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U.S. Ski & Snowboard brings in marketing veteran to lead ‘mini-agency’

U.S. Ski & Snowboard has appointed Andy McKeon as chief marketing officer, a position in which he will lead a ‘mini-agency’ following the merger of the organisation’s content, creative and communications groups.

The Australian executive will oversee U.S. Ski & Snowboard’s marketing, communications, and partner support, assuming these roles as chief commercial officer Dan Barnett steps aside for a move back to the UK.

McKeon will report to U.S. Ski & Snowboard president and chief executive Tiger Shaw and will be tasked with elevating the awareness of the organisations’ athlete roster with a focus on digital strategy – including social media, content production/distribution, the account executive team, merchandise and support of athletes.

Shaw said: “Andy is a world-class strategic leader in the sports world, with a track record and the experience to keep our teams out front. Our partners will enjoy the content and authentic stories of our athletes pursuing their dreams. It’s all about the members of our teams and their amazing successes.”

McKeon has worked at advertising agencies including Wieden + Kennedy and Goodby Silverstein & Partners. He served as a director in Apple’s large internal Marcom team and then spent six years at Facebook helping many of the social media company’s advertisers and agencies transition to the digital age, including U.S. Ski & Snowboard partners Visa and Liberty Mutual Insurance.

McKeon has also has been working with U.S. Ski & Snowboard as an advisor since 2013 and has worked with a number of athletes in various disciplines. He said: “We have nearly 200 athletes in a diverse array of thrilling sports. Every one of them has a different and amazing story to tell.

“We are going to use our left and right brains to harness all the powerful and fast-changing channels like Facebook, Instagram, YouTube, Google, Twitter, TV and more to help them share their captivating stories and those of our incredible partners, with the world. Already we have Super Bowl-type reach every week…across all of our athlete and Team channels. The digital transformation means it’s an incredibly exciting time to be in marketing.”

He added: “U.S. Ski & Snowboard also has the opportunity to play a more purpose-driven role in meaningful areas such as environmental preservation. We can’t take the mountains for granted. I’m committed to grow and spread the love of snow sports.”