XSET unveils changes to leadership structure

09 September 2022


collage of xset logo and photos of erin ashley simon and steven birkhold
(ESI Illustration) Image credit: XSET

North American esports organisation XSET has announced a number of changes to its leadership structure.

As a part of the restructuring, the organisation’s Co-owner Erin Ashley Simon has been appointed as its new Chief Culture Officer, and Steve Birkhold will step up as Chief Operating Officer.

In his previous role as the Chief Merchandise Officer, Birkhold helped build out XSET’s fashion and merchandising department alongside Chief Creative Officer and Co-founder Wil Eddins.

As the new COO, Birkhold will use his leadership and organisational development experience to further evolve the day-to-day functions and operations of XSET. Moreover, he will attempt to position the organisation for continued rapid scaling.

According to a report by The Fudge Retort, XSET’s former COO, Marco Mereu, is still with the company but no longer in his previous executive role. He will reportedly remain a majority owner and a member of the board of directors.

On the other hand, over the past year, Simon has helped XSET create and build its diversity and inclusion initiatives. For example, she expanded the University of Kentucky esports internship fund to help students who are interested in a career in esports and gaming.

Simon also led the partnership with Rise Above the Disorder for XSET to raise funds to provide free mental health services to those in need. In her new role as CCO, she will continue to lead the charge on all of XSET’s diversity and inclusion initiatives and general culture and community building for the brand.

Greg Selkoe, Co-founder and CEO of XSET, commented on the leadership changes: “In the early stages of the organisation, we are committed to building out the best executive team possible for XSET.

“Steve and Erin have both been integral in the early development stages of the company and we know that they will continue to do even more in key management positions to accelerate the next stages of XSET.”

Radina Koutsafti
Radina has been a Freelance Journalist for Esports Insider since 2021. When not playing Apex Legends, she enjoys writing about tech, equality and education in esports.