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Leagues and Governing Bodies

New CMO’s Silicon Valley links fit NHL’s needs

The NHL naming Heidi Browning as its new chief marketing officer last week continues the league’s emphasis on growing its brand through not only traditional efforts but also digital and social avenues.

Browning’s background is outside of sports, with a clear emphasis on digital. She led strategic solutions at music streaming service Pandora, and before that oversaw global digital efforts at Universal McCann after leading client solutions for Fox Interactive Media.

Heidi Browning speaks at a Pandora event at SXSW 2015.
Photo by: GETTY IMAGES
“Pandora is a passion brand, just like the NHL, and I’ve been really focused on how do you create meaningful relationships between listeners and artists — something I’m looking forward to help create between fans and teams here,” Browning said. “When you look at the international growth, the new team in Las Vegas, the great owners and partners and that I’m coming in at the beginning of the centennial celebration, it’s an incredible time to join the league.”

NHL Commissioner Gary Bettman said that, while the league has made strides in the digital, social and fan engagement spaces, there is more it can do — and thinks Browning will not only help the league on that front but also further its relationships in the technology industry.

It’s with that in mind that Bettman is aiming to have Browning serve as the “NHL’s ambassador to Silicon Valley,” he said, leveraging her relationships in the tech space as well as seeking out new opportunities for the league. She initially will head to the league’s New York headquarters for onboarding, but will spend about two weeks there a month, spending the other two in Silicon Valley or on the road. She will assume her duties Oct. 10, and will first report to the NHL’s board of governors during its December meeting.

For Bettman, the idea to further build out his executive bench came after Chief Operating Officer John Collins left the league in November 2015, after which Bettman had all senior staff report directly to him as he reviewed the organization and its structure.

Earlier this year, he engaged Liz Boardman, senior client partner in Korn Ferry’s global sports practice, to see whether she could identify potential hires that would bring both expertise and relationships in the digital marketing space. The search quickly identified Browning, who has spent much of the last few months meeting with NHL staff and executives.

Bettman said all reports would continue to go through him and Deputy Commissioner Bill Daly. Stephen McArdle, who assumed the position of chief administrative officer in one of the changes announced with Browning’s hiring, will also help keep the league “horizontally focused,” he said.

Bettman also noted the league will not be filling the COO position.

Browning’s appointment continues the growth of female CMOs at the league level. She joins the NFL’s Dawn Hudson, the NBA’s Pamela El and NASCAR’s Jill Gregory. Jacqueline Parkes, the first female CMO in pro sports, left MLB in April after 21 years with the league.

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