World Wrestling Entertainment has named Michelle Wilson to be its executive vice president of marketing.
Her appointment to the top marketing post will take effect Feb. 23.
In her new role, Wilson will direct WWE’s global marketing and integrated brand strategies, including pay-per-view, advertising, promotions, research, creative services and public and government relations.
She replaces Geoff Rochester, who left the position last month to pursue other interests.
For the past eight years, Wilson has been chief marketing officer of the United States Tennis Association, where she developed campaigns that heightened the profile of the U.S. Open Tournament. She played a key role in the “It’s Showtime” and “The Greatest Road Trip in Sports” campaigns that helped elevate TV viewership and tournament ticket sales for pro tennis in the U.S.
She is also credited with pushing for certain innovations, including in-stadium video screens, blue courts, instant replay, celebrity entertainment and the 2004 launch of the Olympus U.S. Open Series.
Prior to her work at the USTA, Wilson oversaw marketing efforts of the launch of the short-lived XFL Football League, which was a partnership between the WWE and NBC.
She also held positions at the National Basketball Association in its domestic and international consumer products groups. Before her career in sports marketing, Wilson held brand management positions at Nabisco.
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