World Wrestling Entertainment has hired Michelle Wilson as executive vice president of marketing.
In her new role, Wilson, most recently chief marketing officer at the United States Tennis Association, will head WWE's global marketing and integrated brand initiatives, including pay-per-view, advertising, promotions, research, creative services, and public and government relations.
She succeeds Jeff Rochester, who left in January, as the grappling group's top marketer.
"Michelle brings a unique combination of sports, entertainment and brand marketing experience to WWE," said Linda McMahon, CEO, World Wrestling Entertainment, in a statement."She will be a key player in furthering the WWE brand and bringing great value to our network, advertising and promotional partners."
As the USTA's CMO, Wilson was instrumental in making the U.S. Open the highest attended annual sporting event in the world. She developed such advertising and promotional campaigns as It's Showtime and The Greatest Road Trip in Sports -- that elevated the image and awareness of the sport in the States resulting, in record television viewership and ticket sales. Wilson was also a pivotal player in the implementation of several innovations for the sport, including in-stadium video screens, blue courts, instant replay, celebrity entertainment and the 2004 launch of the Olympus US Open Series.
Prior to working at the USTA, Wilson oversaw all marketing efforts for the launch of the XFL football league, a partnership between WWE and NBC. She also held positions at the NBA in its domestic and international consumer products groups.
Before her career in the sports industry, Wilson held brand management positions at Nabisco.
