Time Inc. is turning to data to help evolve its digital transformation.
The New York-based publishing firm said Monday that it hired JT Kostman for the newly created job of senior vice president and chief data officer. Kostman is a data scientist, mathematician and psychologist, who, according to Time Inc., will bring “deep insight into consumer behavior.”
Kostman will start on May 18 and report to Lynne Biggar, executive vice president of consumer marketing and revenue.
The data guru joins Time Inc. from Keurig Green Mountain, where he tapped into strategic marketing opportunities, as well as data that helped the company improve its profitability. He has also led data initiatives for several U.S. intelligence, defense and security agencies, and worked on Barack Obama’s 2012 presidential campaign in social media analysis and insights.
In the private sector, Kostman held senior-level posts at Samsung, AIG and Aptus Insights, where he led data science teams that “shifted the organizations’ mind-set toward data monetization,” Time Inc. said.
That last part may prove crucial for the publisher, which is in the process of bringing its large, print-centric fleet of magazine titles into the digital age — a feat that entails a mind-set change, as well as a strategy that involves monetizing digital advertising and video.
Indeed, Time Inc. noted that Kostman will work across Time Inc., ensuring that “data capabilities elevate consumer marketing efforts, help to reinvent the advertising model and accelerate the growth of our adjacent revenue streams.”
“The opportunities are extremely exciting, and Time Inc. is investing aggressively in data capabilities,” offered Time Inc. chairman and chief executive officer Joe Ripp. “JT’s team and efforts will be central to our transformation into a data-driven marketing organization.”