LIV Golf Investments, the newly formed company of which Saudi Arabia’s Public Investment Fund (PIF) is the majority shareholder, has hired Kerry Taylor from US media giant ViacomCBS (now Paramount Global) as its chief marketing officer.
Taylor will oversee LIV Golf’s brand and marketing efforts globally as well as the company’s communications, digital, research and analytics, membership and loyalty, and event marketing departments.
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She joins LIV Golf after previously serving as the executive vice-president of entertainment brands for ViacomCBS International.
In addition to Taylor, Ross Antrobus has joined LIV Golf’s commercial team in a leadership role as head of research and analytics.
In his new position, Antrobus will deploy a variety of tools to analyze fan segmentation, insight-led customer acquisition and engagement and retention programs, commercial insights to support the growth of sponsorship and media rights efforts, and event data to improve the fan journey and commercial opportunities.
He joins the company from The English Football Association where he worked as head of behavioral insights and business analytics.
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By GlobalDataBoth Taylor and Antrobus will be based in LIV Golf’s UK office in London and will begin their new roles on March 1.
Taylor will report to chief commercial officer Sean Bratches, while Antrobus will report to Taylor.
Bratches, who was named as commercial chief last November, said: “The experience and expertise that Kerry and Ross bring to the organization are unparalleled. We are making a commitment to hire the absolute best global talent in every department, and these new hires will be instrumental to our success as we grow LIV Golf into a premier global golf platform.”
LIV Golf has made numerous appointments to its senior leadership team in recent months, including Greg Norman as chief executive, Will Staeger as chief media officer, and David Hill as a consultant to its production team.
The organization said additional leadership position announcements “are forthcoming.”
