Dmitry Shishkin is an independent media advisor who works with senior leadership teams building audience-centered organisations without losing editorial ambition or commercial discipline.

Since 2020, he has advised global media organisations including Condé Nast, Thomson Reuters Foundation, Yahoo, Globo, Ringier and others. He works with CEOs, editors-in-chief, product leaders, and boards at inflexion points: strategic reset, growth pressure, organisational misalignment, or uncertainty about how editorial, product, data, and AI should work together. His advisory focuses on newsroom transformation and multimodal content strategy.

He also advises technology and AI companies serving the media sector, as well as organisations outside the media that are building their own content capabilities.

His background spans senior editorial leadership, executive management, including 18 months as CEO of Ringier Media International, and extensive work at the intersection of content, product, and data. Dmitry is best known for operationalising and spreading the User Needs Model globally after implementing it at BBC World Service. The framework has since evolved into vertical-specific models for sports, travel, fashion, and other sectors.