Telegraph shakes up marketing with new team and director

Telegraph Media Group (TMG) has overhauled its marketing operations, creating a new marketing director role and department, in a bid to drive customer loyalty and revenue.

The Daily and Sunday Telegraph owner has promoted loyalty director Graham Horner, a former head of loyalty at Coca-Cola, to lead the newly created marketing team.

In March, Marketing Week exclusively revealed that Horner left Coca-Cola after three years to join TMG and mastermind the media owner’s customer retention strategy.

The new department will work across the group and will have responsibility for all newspaper sales promotions, newspaper subscriptions and the Telegraph’s recently launched loyalty programme.

It will also have responsibility for customer data and insight, interactive marketing and brand campaigns.

Horner says the marketing department aims to “deliver a consistent and quality experience” to customers.

The move comes two weeks after TMG folded its standalone digital operation, originally set up to explore new revenue streams, back into its central office. It is understood the unit will be rebranded as the Digital Futures Division.

It also follows the sudden departure of editor-in-chief and managing director Will Lewis after what is believed to be a disagreement over the future direction of the unit with TMG chief executive Murdoch MacLennan.

According to the latest ABC circulation figures, The Telegraph saw a 2.23% rise to 698,456 in May, while The Sunday Telegraph was up 0.52% to 512,819.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here