INMA 30 Under 30: Lily Cloake of The Wall Street Journal

By Dawn McMullan

INMA

Dallas, Texas, United States

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On September 17, INMA awarded 30 young professionals around the world with its debut “30 Under 30” award as part of its Young Professionals Initiative. This is the 19th in a series of 30 features about these impressive rising media stars who are shaping our industry. 

As a media planner for News UK, Lily had an idea.

She asked for 30 minutes of CMO Katie Vanneck Smith’s time and pitched an idea to sell The Times of London to students. Smith gave her the seed money and, working in her off time, Lily launched the campaign.

It worked.

Lily Cloake is marketing director at The Wall Street Journal/Dow Jones in the United States.
Lily Cloake is marketing director at The Wall Street Journal/Dow Jones in the United States.

Lily quickly moved to The Times’ marketing team then to The Wall Street Journal in New York, where her original idea continues in her role as marketing director for student memberships (a role that didn’t exist until she pitched it).

Student memberships have grown 207% under her leadership.

“I am so proud of how I have been able to build my team with a relentless focus on the customer to drive world-class work to change the perception of the WSJ amongst young people,” she said. “This is such an important time for young people to understand they need and should be reading credible news sources, and I love the fact that I have a direct impact on that.”

About Dawn McMullan

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