Christopher Carroll will become the Director of Digital Engagement at the International Olympic Committee (IOC) next month. The US-born communications and marketing expert, who has spent most of his professional life in various countries and cultures, will take over the newly established role on 16 October 2019. He will join the senior leadership team based in Lausanne, and will report to the IOC Director General.
As the IOC is looking to further extend its direct digital engagement with fans globally, in close cooperation with the Olympic Channel, Mr Carroll will play a key role in this transformation. A first step will be taken already for the upcoming Olympic Games, with the international part of the Tokyo 2020 website and app being provided to the Organising Committee by a joint team at the IOC and the Olympic Channel.
Mr Carroll brings extensive experience building iconic brands and leading digitally innovative, fully-integrated global media programmes. He joins the IOC from 90/24 Media in Amsterdam, where he was a Managing Partner and Chief Commercial Officer. Before that, he worked in various marketing and communications positions for global brands such as Under Armour, Heineken International and The Coca-Cola Company, and has a deep understanding of the Olympic brand and the Olympic Movement. In his previous marketing leadership roles, Christopher led a digital-first approach across digital channels to establish connections with consumers worldwide. He has considerable experience of marketing in the tech world, using data-driven marketing for the delivery of digital and social media programming to global sports fans.
“I welcome Christopher Carroll to the IOC. He will help us to further strengthen our digital fan engagement during and between the Olympic Games. The IOC will use this opportunity to develop a new communications structure, with clear roles and responsibilities in the different fields of communication,” said IOC Director General Christophe De Kepper.
The International Olympic Committee is a not-for-profit independent international organisation made up of volunteers, which is committed to building a better world through sport. It redistributes more than 90 per cent of its income to the wider sporting movement, which means that every day the equivalent of 3.4 million US dollars goes to help athletes and sports organisations at all levels around the world.
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