Samantha Eales, Head of Commercial Audience Data, Mail Metro Media

Samantha boldly took a proposal to the Chair to build and run a new sub-division of the Insight team to increase revenue by showcasing the power of first-party data and driving data targeting sales. She secured the largest-ever investment in the team, increasing resources by 50%. The team under Samantha’s leadership has been instrumental in driving outcomes for clients, building more than 1,000 new data segments within a year.

Samantha ran a two-month training programme for over 100 salespeople, showcasing how the business collects and segments first-party data and how to sell and activate it effectively. Now, 75% of the campaigns are sold with data-targeting applied, generating a new revenue stream worth over £1,000,000.