Guardian poaches David Magliano as first membership strategies MD

Guardian News & Media (GNM) has appointed Co-op brand director David Magliano to the newly created role of managing director for membership strategies as the newspaper group explores new revenue streams.

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He will have responsibility for launching digital and live initiatives for Guardian members with the aim of boosting engagement with the brand. The Guardian is hoping to find new ways to let audiences interact with its content in a bid to drive up loyalty by and increase revenues.

It currently offers a free membership scheme, Extra, which provides a range offers, such as discounted theatre and gig tickets for readers that sign-up. It would now appear to want to exploit this opportunity commercially, building on the revenues it gets from advertising and sales of the print newspaper.

Magliano comes to GNM from Co-op, which he joined in March last year in a newly created role as group brand director. He was tasked with developing a consistent brand strategy across the Group’s businesses, which include food, banking, insurance and funerals.

It is not clear whether Magliano will be replaced. Co-op has confirmed his departure and says there will be a further announcement “in due course”.

Prior to joining the Co-op, Magliano led marketing for London’s successful 2012 Olympic bid and England’s failed 2018 World Cup bid. He was also director of sales and marketing for low cost airlines easyJet and Go and was awarded an MBE in 2006. Magliano will join GNM in the first quarter of 2014, reporting to the firm’s chief commercial officer David Pemsel.

Pemsel says: “Magliano brings vast knowledge and expertise in defining and delivering strategies that engage consumers more closely in brands and content and his commercial leadership will be invaluable as we look to launch new revenues streams that widen and deepen out relationship with audiences.”

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