Michael is Head of Acquisition at the Guardian, leading a team of growth marketing specialists focused on driving reader revenues for one of the world’s most trusted news brands.
In 2016, Michael was tasked with building a new team to evolve the Guardian’s approach to customer acquisition in support of the publisher’s break-even strategy. Since then he has led the team to deliver three consecutive years of print and digital subscriptions growth – resulting in record-high subscriber numbers – making an important contribution to the Guardian’s commercial transformation. He joined the Guardian in 2014 as Digital Marketing Manager, initially focused on Guardian Jobs and gradually taking responsibility for additional products, building the Guardian’s first in-house paid search team along the way.
Prior to moving client-side, Michael worked agency-side for several years in planning, strategy and digital roles. As Search Manager at Carat in London, he led on strategy and optimisation of multi-million pound paid-search accounts including Vodafone and General Motors. As a planner and later a digital media specialist at Principles Communications in Leeds, Michael learned his trade on a range of clients including Ronseal, Halfords, and Bristol Street Motors.
Michael was awarded the Derek Holder Special Achievement Award by the IDM in 2018, in recognition of the highest exam score across all Postgraduate Diploma students.
Outside of work he enjoys a challenge, having cycled across Britain to raise money for the Sick Children’s Trust and most recently completed a 15 mile run across London for Shelter.
