The Challenge
Drive advertising revenue through strategic product design and development
Marca is a household name for Spanish-speaking sports fans, much like ESPN in English.
More Premium Advertising Inventory
Marca had a confusing online presence with a hodgepodge of ad formats and poor sales performance
Improve Customer Experience
Non-responsive websites, poor design and excess advertising weighed on ability to enjoy premium content.
The Solution
Launch a new online presence for a global audience
I was tasked with modernizing the Marca online experience, paying special attention to increasing advertising revenue. Leading cross-functional teams covering journalists, advertising, subscriptions, radio, engineering and user experience we rolled-out a superior design which has stood the test of time being in place years later.
- Reorganizing a 100+ person team with an agile methodology
- Creating a designated digital product leadership function within the newsroom to work hand-in-hand with the journalists on the product roadmap
- Home page, video player and article pages redesigned to highlight premium advertising inventory
- Improvements in reader engagement and frequency of visits
Results
- Massive win in overall advertising revenue
- Implementation of a new "responsive" sales strategy packaging desktop
- video and mobile inventory
- Huge improvement in ability to highlight quality journalism in specific sports
- Better content connection between website and mobile application
Check out the Marca website
