Sacha Bunatyan

Sacha is a firm favourite on panels and industry events and is very knowledgeable in the adtech industry. She has had jobs on both sides of the fence, at Dentsu Aegis and now the FT which give her really interesting viewpoints. She is the global B2C marketing director for the Financial Times since her appointment in March 2016. In this role, she is responsible for driving continued growth of the FT’s subscriptions business via acquisitions, audience development, CRM and e-commerce. She manages a 40-strong marketing team with bases in London, New York, Hong Kong and Manila.

Bunatyan adopts a marketing approach that understands readers’ needs, working with rich audience data to provide the highest standard of customer experience. The B2C marketing team’s aim is to build quality reach, ensuring a strong pipeline of potential subscribers, and increasing reader engagement.

Bunatyan sits on the FT’s marketing council, which was created to facilitate cross-departmental collaboration. Results include a joint effort between product, B2B and B2C marketing teams, which led to a 76% increase in readers using myFT, a personalisation tool, between November to December last year. More than 350,000 readers are now following at least one topic, a prime driver of customer retention.

Bunatyan has built her 20-year career at a number of top digital innovators, including Emap, AOL and Dentsu Aegis. She is passionate about building successful, highly-skilled teams that help grow businesses by driving technological innovation.