×

NBA Hires Tech-Marketing Vet Kate Jhaveri as CMO

The National Basketball Assn. has poached Kate Jhaveri — most recently chief marketing officer at Amazon’s Twitch who also has worked at Twitter, Facebook and Microsoft– as its new CMO.

Jhaveri starts at the NBA on Aug. 15, reporting to NBA Deputy Commissioner and COO Mark Tatum. She replaces Pam El, who retired at the league’s chief marketing officer at the end of 2018.

“Kate is an industry leader who has an excellent record in creating successful marketing strategies for some of the most renowned companies in the world,” Tatum said in announcing her hire. “We are looking forward to adding Kate to our team and having her lead our marketing efforts to further reach and engage our global fanbase.”

At the NBA’s CMO, Jhaveri will be responsible for leading the global marketing operations for the NBA, NBA G League and NBA 2K League, including the development of marketing campaigns and brand messaging across all platforms to connect with fans.  Additionally, she will oversee the consumer insights and analytics departments to enhance the NBA’s consumer data strategy and implement new marketing programs.

“The NBA has an incredibly passionate fan base, and I look forward to utilizing their perspectives to best drive our strategic direction,” Jhaveri said in a statement.

Prior to joining Twitch in 2017, Jhaveri led global consumer marketing at Twitter, where she was responsible for brand, growth and consumer marketing programs, channels and experiences.

Before that, Jhaveri worked at Facebook for three years and led consumer brand strategy and management as well as mobile product marketing. Before that she spent seven years at Microsoft, heading up consumer marketing and communications teams for products including Windows and Office. Jhaveri also led marketing teams at Dell, after she began her career as a management consultant with AT Kearney.

Jhaveri holds an MBA from Dartmouth’s Tuck School of Business and a bachelor’s degree from College of the Holy Cross. She currently serves as secretary of the national board for Planned Parenthood Action Fund. The Baltimore native — who will be relocating from the San Francisco Bay Area to New York City to be based at NBA’s headquarters — is married and has two children.

Popular on Variety

More Digital

  • Brad Pitt stars in “Ad Astra”.

    ‘Ad Astra’ Once Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Twentieth Century Fox claims the top spot in spending for the third week in a row with “Ad Astra.” Ads placed for the sci-fi film had an estimated media value of $6.47 million through [...]

  • Andrew MorseVariety's Entertainment & Techonology Summit,

    Listen: CNN Digital Chief Says Trump Doesn't Drive Traffic Success

    No subject might get as much attention across CNN’s digital properties as Donald Trump, but that doesn’t mean the news network is dependent on him for web traffic. Andrew Morse, executive VP and general manager of the AT&T-owned company’s digital operations, pointed to recent coverage of natural disasters and international incidents as more potent audience [...]

  • Jonah Hill attends the press conference

    Instagram Debuts Jonah Hill’s ‘Un-filtered’ Bullying Docu-Series (EXCLUSIVE)

    Facebook’s Instagram, as part of its anti-bullying initiatives, funded a new series directed by Jonah Hill featuring teens and young adults talking about their experiences with bullying. The four-episode “Un-filtered” goes live Wednesday (Sept. 18) on Instagram’s IGTV channel on its mobile app and the web. In the unscripted series, Hill interviews people aged 13-25 [...]

  • Plex

    Plex Signs Up Lionsgate for Upcoming Ad-Supported Video Service

    Media center app maker Plex has struck a deal with Lionsgate to add some of the studio’s movies and TV shows to its upcoming ad-supported video service. The news comes just weeks after Plex announced a similar deal with Warner Bros. “Lionsgate is one of the biggest names in the business and we know our [...]

  • Comcast Xfinity Flex

    Comcast Drops $5 Monthly Fee for Xfinity Flex Video-Streaming Set-Top for Broadband Customers

    Comcast will hand out one free set-top box for broadband subscribers to access Xfinity Flex, its video-streaming product for internet-only customers, as it looks to punch up the value of its high-speed internet business. Brian Roberts, Comcast’s chairman and CEO, announced the new strategy at Goldman Sachs’ Communacopia conference Wednesday in New York. “One of [...]

  • Facebook Portal TV

    Facebook Announces $149 Portal TV Device, 2 New Portal Smart Displays

    Facebook wants you to put a camera into your living room: The company officially unveiled its Portal TV device Wednesday that brings video chatting, augmented reality (AR) and Facebook Watch to any TV set. In addition, the company also unveiled two new Portal smart display devices that are aggressively priced to grow the company’s home [...]

More From Our Brands

Access exclusive content