News Corp Australia has appointed Dean La Rosa as General Manager, Commercial Data, responsible for leading the next phase of growth for News’ in-house data science capabilities and its audience intelligence platform, Intent Connect.

La Rosa's role will involve delivering value to advertisers and enhancing the impact of content through targeted consumer insights, News Corp said.

La Rosa was previously at the Seven Network as Head of Commercial Data and Programmatic, and before that at Nine Entertainment and Acxiom. He will be part of the Free News & Lifestyle division, led by Managing Director and Publisher, Pippa Leary.

"Dean is a trailblazer in the data space, bringing a wealth of experience in data analytics, commercial strategy, and leadership to this new role. His unrivalled expertise in digital media and data-driven strategies will be crucial as we embark on a new chapter and further enhance our Intent Connect offering," said Leary.

In his new role, La Rosa will work closely with News’ Client Partnerships team to align the company’s data and product development strategies with its performance and planning objectives. His appointment is effective immediately, and he is expected to make several key hires to strengthen and expand the commercial data team.

"With the rapid evolution of data-driven decision-making, we have a unique opportunity to elevate the way we connect with audiences and deliver outcome based marketing," said La Rosa. "I look forward to accelerating our data science capabilities and further strengthening our position as a leader in audience intelligence to empower our partners with insights that drive meaningful results,"