NFL drafts in Hudson to replace Waller as CMO

The National Football League (NFL) has hired former Pepsi-Cola North America chief executive Dawn Hudson as its new chief marketing officer.

Hudson, who has spent the past five years as vice chairman of strategic consultancy firm The Parthenon Group, will report directly to commissioner Roger Goodell and work out of the NFL's Madison Avenue office in New York.

She replaces the position left vacant by a recent reshuffle of NFL executives, which saw chief marketing officer Mark Waller take on responsibility for the league's international activities.

“I am excited to join the NFL where I will be able to combine two of my passions – sports and marketing,” said Hudson.

“Sports have always played a big role in my life and in my career. While at Pepsi, I worked with numerous sports properties, including the NFL, and I also served as a LPGA board member.”

Goodell, who is facing intense criticism and scrutiny over his handling of Ray Rice's suspension from the league, added: “We are looking forward to working with Dawn, whose experience as a leader and marketer will help further connect the NFL with fans."