Special to NYSportsJournalism.com
September 28, 2016: As the NHL prepares for the 2016-17 season — during which it will celebrate its Centennial anniversary — it has made major changes to its marketing and operational units.
NHL commissioner Gary Bettman said that Heidi Browning has been named evp and CMO for the league, effective Oct. 10.
Browning comes from Pandora Internet Radio, where she had been svp-strategic solutions since 2011.
She also has had executive positions with Fox Interactive Media and Universal McCann.
Brian Jennings, who has been with the NHL since 1990 as evp-marketing, is now the league’s Chief Branding Officer.
According to the NHL, Browning will “place a particular focus on digital and social initiatives and developments. She will be responsible for executing the league's marketing campaigns, including strategy, creative development, production and distribution.”
In addition, Browning will help “identify and incorporate new marketing technologies and strategies to promote the NHL and broaden its reach across traditional and digital channels."
She will also oversee the league's environmental initiatives and public affairs efforts and work with MLBAM across the league's social platforms to “devise distribution strategies and content initiatives.”
As part of his new position, Jennings, in addition to continuing his duties for consumer products and licensing, “will be responsible for the identity, development and positioning of the league's brand, with a focus on developing and integrating the league's brand image and messaging into all league advertising,” according to the NHL.
He will also jointly oversee Partnership Marketing efforts with Chief Revenue Officer Keith Wachtel and will continue to manage the league's grassroots and fan development programs, per the league.
Under the NHL’s new operational platform, Wachtel will continue to oversee global corporate sponsorship, digital and NHL Network ad sales and also takes the title and responsibilities of Chief Revenue Officer.
Steve Mayer becomes evp and Chief Content Officer, Events and Entertainment, “continuing his responsibility for the operational, creative and entertainment aspects of the league's events calendar while also building and overseeing the League's Original Entertainment/Productions department.”
Stephen McArdle, evp Strategic Planning, has been named Chief Administrative Officer.
NHL evp David Proper has been named EVP Media and International Strategy, where he will “formally assume responsibility for all TV rights-holder relations in addition to his existing responsibilities for media strategy/distribution, broadcast business affairs, footage licensing/images, and scheduling.”
With Gretzky At Center, NHL Prepares for 100th Anniversary Celebration
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