British organisation Excel Esports has found its Head of Marketing with the hire of Milly Preston.
Preston joins the organisation from conference and content platform Leaders in Sport, in which she progressed to Head of Marketing during her five-year stint there.
In her new role of Head of Marketing, Preston will aim to position Excel Esports at the forefront of the UK esports industry, taking a “lead role in leveraging Excel’s growing commercial brand partnership portfolio.” The organisation appointed BT as its exclusive lead partner in January, just two months after establishing a deal with Neosurf.
Preston spoke on her new venture in a release: “After 8 years in sports marketing, I was ready to take on a new challenge and the esports industry is an exciting and natural fit. From working at Leaders in Sport, I saw the integration of esports tracks with prominent spokespeople from the industry and how brands are focusing on targeting dedicated younger audiences.
“The team at Excel has a strong brand ambition and I’m excited to play a big part in elevating their global vision. The somewhat untapped opportunity for fan engagement with the dedicated esports audience is immense and I’m looking forward to understanding and growing the fanbase of Excel.”
This hire follows two major appointments for Excel Esports. At the top of the year, it brought on Wouter Sleijffers as its CEO and former adidas director Robin McCammon as its CCO. Co-founders Kieran Holmes-Darby and Joel Holmes-Darby transitioned to Chief Gaming Officer and Chief People Officer, respectively.
Robin McCammon, CCO of Excel Esports, spoke on the hire: “2020 is a momentous year for Excel. Our ambition is to make Excel an iconic British brand that is globally recognised and with fantastic new additions to the team we are creating an infrastructure that will help us to achieve our goals. I am excited that Milly joins us with deep experience of sports marketing and strategic thinking which will no doubt help in taking Excel Esports to new heights.”
Esports Insider says: Excel Esports has done a great job in having a leadership team that combines experience from both esports and traditional sports, perhaps taking the best of both worlds and bringing it into one organisation. Preston seems more-than-qualified to help Excel Esports push forward in the wider industry.