News International has promoted Liz Perkins to the newly created role of regional sales director as it looks to further align its target markets and drive a “platform agnostic” ad strategy, according to The Drum.
Perkins will head up a combined team of 55 people spanning the media owner’s Dublin, Glasgow and Manchester offices, with responsibility for all ad revenue across the three markets and a view to aligning them more closely with the London News International Commercial office.
“Developing partnerships will become a focus and I’ll be looking at how we optimise the opportunities of cross-department partnerships more effectively, how we can bring together our editorial marketing departments to get clearer packages out to clients as well as external partnerships with other media owners – maybe with competitors or maybe with Sky,” she told The Drum.
With print sales in decline the publisher is adopting an increasingly audience-centric approach to selling, drawing more from its data insight to target more effectively, according to Perkins.
Perkins was previously head of regional transformation at News International Commercial and prior to that was head of display between 2010 and 2012. In her new role she will travel between all three regional offices, reporting to partnerships director Corinne Wilkins.