| The Guardian |
| Marketing Strategy |
Marketing Strategy and Subscription Sales Growth
1996 – 2006
For 10 years I was involved in developing and implementing a variety of marketing campaigns and revenue generating projects for the Guardian and Observer newspapers in the UK.
This ranged from direct sales promotion of the newspaper to students, to a national marketing campaign focused on sport as a way of differentiating the newspaper's offering and appealing to a different target demographic.
It also involved a secondment to work within the Marketing Department for a 6–month period during a critical period of strategic change.
The Guardian is a British national daily newspaper, known until 1959 as the Manchester Guardian. Owned by The Scott Trust, profits are reinvested in journalism rather than to the benefit of an owner or shareholders.