Tuesday, 24 November 2020

Fairfax marketing chief to exit in September

Michael Laxton Michael Laxton

Fairfax’s chief marketing officer, Michael Laxton, will step down from the role in September after nearly four years with the ASX-listed media giant.

The news comes as Fairfax prepares to undertake one of the biggest mergers in Australia’s media history, joining forces with the Nine network in a deal valuing the combined and integrated firm at $4.2 billion.

Announced on 26 July, the merger encompasses Nine’s free-to-air television network, a portfolio of high-growth digital businesses, including Domain, Stan and 9Now, as well as Fairfax’s mastheads such as The Australian Financial Review, Sydney Morning Herald and Melbourne Age, plus radio interests through Macquarie Media. The deal sees Nine acquire all Fairfax shares under a scheme of arrangement, subject to required approvals.

CMO can confirm Laxton will officially finish up at Fairfax on 28 September. During his 18-month tenure as first chief marketing officer, he has spearheaded the transformation of marketing’s role to oversee the entire customer experience across all consumer and advertiser touchpoints, a Fairfax first.

One of his biggest achievements has been transforming the subscriptions process, conversion and retention funnel at Fairfax, work that resulted in 2017 full-year subscriptions revenue climbing 21 per cent year-on-year across all mastheads.  

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