Astralis appoints Samantha Foltmar as Head of Digital

Danish esports organisation Astralis has appointed Samantha Foltmar, formerly of Universal Music Group, as its Head of Digital.

Foltmar, together with Astralis’ digital and content teams, will build and refine the organisation’s digital strategy, as well as elevate its content across various platforms. 

(ESI Illustration) Image credit: Astralis

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Prior to joining Astralis, Foltmar held the position of Social Media Lead at Danish television station TV 2 ZULU. Through this role, she led the company’s social media strategy, developing it to include new areas of interest such as esports. 

In addition, Foltmar held a similar position at Universal Music Group, where she stayed for six years. While working there, she managed to kickstart the company’s digital channels and secure multiple partnerships with popular Danish artists.

The newly appointed Head of Digital commented: “I’m very honoured and excited about becoming a part of the Astralis family. My 10 years of experience within entertainment and fan culture on social media feels like an obvious match with Astralis and esports.

“In my opinion, Astralis is one of the most ambitious and visionary brands in terms of their global digital presence across platforms, and I can’t wait to contribute and be a part of the future journey to the stars.”

Foltmar also founded Diginist, a network for professionals working within digital media across different industries. The women-led company offers insights from experts within political organisations, public and private companies, media agencies, as well as the music and film industry.

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Earlier this year, Astralis released its financial report for the 2021 fiscal year. The organisation announced a 45 per cent increase in net revenue to DKK 75m (~£8.37m).

Esports Insider says: Astralis has hired a candidate with years of social media and digital strategy experience to bolster its online platforms and engage with fans around the world. Samantha Foltmar is an experienced hire and her skills in social media strategy and community building should further support the organisation’s digital expansion. 

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