On September 5, 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 first in a series of 30 features about the impressive rising media stars who are shaping our industry.

Leaning into her exceptional aptitude for data analysis and her natural curiosity has helped Leslie Wong move quickly up the ladder in the news media industry.

Within just one year at South China Morning Post (SCMP), she rose to the position of assistant manager of data, despite having no prior experience in the media. But she has shown an innate ability to master complex subscription datasets and paywall models, quickly becoming the top expert in these areas.

Leslie has been instrumental in developing subscription strategies and enhancing data transparency throughout the entire reader journey — from initial content exploration to registration, subscription, and retention.

Thanks to her meticulous data analysis and thoughtful stakeholder communications, SCMP has been able to identify pain points and opportunities to better serve readers. Her understanding of the the nuances of reader behaviour has allowed Leslie to provide actionable insights that drive significant business impact.

Her data-driven insights and recommendations have led directly to several concrete initiatives being implemented at SCMP. These include personalised onboarding journeys that cater to individual reader preferences, improved retention processes that keep subscribers engaged, and optimised paywall rules and pricing campaigns that maximize revenue.

These initiatives have not only contributed to subscriber growth but also reinforced Leslie’s role as a team player capable of driving substantial business outcomes.

While understanding the data is essential, so is an ability to forge strong relationships across various functions within the organisation.

Leslie’s natural instinct to create a collaborative approach and her genuine curiosity and eagerness to learn from others have benefited both Leslie and her colleagues. She has developed holistic, cross-functional solutions that maximise business impact, and her collaborative nature ensures that her strategies are well-rounded and effectively implemented.

In addition to her technical prowess, Leslie’s strategic vision and collaborative spirit have made her an invaluable asset to SCMP. Her work has driven revenue growth and enhanced the overall reader experience, solidifying her reputation as a forward-thinking leader in the news media industry.

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