In this newly created role, Laura will lead on bringing together a number of data teams within the Guardian to create a new data and insight centre of excellence. Along with heading up this new team, she will also be responsible for the adoption and implementation of new data strategies to deliver insights to the business - building a deeper understanding and connection with readers - as well as using data to inform and adapt group strategy. In addition, Laura will also work with the Guardian's commercial team as they build out new propositions.
Laura Scarlett said: “I’m very pleased to be joining such a respected organisation at this exciting and challenging time. User data is my passion, and I can see the Guardian takes it seriously and understands the potential value contained within it. It is my job to unlock it now, and provide benefit both for Guardian readers and the organisation itself."
Tony Danker, chief strategy officer, Guardian News & Media, said: “I’m thrilled to have appointed someone as talented as Laura into this new role. Our recently announced strategy has data and insight at its core and I’m confident that with her extensive experience Laura will be a huge asset to the business, enabling us to achieve greater editorial and commercial success.”
Most recently Laura was interim data director at Time Out where she was developing their membership strategy and designing a CRM infrastructure. Prior to that she led the National Trust’s programme to transform supporter loyalty, where she designed and implemented a data-driven customer marketing platform to help the organisation build deeper supporter relationships. Laura began her career in data-driven marketing at Wunderman, moving to dunnhumby ltd where she was managing director of its communications division.
