News Ltd hires Optus insights chief Darren Stein

News Limited has hired the head of insights at Optus, Darren Stein, as the media company looks to get a better understanding of its readers and advertisers.

Stein takes on the role of director of consumer insights and business intelligence, reporting to News’ group marketing director Ed Smith.

He starts on Wednesday, next week.

“It is vital we know what our readers want, so we can excel at attracting new readers, retaining existing ones and servicing their needs across all of our distribution platforms,” said Smith.”Stein is one of Australia’s leading experts in his field.”

Stein ends an eight year stint at Optus, where he has filled a number of roles, latterly as general manager, insights, segmentation and planning.