Lawson will be responsible for GNM brands including The Guardian and Observer newspapers as well as guardian.co.uk. He is also tasked with “developing digital audiences across all platforms”, the publisher says.
His appointment follows a restructure of GNM’s marketing department last year that saw the departures of marketing director Marc Sands and head of sponsorship, events and marketing operations Sara Rhodes and the creation of the content sales and marketing director role.
Lawson announced his departure from Absolute in December. It was said at the time he had left to setup his own digital venture.
Lawson had been the station’s brand director since its launch in September 2008 following its rebrand from Virgin Radio.
Prior to Absolute he was digital marketing director for Bauer Media’s lifestyle and specialist brands.
Lawson is the fourth and, according to the publisher, “final” director to be appointed to GNM’s consumer management board. He joins Andre McGarrigle, customer insight director, Kate Morgan-Locke, consumer offers and services director and Chris Pelekanou, advertisement sales director.