The Team
The Cognivio team are expert practitioners in delivering Direct User growth for B2B and specialist media brands, research institutes, trade and professional associations across the UK, EU and North America
Jessica
Macdermot
Media business leader with 30+ years experience of building and leading global media portfolios and consultancies, including implementing the Direct User revenue model across Campaign’s seven websites globally, tackling complex and sensitive stakeholder management issues. Deep experience of building launching and managing territorial publishing licences, ‘owned’ launches and acquisitions.
Philip
Swinden
Devised, led and implemented a Direct User model across all Haymarket’s professional and B2B sites in a transformational nine-year spell as Managing Director from 2016-2025. Direct User revenues grew on average 11% per year as subscriptions trebled to over 110,000 paid users and B2B turnover reached £50m.
A former Editor, he has developed, led, acquired and exited content businesses in UK, US and Europe for multiple media companies, research institutes, trade and professional associations
Esther
Rodd
Growth-focused Marketing Leader with 15+ years’ experience scaling B2B publishing and intelligence brands for EMAP, Euromoney, Haymarket, Centaur, Hemming Group and DVV. She drove 46% growth in paid content at The Lawyer and supported a £43m sale. Known for Direct User, data-led strategies, she delivers stronger acquisition, engagement and retention through first-party data and group subscriptions.
Caroline
Potapa
Events, advertising and content sales specialist with an expert background in Legal and Finance titles. Led London sales of legal content platforms to US law firms for Thomson Reuters. Previously worked in senior account management and business development roles across financial media, research institutes and various pan-European trade organisations.




