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Carroll becomes IOC’s first director of digital engagement

Photo credit: IOC

The International Olympic Committee has appointed Christopher Carroll, a communications and marketing executive with experience at Under Armour, Coca-Cola and Heineken, to the newly-created position of director of digital engagement.

Carroll will assume the position on October 16 and joins the IOC’s Lausanne-based senior leadership team, reporting to director general Christophe de Kepper.

The IOC said that as it looks “to further extend its direct digital engagement with fans globally, in close cooperation with the Olympic Channel, Mr Carroll will play a key role in this transformation.”

It continued: “A first step will be taken already for the upcoming Olympic Games, with the international part of the Tokyo 2020 website and app being provided to the Organising Committee by a joint team at the IOC and the Olympic Channel.”

The US-born Carroll joins the IOC from his position as managing partner and chief commercial officer at Amsterdam-based digital sports agency 90/24 Media. Carroll spent four years at Under Armour between 2012 and 2016 as marketing senior director in Europe, the Middle East and Asia, following nearly seven years at Heineken, laterally as global media and communications manager.

The IOC stated: “In his previous marketing leadership roles, Christopher led a digital-first approach across digital channels to establish connections with consumers worldwide. He has considerable experience of marketing in the tech world, using data-driven marketing for the delivery of digital and social media programming to global sports fans.”

De Kepper said today (Wednesday): “I welcome Christopher Carroll to the IOC. He will help us to further strengthen our digital fan engagement during and between the Olympic Games. The IOC will use this opportunity to develop a new communications structure, with clear roles and responsibilities in the different fields of communication.”