In her new role as general manager for Times Media, Yaverbaun will oversee all aspects of customer growth for the Times Media portfolio, including The Times, The Sunday Times, TLS and Times Radio
This will encompass audience engagement, growth and retention, consumer-centric brand marketing for Times Media’s products, as well as data and insight analytics. Tracy’s experience in developing technology and lifestyle businesses across large scale digital platforms will serve to increase customer experience, interest and loyalty.
Previously, Yaverbaun has held both marketing and commercial roles at the likes of Facebook, Instagram and Hearst Magazines. She was also chief marketing officer and interim chief technology officer at Soho House, with a focus on digital and development of their in-house app. Most recently, Yaverbaun has held a range of board and consulting appointments, and remains a board member at Bower Collective.
Yaverbaun says: “I am thrilled to be joining the wonderful team at Times Media. I have always been passionate about brands that occupy an important place in people’s lives. Having grown up reading The Sunday Times every weekend, and the stories that shape and influence culture, I feel especially honoured to be responsible for these brands and future customer growth.”
Chris Longcroft, EVP, publisher, Times Media comments: “Tracy is the perfect addition to the Times Media team. She is an experienced business marketing leader and brand builder who delivers consumer-led growth and revenue. Tracy brings with her experience working with digital start-ups as well as established media brands and membership-driven businesses. Her creativity and passion will fuel our brand messaging as we look to the future.”