Southern Cross Austereo (SCA) has appointed radio executive Scott Muller to the newly created role of head of content insights.
Muller will be responsible for executing SCA’s content insight strategy. He will lead the delivery of insights across all of SCA’s audio assets to the SCA Content Leadership team.
Muller will work closely with SCA’s Research team, SCA iQ, to distill data and research into meaningful insights, with the goal of informing key content decisions to achieve “programmatic excellence” across the Hit and Triple M networks and LiSTNR.
“Scott's deep knowledge and experience across the broadcast industry both domestically and globally, combined with his analytical expertise in content creation and audience behaviours across both linear and digital audio, will bring rich critical thinking to SCA's ongoing digital audio transformation,” says SCA chief content officer Dave Cameron.
Muller brings more than 30 years’ experience to the role, working across Australia and the UK as a creative strategy and content specialist.
In the UK, he led the turnaround of Capital Radio London out of longterm audience decline and oversaw group programming at the UK's largest commercial radio network, GWR Group.
In Australia, Muller has held content leadership roles with DMG Radio, and has also worked in numerous content leadership roles at SCA’s Sydney, Melbourne, Perth, and Canberra markets.
“The transformation of SCA into a digital audio led business and the recent launch of LiSTNR makes it an incredibly exciting time to join SCA,” Muller says.
“I bring a deep understanding of radio and audio content and combining that with the rich audience insights from SCA iQ will help deliver world class, innovative content choices for listeners and I’m looking forward to working with the team in the new role.”
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