Anna Sbuttoni

Deputy head of audience development at The Times and The Sunday Times

Anna Sbuttoni is a media professional currently serving as the Deputy head of audience development at The Times and The Sunday Times in the United Kingdom.1 Her career at The Times has progressed through various roles, showcasing her expertise in digital strategy and audience engagement.

Career Highlights

Current Role:: As Deputy head of audience development, Anna oversees audience strategy across live news and features. She collaborates with senior editors, homepage editors, and visual teams across the newsroom.1

Key Responsibilities::

Manages a 20-strong audience team
Reports on KPIs to senior leadership
Champions audience insights across the business
Drives audience acquisition and engagement using search, Discover, and social-focused strategies
Helps run the day's digital output
Writes and revises optimized headlines
Decides on content for push notifications
Attends forward planning meetings to guide commissioning
Coordinates audience-led editorial projects

Previous Roles::

Digital director for The Sunday Times Style (August 2017 - November 2020)
Digital food editor at Time Inc. UK (August 2014 - July 2017)
Digital producer at UKTV's Good Food Channel (December 2011 - June 2014)
Deputy editor at Fresh Produce Journal (May 2006 - December 2011)

Education

Anna holds a Bachelor's Degree in English and Drama from Royal Holloway, University of London (2002-2005) and a Postgraduate Diploma in Magazine Journalism from PMA Media Training (2006).1

Skills and Expertise

Anna is known for her data-driven approach to content strategy. She has successfully implemented digital-first projects, increased traffic to various sections (e.g., tripling prospect traffic to the Culture section), and exceeded engagement targets for special projects like The Sunday Times Rich List.1 2

Languages

Anna is proficient in multiple languages:

English (native or bilingual proficiency)
Italian (native or bilingual proficiency)
Spanish (limited working proficiency)1

Anna Sbuttoni's career trajectory demonstrates her adaptability and expertise in the evolving digital media landscape, with a strong focus on audience engagement and data-informed content strategies.