Reporting to News UK Chief Operating Officer David Dinsmore, and joining his senior leadership team, Pedro will be responsible for driving the joined up data vision and strategy across the whole business.
He will lead the company’s Data Hub, optimising the value of data and insight, and working with senior leaders from all divisions and brands to ensure that strategic decision-making is fuelled by data.
David said: “A major driver of our future growth will be our ability to harness the data we gather on our millions of engaged consumers, and unlock its potential across our business. Pedro has a great track record of ensuring data is the engine of transformation for businesses across the media, telecoms, hospitality and FMCG sectors.”
Pedro has more than 20 years’ experience in consumer insights and analytics, creating commercial opportunities, driving innovation and helping organisations become more customer centric. He has done much work pioneering personalisation and recommendation models across market-leading brands including Channel 4 and Vodafone.
Most recently, at Warner Media Pedro has led the transformation of a cross-platform data and intelligence function to support the company’s expansion across its portfolio of network and streaming brands in EMEA including Cartoon Network, Boomerang, Adult Swim, Boing, Cartoonito, HBO and TCM.
Pedro said: “I’m hugely excited to be joining such a talented team at News. They have a roster of brands which sit at the heart of the national conversation, engaging millions every day. Gaining an ever-better understanding of who those millions are, how they connect with the brands and how they connect with the world will open up more opportunities for News UK, and for its commercial partners.”
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