Parkes Named MLB CMO

Major League Baseball confirmed today that Jacqueline Parkes has been named to the newly created position of CMO. Parkes has been with the league since 1995, most recently as svp-advertising and marketing.

The promotion, effective immediately, comes as baseball is preparing for the numerous high-profile events surrounding the 2008 All-Star Game at Yankee Stadium on July 15. It was not disclosed when, or if, her position would be filled. The news was reported by the Sports Business Journal.

As svp-advertising and marketing, Parkes’ duties included revenue generation, promoting MLB’s brand and overseeing the league’s advertising and marketing efforts.

The move is the second recent major change in MLB’s marketing and communications departments. In May, Matt Bourne was named vp-business public relations, replacing Susan Goodenow.

Parkes was one of five influential women sports executives who participated in May in an exclusive Brandweek roundtable (read the interview with Parkes here). Among other observations, Parkes said of MLB, “Baseball is really well positioned because we have 162 games in the season. We provide fans with the most affordable live-entertainment option out there. We’ve had three years of record attendance [and] we’re on track for another. [But] we have to be cognizant of the economy and that people are getting pushed on how they spend their entertainment dollars . . . We’re making sure our product stays affordable. And our most accessible version of the product comes on television and online as well.”