Vanneck-Smith will take responsibility for the marketing teams across News International and also for circulation revenue. She is tasked with steering brand and promotional activity titles as the publisher continues to launch more apps and products.
She is to maintain her existing responsibilities managing the customer direct division, which develops customer sales and marketing strategies. She also oversees subscription sales of print and digital products.
She gave an interview in Marketing Week in April when she said it is vital to “super serve” valued readers.
In her role on the executive team she reports to chief executive Rebekah Brooks. Previous CMO Jeremy Schwartz left after nine months in the role in September 2009 and recently joined L’Oreal.
News International has also recruited David Rey to the new role of chief business officer and to join the executive team. He will be responsible for leading News International’s strategic thinking and making sure the business is well positioned to take advantage of new opportunities. He is currently chief operating officer of Discovery Television Networks across Europe and previously worked at BSkyB for 12 years
He will co-ordinate all new print and digital product development and will also be responsible for creating commercial relationships with third parties to grow revenues from digital content.
The Sun has just launched a Bizarre app priced £1.19 for a 30-day subscription and available on iPhone and Android platforms.
News International has also been forging forward with its online pay wall policy and is now charging for News of the World content.
Brooks says: “Katie has made a real impact to our business model by increasing commitment to our products through subscriptions and loyalty schemes. She has huge experience of marketing within the newspaper industry and I am delighted that she is taking on this new role.”
She adds: “The business of news is currently at a crossroads of change. With new platforms and devices for the delivery of news, David’s role will be to ensure that NI is well positioned to be a key provider of quality content and that the business is equipped to monetise that content in the best way possible. I am delighted he will be joining the team.”