The power of direct connection in audience monetisation: a Guardian Media Group case study with Chief Supporter Officer Liz Wynn

This episode is a masterclass in driving digital revenue through structured and sophisticated commercialization methods, purpose-led campaigns, and behavioural-psychology informed techniques.

Liz Wynn is the Chief Supporter Officer at the Guardian Media Group. Having had a varied career in telecoms and broadcast media - working at the likes of Orange, EE, and Sky, she joined the Guardian in 2023 to take full responsibility for digital reader revenue - ie anything that comes from subscriptions or donation.

Since that point, the Guardian's efforts to drive revenue through its digital consumers have achieved huge success. As of the last financial year, 44% of the media group's total revenue came from digital readers. Of that figure of £125 million, 60% has been driven from outside its home territory of the UK.

Liz was a speaker at the private Leaders Meet Innovation event in March, where her presentation on 'the power of direct connection in audience monetisation' won rave reviews with assembled c-suite audience from across sport.

There are many transferable lessons for the sports industry.