The NFL yesterday named Boston-based strategic consulting firm The Parthenon Group Vice Chair DAWN HUDSON CMO. The league had announced late last month that it was seeking someone to fill the role previously held by MARK WALLER, who was promoted to Exec VP with a focus on int’l plans. Hudson led and developed Parthenon Group’s consumer practice, focusing on food, beverage and restaurant sectors. She also spent 11 years with PepsiCo, where she was Pepsi-Cola North America President & CEO. Hudson spent ’01-10 as an LPGA BOD member, including the last two years as Chair (NFL). BLOOMBERG NEWS’ Erik Matuszewski noted Hudson will “oversee the development, direction and implementation of all NFL marketing activities” and becomes the first woman to directly report to NFL Commissioner ROGER GOODELL. Hudson’s hiring “comes after last week’s addition of four female executives, including former White House counselor CYNTHIA HOGAN, as it deals with backlash over its handling of RAY RICE’s domestic-violence suspension” (BLOOMBERG NEWS, 9/22).
JOB WILL NOT BE EASY: The WALL STREET JOURNAL’s Perlberg & Vranica write “it will fall to Ms. Hudson to help repair the NFL’s image, which has taken a big hit from a string of recent controversies.” Her appointment “comes as several big sponsors,” such as McDonald’s, A-B InBev and Nike “have publicly admonished the league over its handling of the controversies.” Tapping Hudson for the CMO post “will add another woman to the top ranks of American Sports leagues,” after the NBA recently appointed former Nationwide Insurance and State Farm exec PAM EL to the CMO role. Hudson is a “widely respected marketing exec and has been credited with helping boost various Pepsi brands, including Mountain Dew.” She also has “plenty of experience working with the NFL, since Pepsi is a league sponsor” (WALL STREET JOURNAL, 9/23).
