Emily’s new position within the digital team will be focused on hitting Shortlist Media’s commercial goals, designed to double digital revenue at the publisher to over 50% of the overall business, specifically through email, branded content and video. The digital team will operate a programmatic-first, data-driven approach that leverages the best in technology with a creative, human touch, says Shortlist Media.
Emily joins the company from Reuters, where she held the position of head of programmatic, EMEA. She brings with her a wealth of experience in media, print sales, ad tech, digital trading and programmatic strategy. In her role at Reuters, she built the programmatic business from the ground up since 2014, trading on premium content and an affluent business audience, making her, says Shortlist, the natural choice for the role.
Meanwhile, Nicola, who was previously VP & group director at Vice Media, will be running the newly formed Creative Strategy team responsible for all content partnerships, reporting into Jo Sutherland and Ash Qureshi, newly appointed Heads of Family.
In her previous roles, Nicola has extensive content experience and has been responsible for leading digital and native content strategies at a number of leading media brands, including The Guardian, Vice, The Telegraph and Grazia.
The appointments follow Shortlist Media’s continued investment in its digital capabilities and technology, specifically using an in-house database team to support more personalised and preference based email solutions for its brands, with the aim to double audience inventory.
With plans to further increase audience development, digital sales and grow the video teams, Shortlist Media’s ambition is to grow its video and email offerings to dramatically increase contribution to the total digital revenue for the business.
Owen Wyatt, managing director, commercial at Shortlist Media said: “Emily possesses the perfect balance of data and creativity that we are looking for at this point in the Shortlist Media journey. Her understanding of pragmatic combined with experience in delivering targeted content solutions to relevant audiences will play a key role in our journey. I’m delighted to have Emily on board.”
Emily Palmer, head of digital at Shortlist Media said: “The digital advertising industry has hit a tipping point. Brands are now steering strategy and activation toward transparency, safety and the holy grail of combined audience and contextual relevance. Shortlist Media is the epitome of branding opportunity, with an engaged audience and content that is relevant to the metropolitan consumer.
Sophie Robinson, chief marketing officer at Shortlist Media said: “Nicola has vast experience and passion for strategic partnerships, and is perfect to lead our newly built Creative Strategy team. Family is doing fantastically well and it is a great time to have her join the team.”
Nicola Marsh, head of creative strategy at Shortlist Media said: “I’m delighted to be taking up this new role and looking forward to working with such a brilliant team. Shortlist Media is aiming to generate 50% of total revenue through content alone by 2018, so it’s an incredibly exciting time to join the business!”
Emily will begin her new role in mid-June, reporting into Owen Wyatt, and Nicola will begin her new role on 5th June, reporting into Jo Sutherland and Ash Qureshi, heads of Family, Shortlist Media’s in-house creative content studio.
