Metro chief pledges data overhaul

Metro’s new customer marketing chief has vowed to delve deeper into the free newspaper’s insight to further drive product development and digital initiatives, and boost readers’ experience across all media channels.
Dominic Rowell will take up the role of chief customer officer next month, joining from travel firm Lonely Plant, where he was managing director of digital. While there, he is credited with embracing digital technology to deepen the brand’s connection with travellers, developing multi-platform products and services.
At Metro, Rowell will be responsible for ensuring the brand delivers for customers across all products, both print and digital. It currently has 3.5 millon daily print readers and 10.9 million monthly unique visitors to Metro.co.uk.
He will be using customer insight and leveraging Metro’s audience data to further drive product development and digital initiatives at Metro, creating an outstanding user experience across all media channels.
Rowell commented: “Metro’s commitment to customer-focused innovation is outstanding. I’m keen to build on this momentum by leveraging Metro’s data, customer insight and new technologies to maximise customer acquisition, retention and profitability. ”
Metro managing director Linda Grant said: “Dom’s appointment further demonstrates our commitment to our customers. Our mobile first strategy continues to drive strong audience growth; and, as we grow, it’s essential to ensure we’re truly connecting with each customer at every touchpoint – be it interacting with our client’s advertising campaigns; engaging or sharing our content, or making the most of their downtime with new products such as Metro Play.”
Before joining Lonely Planet, Rowell worked across a mix of retail and FMCG companies, including PepsiCo, Sainsbury’s, Carphone Warehouse and McDonald’s.

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