SiriusXM Is Using Data to Drive Growth Beyond the Car

Former WSJ CMO Suzi Watford has brought her own blend of newsroom thinking to the audio giant

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When you think of SiriusXM, your hand might instinctively reach for the radio button on your dashboard.

However, since Suzi Watford arrived at the audio business as its first chief growth officer (CGO) from Wall Street Journal (WSJ) in January 2023, she’s been trying to connect the dots between its in-car listeners and digital streaming, accessed on its owned and operated platforms, smart speakers, gaming consoles and platforms including Apple TV.

Six months into her new role, Watford has been tasked with building what she dubbed the “next-gen SiriusXM” for its 34 million paying subscribers, helping it reach listeners beyond the car.

“We’re in the midst of an evolution,” she told Adweek, “we’re obviously built from the car, but now with all the digital technology that exists we’ve moved into streaming, so we’re asking how we can expand that and grow from there.”




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