After restructuring the business and introducing a free distribution model in London in 2012, Sarah Bartlett joined Time Out at the beginning of last year in the newly-created role of global CMO. She has been tasked with realigning the business from a marketing perspective and leading the next stage of its growth. After commissioning a global research study to assess the business and its new direction, Bartlett implemented a global strategy for the brand focused on driving deeper engagement with consumers, which she admits is another challenge for the global business. “I need to have a genuine understanding of consumer behaviour in the real world at a hyper-local level in the 107 cities we operate in across the world,” she says.
Biggest challenge: “We’re constantly looking for insights so we can innovate and be even more relevant to our users’ individual needs. By making their lives easier, in return we gain a highly engaged and loyal customer.”