital subscriptions. In phase one, the FT drove current and potential readers towards its world class journalism, through targeted digital promotion on social media channels and elsewhere.
Phase two commences on Wednesday 9 September and includes 24-hours of free access to FT.com, enabling new readers to sample exclusive content. The third phase will offer subscriptions to new users of the product. The campaign will run on desktop, mobile and digital out of home in financial districts in the US and UK and include placements within well-known office buildings.
In this role, Tom will oversee the strategic use of customer data and research across the organisation. He will help identify growth opportunities as well as experimenting and testing new ideas with the aim of building audiences and revenues. In addition to supporting product development, advertising and audience engagement with data insight, Tom and his team will create new tools to democratise the use of data across the business.
John Ridding, FT CEO, said: “I am delighted to welcome Tom to the FT executive board in recognition of the contribution data insight brings to the FT’s performance and success. His experience leading our data analytics team during a hugely important part of our digital transformation will be fundamental to the continued growth of our digital and subscription business.”