Joss is a subscription and membership-marketing consultant with over 20 years’ experience of acquiring and retaining customers in the media and e-commerce sectors.
During the course of her career, Cripps has developed hundreds of marketing programmes designed to reach, acquire and engage audiences, and has worked for several blue-chip brands including Amazon, the Financial Times (FT), News UK and Sky.
At the FT, in the role of EVP, B2C Global Marketing, she was responsible for print and digital subscriptions revenue growth. During her tenure, she commercialised the FT digital subs paywall globally, conducted testing and analysis that led the publisher to make its successful transition from metred access to paid access and
Whilst at the FT, over the course of a decade, Joss undertook several global assignments taking her to Asia and North America. Joss returned to the UK in 2015 and joined Amazon to run their loyalty engagement programme ‘Subscribe and Save’ with a pan-EMEA remit.
In 2017, recognising the emergence of a new subscriptions-based economy, Joss established a consultancy business which helps brands optimise their recurring revenues. Given her background, not surprisingly, much of her focus has been on servicing clients in the publishing sector – devising paywall strategy and how to efficiently acquire and retain digital audiences.
When she’s not consulting, Joss lectures on digital marketing strategy and customer insight for the Institute of Direct Marketing (IDM) and enjoys mentoring and guiding the pivotal career decision points for professional women.