Jhaveri quits Twitch for top marketing role at NBA
North American basketball's NBA has turned to Silicon Valley to fill its chief marketing officer void, hiring Kate Jhaveri from Twitch, the Amazon-owned video portal that specialises in eSports.
Jhaveri will begin her new role on 15 August, succeeding Pam El who retired at the end of last year.
Jhaveri presently heads up marketing at Twitch, and counts Twitter, Facebook and Microsoft as former employers.
She will lead global marketing for the NBA, as well as its development and eSports leagues, oversee the consumer insights and analytics departments and enhance its consumer data strategy.
Jhaveri will report directly to Mark Tatum, deputy commissioner of the NBA.
The NBA has ongoing commercial relationships with Twitch, which streams the second-tier G League and NBA 2K League, the eSports competition.
El announced in November that she would retire at the end of 2018 after a 35-year career in marketing, but would continue to act as a marketing and branding adviser to the league.
El joined the NBA in August 2014 following a career in the US insurance industry with the likes of Nationwide and State Farm. She oversaw marketing and advertising in the NBA, the Women’s NBA and the NBA Development League.
Before El, the NBA had not had a chief marketing since the 1990s when the position was held by Rick Welts. After that, the NBA's top marketer held the title of executive vice-president of marketing.