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.

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