In its continuing effort to better understand consumers and its closer relationship with them, HarperCollins has hired David Boyle to be its new senior vice president of consumer insight.
At HarperCollins, Boyle, 35, will work across the company to bring consumer insights to every aspect of the publishing process – acquisition, content development and sales and marketing. The rise of ebooks has brought publishers, once exclusively business-to-business concerns, much closer to consumers. HarperCollins isn’t alone among publishers seeking to better understand and gain access to consumers.
“As digital becomes a greater part of our business, we have to better understand our consumers,” said HarperCollins chief digital officer Chantal Restivo-Alessi in a statement. Boyle will report to Restivo-Alessi and start on Feb. 4.
Boyle joins HarperCollins from music giant EMI where he held the same position, working across the business in 25 countries. He also held a similar position at zeebox, a consumer insight start-up. Before entering a career in consumer insights, he spent several years in retail, a UK chains Dixons and, before that, Tesco. Prior to his time in retail, he was an analyst working on U.S. voter information technology Catalist and, prior to that, for the Labour party in the UK. He also held analyst positions in philanthropy and consulting early in his career. He has a bachelor’s of science degree from the University of Warwick in the UK.
HarperCollins has been aggressively hiring senior-level executives from outside the publishing industry. Restivo-Alessi was an investment banker at ING prior to her time at HarperCollins. New chief marketing officer Angela Tribelli joined the company from NYC & Company, a public-private partnership to promote New York City and tourism. She also spent time in magazines at American Express Publishing.