In September, INMA awarded 30 young professionals around the world with its fifth “30 Under 30” award as part of its Young Professionals Initiative. This is the ninth in a series of 30 features about the impressive rising media stars who are shaping our industry.

Evangeline (Evie) Braithwaite joined the Financial Times (FT) performance marketing team in 2023, bringing a wealth of experience from her previous role at The Guardian.

Her primary focus at FT is driving new subscriber acquisitions through paid media campaigns, a role in which she has excelled, thanks to her strong foundation in publishing and creative execution.

One of Evie’s standout contributions at FT has been her exceptional ability in creative planning and execution. She has significantly elevated the quality of FT’s creative output, demonstrating agility in thinking across various products and audiences while maintaining a commercial mindset.

Whilst the balance between creative and commercial goals is often challenging, Evie has navigated it with remarkable skill, making FT’s creative campaigns best in class.

Evie has also been instrumental in establishing and differentiating influencer campaigns as a key channel in the company’s media mix.

Her collaboration with multiple stakeholders has amplified campaigns beyond their original briefs, showcasing her ability to enhance and expand the reach of FT’s marketing efforts. This strategic use of influencer marketing has not only broadened FT’s audience but also strengthened its brand presence in the competitive media landscape.

Since joining FT, Evie has led several successful campaigns and offers, including the launch of the FT Edit hub in paid media. Her proactive approach to industry changes and news reports has driven her to experiment with new ways to reach audiences, such as launching acquisition campaigns on platforms like Reddit and TikTok.

She is always willing to embrace new opportunities and adapt to the evolving media environment. Evie’s creative and strategic thinking, combined with her self-starting attitude, make her well-suited for a career in the news media industry.

Her agility in aligning commercial goals with audience engagement and her continuous drive to improve campaign execution demonstrate her unique set of skills, while her proactive experimentation with new platforms and the establishment of influencer campaigns showcases her forward-thinking approach in the rapidly changing media landscape.

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