NEW YORK ESPN today said it has named Katie Lacey its new senior vice president of marketing, effective Dec. 5.
Lacey will report to Sean Bratches, evp of sales and marketing. Lee Ann Daly, longtime evp of marketing at Bristol, Conn.-based ESPN, recently left the cable TV network to work as an ESPN marketing consultant and to spend more time with her family.
Lacey will join ESPN after nine years in executive positions at Pepsi-Cola, most recently as vp of carbonated soft drinks. While there, she also helped launch Pepsi's sports marketing division. Prior to joining Pepsi-Cola in 1996, she worked at PepsiCo's Frito-Lay division for three years in a variety of marketing roles.
Lacey will oversee all marketing and related activities for ESPN, including the management of the ESPN and ABC Sports brand extensions, encompassing television, publishing, radio, the Internet, mobile and consumer products. She also will be responsible for the company's synergy efforts, which include project management for ESPN-branded business activities supported by the Walt Disney Co., including the ESPN Zones, per ESPN.
"Katie clearly understands the powerful role sports plays in the hearts and minds of consumers, and her proven leadership in marketing a broad array of products perfectly aligns her to take the ESPN and ABC Sports brands to the next level," Bratches said in a statement.