Sonia Sudhakar

Director of Digital Growth

  • LocationLondon, United Kingdom

About me


A 'seasoned' Marketer with a Digital focus. Past experience with great brands big and small across all marketing channels including Brand Strategy, Digital Advertising, TV, CRM amongst others. Extensive experience in the Media, Travel and Telecoms sectors having worked at The Guardian, ITV, Virgin Media, and British Airways. Passionate about inspiring teams and building brilliant relationships. Loves all forms of technology but still struggling to use Snapchat on a daily basis! My team would describe me as an 'Energetic, inspirational and caring boss' my line managers would describe me as 'Smart, eloquent and never afraid to challenge'



  • Advertising
  • Digital Media
  • Marketing PR
  • Branding
  • Brand Management
  • Email Marketing
  • Internet Marketing
  • Marketing Strategy
  • Social Media Marketing
  • Communications
  • Digital Marketing
  • Planning
  • Strategy
  • Forecasting
  • Team Management and Leadership

Work history


Director of Digital Growth

Guardian News Media

Jan 2015
  • Leading the Guardian';s Digital Marketing team of 12 which manages :- Social marketing, paid media,merchandising, email content and video marketing. ?Using owned, earned and paid Digital to drive commercial revenues for Guardian Jobs; Labs, Membership and Reader Revenues businesses such as Retail and Dating. ?Developed an Audience Growth strategy focusing on key target markets for the Guardian's editorial product. Successfully awarded budget and buy in around the business. ?Delivered a turnaround for Guardian Jobs seeing increases in applications of up to 60% in some channels. ?Won the Content Marketing award for the Guardian's Election campaign at The Mobile Marketing awards. ?The team is seen as the Digital Marketing experts in the business supporting, advising and executing best practice across Performance marketing and modern brand marketing.


Director of Digital & On Demand Marketing


Jun 2011 - Jan 2015
  • • Full Marketing ownership of the ITV Player Brand - Strategic planning, Product roadmap input & Brand Management through to Campaign delivery. Budget of £1.8m p.a. plus c£10m owned TV airtime inventory • Management of the customer journey across Acquisition, Conversion and Retention including close working with the Product Management function to develop a continuous programme of improvements and new functionality to increase acquisition and usage. • Management of a team of 9 who between them are responsible for Brand advertising, Social Media, Direct Response advertising, CRM, Merchandising & Customer Service, • Several annual large scale integrated campaigns plus usage activity drove an increase in awareness of 9% and Consideration of 3%. • Launched several new digital (sub) products including the introduction of a Pay Per View (TVOD) service and an Ad Free SVOD Mobile service. • Co-ordinated the entire delivery of the ITV Rebrand across all Digital platforms. Achieved on time and under budget. A key part of the senior Marketing team responsible for Brand definition & Articulation of the new ITV brand. • Wrote and executed a Board approved Social Media Strategy for ITV to formalise the role and ambition of Social across the business • Delivered a Social Media Marketing strategy and approach taking ITV to the biggest Social UK broadcast brand and seeing a 680% increase in Facebook engagement. • Developed a Social effectiveness model to prove that 84% of our followers were encouraged to watch more as a result of our Social activity. • Delivered strategic planning and oversight of delivery for all major Digital brand advertising (spend totalling c£3m) • Digital skilling – curating education and inspiration sessions. Managing an innovation strand and a significant research project around the Role of Brands in Future Viewing • Forged excellent relationships with Board & senior level stakeholders, regularly presenting developments in VOD, a high profile ITV business transformation priority and Social Media.


Head of Online Marketing

Virgin Media

May 2008 - Jul 2011



Postgrad Diploma in Direct Marketing


Aug 1999 - Jun 2000


    BA(Hons) Hotel and Catering Business

    University of Huddersfield

    Aug 1994 - Jun 1994
    • Upper Second (2.1) Dissertation on The Impact of Culture in International Hotel Marketing


    GCSE A Levels

    Croydon High School

    Aug 1982 - Jun 1990