INMA 30 Under 30: Francesca Wallace of News Corp Australia

By Paula Felps

INMA

Nashville, Tennessee, United States

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In September 2023, INMA awarded 30 young professionals around the world with its fourth “30 Under 30” award as part of its Young Professionals Initiative. This is the 28th in a series of 30 features about the impressive rising media stars who are shaping our industry. 

Francesca Wallace of News Corp Australia created a team to work on data-led stories and use reader and audience insights to adjust the editorial, social, e-commerce, and SEO strategy.
Francesca Wallace of News Corp Australia created a team to work on data-led stories and use reader and audience insights to adjust the editorial, social, e-commerce, and SEO strategy.

When Francesca Wallace stepped into her role as director of digital strategy for News Corp Australia’s Prestige team, one of the first things she noticed was a gap in how data was being used to inform journalism.

She hired and trained a new team to work on data-led stories and use reader and audience insights to adjust the editorial, social, e-commerce, and SEO strategy.

As a result, Web site traffic jumped — and so did the commercial results: The site enjoyed a 200% YoY increase in performance and is being used as a model for other departments.

On the heels of this success, she is launching the first video strategy for the Prestige brands, which include Vogue, Vogue Living, and GQ, creating a new way for audiences to consume that content.

With a background in journalism, Francesca brings a keen understanding of what journalists need.

“I think an understanding and literacy of digital platforms and best practice storytelling is crucial for journalists both young and old. An understanding of both great journalism and data-led journalism to ensure consistency with numbers [is essential] to properly forecast and commercialise the work we all do.”

About Paula Felps

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