In this newly created role, Milsted will be responsible for overseeing the FT’s business-to-business advertiser relationships. This includes corporate finance, professional services, technology, energy and industrial. She will also lead the global commercial research team, which brings insight to clients’ marketing campaigns by making use of FT’s proprietary data and direct audience relationships.
Jon Slade, FT’s chief commercial officer, said: “The FT’s advertising team is recognised in the industry for its deep understanding of clients’ businesses and their marketing needs. Laura has an extremely impressive track record of exactly this. Furthermore, she has great media acumen, masses of positive energy, and, given her background, a thorough understanding of the media and advertising landscape. We’re delighted to welcome her to the FT.”
Milsted spent the last decade at Dentsu Aegis Network, most recently as UK managing director of Interprise, its B2B division. There, she was responsible for the growth of B2B revenues, leading new business as well key client relationships with the likes of Microsoft, UK Government and Santander. She has held previous positions at ZenithOptimedia, Banner Corporation and Starcom.
FT’s commercial team has had a string of recent award wins recognizing the success of content marketing studio FT² and FT’s commitment to viewability standards, says the FT. These include Media Brand of the Year, Media Company of the Year and Partnership of the Year at the British Media Awards and Best Advertising Operations Team at the Drum Digital Trading Awards.
