In her new role, Baines will oversee the company’s revenue and sales process.
Baines joins the company following her role at Bidstack, where she served as Global Sales Director. As a leader of Bidstack’s client and agency EMEA team, she was responsible for demand side sales, brand strategy and innovative solutions for clients new to gaming.
Prior to that, she worked for more than a decade at advertising company JCDecaux. According to the release, Baines helped to productise the company’s premium inventory for clients and led a number of cross-agency accounts, selling all of JCDecaux’s portfolio.
Moreover, Baines serves as a mentor at Bloom UK, a professional network for women in the communications and advertising space, as well as an ambassador for Women in Games.
Justin Kenna, CEO of GameSquare Esports, spoke on the announcement: “Having Lauren join the GameSquare family is incredibly exciting. Her experience and track record of growing revenue and developing world-class partnerships is a tremendous asset for GameSquare as we continue to build out our unique position in the market.
“Lauren’s experience in gaming tech, traditional media and working with premium blue chip brands is an unmatched skill set that will help us to monetize on trends within esports, guiding brands into the network of GameSquare assets and build tremendous shareholder value.”
Esports Insider says: With over 15 years of experience working with brands and agencies on developing business strategies, Lauren Baines seems like a solid choice for the role of GameSquare’s Head of European Sales. Baines will seemingly work alongside former FaZe Clan Senior Vice President Jan Neumeister, who was hired one year ago.