GB News has appointed Ross Sergeant as Chief Revenue Officer as the broadcaster looks to expand its commercial operations.
Sergeant joins the UK news channel after leaving his role as Global Media Director at Allwyn, the lottery operator that runs multiple national lotteries across Europe and the US, including the National Lottery in the UK.
At Allwyn, he was involved in shaping the company’s media and commercial strategy during a period that included its takeover of the UK National Lottery licence.
“I am hugely excited to be joining GB News at such a pivotal moment in its growth story. In just five years, GB News has reshaped the UK news landscape and built one of the most engaged audiences in the country,” said Sargeant.
“That loyalty is extraordinary, and it reflects clear brand positioning, strong editorial identity and a direct relationship with viewers that many media businesses struggle to achieve.
“In recent months it has led UK TV news ratings while also delivering record breaking growth across its radio platform. The scale of the audience is no longer a projection. It is proven, measurable and continues to grow at pace.
“My focus moving forward is straightforward. It is to close the gap between audience performance and agency adoption.
Earlier in his career, Sergeant served as Global Head of Media at Asahi Group Holdings, media manager for the UK and Ireland at Diageo, and strategy partner at Wavemaker, the media agency owned by WPP.
In his new role, he will lead GB News’ commercial team and focus on strengthening relationships with advertisers and agencies.
Sargeant added: “For advertisers, Britain is diverse in geography and outlook. Reaching a genuinely national audience requires recognising that diversity in all its forms.
“GB News speaks to a significant and often underserved segment of the population, many of whom are affluent, highly engaged and commercially responsive. The commercial task is not about ideology. It is about effectiveness and inclusion.
“I am confident we can convert that strength into trusted, long term partnerships with advertisers who want to reach Britain at scale and judge platforms on performance.”