The National Basketball Association has hired Twitch chief marketing officer Kate Jhaveri as its next CMO, replacing Pam El, who retired at the end of last year.
Jhaveri, who will start on Aug. 15, brings a wealth of digital experience to the social-media-savvy league, having previously served as head of consumer marketing at Twitter and head of brand marketing at Facebook. At Amazon-owned Twitch, the popular live video game streaming service, she oversaw a global team of 90 employees and is credited with helping to grow the platform’s audience to more than 15 million daily active viewers.
At the NBA she will report to Deputy Commissioner and Chief Operating Officer Mark Tatum. Her duties include overseeing global marketing for the NBA, the NBA G League and NBA 2K League, the NBA’s new esports league.
“Kate is an industry leader who has an excellent record in creating successful marketing strategies for some of the most renowned companies in the world,” Tatum stated in a press release. Said Jhaveri: “I am thrilled to join the NBA and bring my experiences in both digital and traditional marketing to develop new and innovative ways to continue the global growth of the league.”