The Vikings have made further changes to their business leadership in the wake of longtime Exec VP & CMO Steve LaCroix’s imminent departure, according to Vikings COO Andrew Miller. Vikings VP/Corporate & Tech Partnerships John Penhollow has been promoted to Exec VP & CRO, taking over the revenue-generating side of LaCroix’s job. A search for a new CMO is now underway and a position will be posted soon; longtime VP/marketing and fan engagement Dannon Hulskotter will also be leaving the team, Miller said.
The changes mark Miller’s first major moves since replacing now-Big Ten Commissioner Kevin Warren in the top business job at the Vikings in September '19. His goal is to modernize the Vikings’ front office by centralizing all revenue under one leader and separating the marketing function. “(LaCroix) is an exceptional person, a capable executive, and has done a lot of great work building up the Vikings fan base over time, but that’s a lot for one person,” Miller said. “If you were structuring something from scratch, you’d try to group all the revenue-generating departments together, and have one leader really driving all the sales function, and all of the fan engagement, brand, content and marketing under a second leader.” Miller said there was a “small” number of other personnel cuts, but declined to elaborate.
Also, Vikings VP/Finance & Controller Kate Shibilski was promoted to Exec VP & CFO, a position formerly held by Steve Poppen, who has been named Chief Business Administration Officer, and will remain an Exec VP. Two other VPs have been given Exec VP titles: VP/People & Culture Lara Juras is now Exec VP/Chief People & Culture Officer; VP/Legal & Social Impact Karin Nelsen is now Exec VP & Chief Legal Officer. Miller said all of the promoted individuals have distinguished themselves during the pandemic crisis. “We’re elevating people on the leadership team that were driving our organization forward over the last six to 12 months,” Miller said. The changes were announced internally this afternoon.
