NHL appoints new CMO, announces executive changes

The National Hockey League (NHL) has announced an executive reshuffle and appointed Heidi Browning as its new executive vice president and chief marketing officer.

Browning, who joins the league from jewellery chain Pandora, will take up her new role on 10th October. She will be tasked with executing the NHL’s future marketing campaigns, with a particular focus on digital and social initiatives.

An NHL statement said Browning ‘will help identify and incorporate new marketing technologies and strategies to promote the NHL and broaden its reach across traditional and digital channels.’ She will also lead the league’s environmental initiatives and public affairs efforts, and work closely with MLB Advanced Media (MLBAM), the NHL’s digital media partner, to ‘devise distribution strategies and content initiatives’ across social platforms.

Prior to her role at Pandora, Browning worked in digital marketing at News Corp’s Fox Interactive Media and as global digital officer at Universal McCann.

In addition to announcing Browning’s appointment, the NHL also confirmed a host of executive changes in its business and media departments.

Brian Jennings, whom Browning will replace, has been named chief branding officer. He will be responsible for the identity, development and positioning of the league's brand whilst continuing to work in the areas of consumer products and licensing.

Steve Mayer, meanwhile, has assumed the position of executive vice president and chief content officer, events and entertainment. He will be responsible for the operational, creative and entertainment aspects of the league's events calendar while also overseeing the NHL’s original entertainment and productions department.

Elsewhere, Stephen McArdle, the league’s executive vice president for strategic planning, has been named chief administrative officer; David Proper is now executive vice president for media and international strategy; and Keith Wachtel has assumed the title of chief revenue officer, with responsibility for overseeing global corporate sponsorship, digital and NHL Network ad sales.

All of the changes are effective immediately.