Joanna Edwards

Marketing and Communications Director, Ft Specialist @Financial Times

London, GB

Leadership and managementPositioned myself as a valuable member of FT Specialist’s senior management team and the FT’s SMG by building my profile and working collaboratively to achieve shared business objectives.Lead a marketing team with low staff turnover and consistently high satisfaction scores. Recruited and harnessed the potential of diverse specialisms including subscription marketing, web development and conference production.Created and implemented a comprehensive objectives framework for team performance ensuring consistency of job title, clear development plans and a structure for performance reviews.Continuously evaluate and restructure the team to ensure it is able to deliver the business strategy and achieve financial objectives. Manage poor performance with integrity and professionalism.Developed the Peakon Working Group to ensure a continued focus on D&I initiatives.Strategy and collaborationConstantly looking for, and implementing, ways to improve marketing effectiveness whilst managing costs and budgets to ensure profitability.Partner with commercial heads on business plans and ensure marketing and communication strategies are fully aligned to hit financial targets.Developed FT Specialist’s data strategy to improve the way we collect, store, utilise and analyse data and to improve the accuracy and performance of marketing and editorial campaigns.Contributed to the planning and due diligence of the strategic closure of numerous titles including the development of time sensitive and thorough communication plans. Heavily involved in the successful launch of FT Specialist’s technology resource in Sofia.New product developmentLed the marketing and communications strategy for the acquisition of GIS Planning and its expansion worldwide. Along with the editorial team and commercial head drove the development of IC Alpha including the original value proposition, scoping the audience and the marketing and communications strategy for launch.

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