Pedro Cosa-Fernandez, data general manager, News UK

Describe your career to date

I started as a consultant where I learnt the tools of the analysis trade working for a large number of companies across multiple industries.

Following the dotcom revolution in the early 2000s, I realised the potential of leveraging my existing analysis skills with further specialisation in database marketing and business intelligence. Those new skills gave me the opportunity to land senior data-based roles at several telecoms companies in Europe and Africa.

I then moved into media - a sector in the middle of a digital transformation where I could transfer all my skills and experience.

During that time, I led the data teams at Channel 4 in the UK and WarnerMedia across EMEA.

My current role is at News UK, which reaches almost 40 million UK consumers via brands like The Sun, The Times and The Sunday Times, Virgin Radio UK, talkSPORT, Times Radio and TalkTV.

I lead the data hub, a central function that co-ordinates all data initiatives across the company. In my role, I support our brands to drive advertising and consumer revenue, enable more efficient marketing, develop customer-led products and support editorial decisions.