LPGA Announces Organizational Overhaul With Three New Business Units

By Jon Show, Staff Writer, SportsBusiness Journal

The LPGA this afternoon announced the creation of three new business units, five internal promotions, and the elimination of its COO and CMO positions, all meant to place more of an emphasis on business development and tournament operations. The changes come after an 18-month internal examination into the LPGA’s operations.

ELIMINATED ROLES: COO Chris Higgs is no longer with the organization, and his responsibilities will be absorbed across two of the new units. The absence of Higgs leaves Deputy Commissioner Libba Galloway as the only top exec who predates LPGA Commissioner Carolyn Bivens. CMO Bill Susetka will continue to oversee marketing and consult on various initiatives, and is expected to remain with the LPGA in a role that will be determined in the coming months, said Bivens.

FOCUS ON SALES: The first new unit is New Business Development & Worldwide Sales, which previously fell under marketing. Duramed Futures Tour CEO Zayra Calderon will lead that unit and all sales employees will report to her. “Sales is the top issue,” said Bivens. “We must do a better job and have a key business unit that focuses exclusively on sales and business development. That’s what the LPGA has not had before.” LPGA Teaching & Club Professionals Exec Dir Nancy Henderson was promoted to the new role of Futures Tour COO, but Calderon will also continue to oversee the developmental tour.
 
OTHER NEW DIVISIONS: The LPGA also formed a new unit called LPGA Tournament & Schedule Development that will be led by two individuals. Solheim Cup Exec Dir Kelly Hyne was promoted to the new position of VP/LPGA Properties and will manage the tour’s growing tournament assets, including the Solheim Cup, the former ADT Championship and, starting in 2010, the LPGA Championship. VP/Tournament Business Affairs Mike Nichols was promoted to the new post of VP/LPGA Sanctioned Events and will oversee all tournaments not owned by the LPGA. A third unit, Tournament Operations and Player Services, will focus on all aspects of daily tournament operations and be led by Jane Geddes, who was promoted from VP/Competition to Senior VP/Tournament Operations & Player Services.Other functions of the LPGA remain intact, such as communications, marketing, finance and IT. The LPGA will add a new research and planning post and two other jobs that tour officials would not disclose.