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Sport England This Girl Can The Pool

This Girl Can architect Tanya Joseph joins the Pool as chair


By Jessica Goodfellow, Media Reporter

May 25, 2017 | 3 min read

Tanya Joseph, the architect behind Sport England’s ‘This Girl Can’ campaign, is joining women’s online media brand the Pool as chair.

This Girl Can

Tanya Joseph joins The Pool as chair

Joseph joined Sport England as director of business partnerships in 2012. In this role she engineered the body’s 2015 campaign ‘This Girl Can’, which aimed to encourage more young women to take up sport and resulted in over 13m views online. It also went on to win nine Cannes Lions.

She departed the public body in January this year to act as a consultant on behaviour change campaigns at the Playbook's new Change Network division.

Now she joins the Pool as chair, to develop the media brand as a “champion for women’s voices”, the publisher said. As chair, Tanya will work with chief executive, Sam Baker, broadcast director, Lauren Laverne, and chief commercial officer, Jo Morrell.

In this role Joseph will be focusing on long-term business growth, looking at areas the business should be expanding into and making investment decisions, Morrell told The Drum.

This will include how to grow the events area of the business, where there is increasing demand from clients for bespoke live moments in partnership with The Pool and looking at how the insight capabilities with its audience can be extended.

Joseph said: “The Pool is a brilliant platform for powerful female voices in the UK and increasingly internationally. The business is at a very exciting point in its evolution and I am thrilled to a part of such an innovative brand in the media space. I am particularly excited to be joining a team of strong women leaders.”

Meanwhile audiovisual becomes part of the brand’s editorial offering, with Jade Hutchinson joining as head of AV, where she will lead the production of audio and visual content at the Pool.

Hutchinson was formerly executive producer of social media at Banijay UK, the production company behind ‘The Secret Life of 4, 5 and 6 Year Olds’.

The Pool is also growing its commercial team with a roster of senior roles, reporting to Jo Morrell.

Sam Cocker joins from Mumsnet as partnership director with a particular focus on tech, finance and food, alongside Melanie Hearn, who recently joined from Grazia to lead partnerships with fashion brands. Erica Leavesley continues as head of brand partnerships, while The Pool also recruits for a head of promotional partnerships and a partnership director for beauty.

Sam Baker, chief executive of The Pool, said: “These new appointments reflect just how far we have come in two years. Our new roles across AV and commercial will allow us to provide more brands with more meaningful partnership opportunities in a safe environment.”

Sport England This Girl Can The Pool

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