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    PROJECTS

    Access Models to Build a Direct Audience

    Maximise conversion with access models that balance reach, revenue and audience engagement.

    • Paywall performance analysis to identify conversion barriers and opportunities.
    • Access model design aligned to audience behaviour and content value.
    • First-party data strategies to build a direct audience for monetisation.
    • A/B testing frameworks to continuously optimise triggers, messaging and design.
    • Roadmap for ongoing optimisation to support sustainable growth.

    Subscriber Acquisition and Conversion Optimisation

    Accelerate growth by optimising acquisition funnels, pricing strategy and user experience.

    • Pricing and packaging analysis to maximise revenue potential and perceived value.
    • Funnel diagnostics across registration, trials and conversion pathways.
    • Conversion rate optimisation using behavioural insights and journey mapping.
    • Marketing and campaign strategy support, including targeting and messaging.
    • Roadmap for acquisition growth with short-term wins and long-term levers.

    Subscriber Engagement and Retention

    Retain high-value subscribers and safeguard long-term revenue with data-led retention strategies.

    • Churn diagnostics to pinpoint high-risk segments and drop-off moments.
    • Predictive churn modelling to trigger personalised interventions.
    • Retention strategy design across pricing, offers and loyalty initiatives.
    • Lifetime value analysis to focus on the highest-impact segments.
    • Roadmap for embedding retention practices into day-to-day operations.

    OUR EXPERTS

    George Adelman
    Director
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    George Adelman
    Director

    George has over a decade of experience in strategy consulting and in-house advisory. Leading strategy development, service design and digital transformation teams, he has advised senior leadership across both the public and private sectors.

    He has an ACII and a Masters from the London School of Economics.

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    Lisa MacLeod
    Director
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    Lisa MacLeod
    Director

    Lisa has over 25 years of experience in print-to-digital transformation, most notably at the Financial Times where she led newsroom operations, was an Assistant Editor and Managing Editor, Associate Editor and Head of Operations for FT.com. She led group-wide digital transformation projects at both of South Africa’s biggest publishers, Tiso Blackstar (now Arena Holdings) and Naspers’s 24.com.

    Lisa is a former Vice President of the World Association of News Publishers, advisor and coach with Women in News, a board member of the World Editors Forum, Leader in Residence at the University of Lancashire and Chair of the advisory board of the Journalism Innovation Leaders faculty.

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    Lettie Debenham
    Principal
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    Lettie Debenham
    Principal

    Lettie is a Principal at FT Strategies and a strategy and product leader with extensive experience helping organisations navigate change, develop customer-centric propositions and build sustainable growth models. She specialises in strategy consulting, value proposition design, customer segmentation and commercial model development for media, cultural and content businesses.

    As a Principal, Lettie partners with news, media and cultural organisations around the world to solve complex strategic challenges and design the products, customer journeys and operating models that power long-term growth. She leads multi-phase transformation programmes, bringing together cross-functional teams to align stakeholders, clarify priorities and deliver measurable commercial and audience outcomes.

    Before joining FT Strategies, Lettie worked in strategy consulting at L.E.K. Consulting, led strategic initiatives at energy scale-up Bulb, and held strategy and advisory roles within the Royal Household at Buckingham Palace. She is known for her clear storytelling, thoughtful mentoring style and ability to turn complex problems into simple, compelling plans of action.

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    Brundan Haran
    Senior Manager
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    Brundan Haran
    Senior Manager

    Brundan is a Senior Manager with over 10 years experience as a strategy consultant working with leading companies across technology, media and retail.  He previously worked at PwC Strategy& advising on corporate growth strategy, M&A due diligence, new business models, operating model design and digital transformation.

     

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    OUR IMPACT

    How we helped a global news organisation increase registrations and grow revenue by 370% YoY

    FT Strategies partnered with a leading global news organisation to design and implement a robust first-party data strategy to drive registrations. Working across leadership, editorial, advertising and product teams, we helped establish the foundations, identify high-value use cases and develop new workflows and metrics to strengthen audience relationships and support sustainable growth.

    Within six months, the publisher achieved transformative results: a six-figure uplift in registrations, a 200% increase in sign-ups with negligible impact on page views, and a 370% year-on-year revenue boost from improved CRM campaigns. The project has equipped the organisation with the tools, processes and insights to drive long-term value from first-party data.

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    FEATURED INSIGHTS

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