My Role
Product Owner.
Team
In-house editorial team, in-house sales team.
Financial Times Digital Strategies.
Axate, 3rd party paywall provider.
Software
Google Analytics, Google Search Console, Google Docs, Mailchimp, Illustrator and Photoshop.
The newspaper industry's shift to digital has generated limited revenue compared to its once-lucrative printed editions.
Trusted journalism has seen a decline in value, with free news content and digital advertising falling short of expectations.
Seeking a clear digital strategy, the Rotherham Advertiser collaborated with the Financial Times Strategy team, supported by Google funding, to conduct research and audits aimed at identifying audience interests and revenue opportunities.
Among the top-performing content streams was Rotherham United news by Paul Davis, known for his expertise and strong social media presence.
Together, we developed a roadmap for premium exclusive content to place behind a paywall, enhancing social media strategies and email marketing campaigns with Paul's valuable input.
We created a concise RUFC newsletter featuring a roundup of articles in one place, along with special content.
We conducted multiple A/B tests on subject lines and determined the optimal day and time to send newsletters.
Although we hypothesised that content might have a limited shelf life, particularly after a weekend defeat when fans desired to move on, we shifted focus to deeper analysis.
Open loops in the copy sparked curiosity and drove engagement, a skill Paul excelled at.
Each newsletter featured a custom picture reflecting the weekend's game, including the Man of the Match and lead goal scorer.
Pattern breaks in the copy facilitated quick scanning of content.
With a remarkable 75% open rate and 13% CTR, the newsletter exceeded industry averages.
Ultimately, the success of our digital marketing strategy enabled us to convert our audience of brand enthusiasts and loyal readers into 3,420 paying users.
I created a digital marketing campaign for GO Outdoors’ "Countdown to Summer" campaign, focusing on families trying camping for the first time.
I collaborated with Jo Forbes on her start-up, focusing on understanding her target audience and addressing asset finance challenges.
Kinzo bravely opened a store during the pandemic, tapping into the rising interest in home interiors. I created striking print ads to showcase Kinzo's unique interior design, emphasising the shop's variety and hidden treasures.
A curated collection of artwork from over two decades of working within the publishing industry.
FamLinkUp app eases the burden of busy parents by empowering them to manage hectic schedules and children's commitments with family and peers, distributing responsibilities and facilitating assistance.
Working with the Atriums existing branding, I created a suite of both print and digital assets to be used for their self storage units.