Guardian Australia has set a path for growth with the recruitment of Jocelin Abbey, joining after five years at the ABC.

Abbey joined the national broadcaster in 2016 as head of radio and regional marketing, rising to be head of marketing. Her role at Guardian Australia – which she joins in October – is as director of growth.

Her more than 15 years experience includes time at at Yahoo7, Nova Entertainment, Secret Sounds Group and Universal Music.

Having made a financial success of not having a paywall, Guardian now needs at least to monetise its other assets. Managing director Dan Stinton saying that deeper audience relationships and growing digital reader revenues are “at the heart of our future”.

Abbey will lead Guardian Australia’s marketing and reader revenue teams, with responsibility for driving audience growth, digital product management, customer experience, as well as leading its consumer revenues strategy.

“Jocelin brings a track record in driving audience, product and marketing strategies and will be a huge asset to the team in helping to generate support for Guardian Australia’s distinctive journalism,” says Stinton.