Former PepsiCo sports marketer Kim McConnie appointed head of Big Bash

McConnie replaced Anthony Everard as Cricket Australia's head of its Big Bash League

Cricket Australia has appointed PepsiCo's former head of sports marketing, Kim McConnie, as head of the Big Bash League.

She replaces Anthony Everard, who was promoted to executive general manager of leagues and events.

McConnie joins Cricket Australia after 14 years with PepsiCo, where she most recently  led Pepsi’s sports marketing strategy for professional leagues, teams and athlete relationships while based at the company’s global headquarters in New York.

Speaking on the appointment, Cricket Australia's CEO James Sutherland was excited to have McConnie join the Big Bash team to continue to grow the success of both the BBL and WBBL.

“This is just the second person we have had in this role, following Anthony’s appointment at the very start of the BBL," he said. “Kim’s experience crosses between sport and entertainment and her strong belief that success is based on putting fans first, aligns well with Australian Cricket’s Vision to be Australia’s favourite sport. 

"We know the experience she brings from PepsiCo will translate nicely, as they are a well-established company leading in youth and entertainment marketing. It’s an exciting time for the sport, and we’re looking forward to what Kim will bring to grow both the men’s and women’s leagues even further." 

New head of the Big Bash League Kim McConnie is excited to join Cricket Australia during a high growth period
New head of the Big Bash League Kim McConnie is excited to join Cricket Australia during a high growth period

McConnie said she was looking forward to the challenge in the new role, especially given the BBL and WBBL are in an exciting growth period.

"I believe we have a huge opportunity to continue to attract new fans and participants to both leagues," she said. “I couldn’t be more excited to take on the role. Women’s sport is in such a great shape in Australia and the men’s league is the fifth biggest sporting league in the world. 

"Growing the Big Bash, and making cricket the best sport for fans, is one of the game’s strategic priorities in addition to making cricket the leading sport for women and girls. We have the power to do all of this in the Big Bash, and to continue to innovate sport entertainment in Australia and be a market leader.

Kim started her career in The Smith's Snackfoods Company in 1995 as a route sales representative, spending nearly 3 years operating a cash van in Queensland. She then spent time as a sales analyst in Tingalpa before relocating to Chatswood as an assistant brand manager. She left in 2001 but rejoined in 2004 as a senior leader in the marketing team in PepsiCo South East Asia and became marketing director PepsiCo Thailand in 2007. Kim returned to Australia to become marketing director for Pepsico Beverages in December 2009, and three years later moved to New York to head its sports marketing division. 

McConnie's leadership at PepsiCo brought to life highly successful initiatives such as the Pepsi Super Bowl platform, charged with bringing Pepsi's signature style of consumer engagement to the Super Bowl Halftime Show. 

She also led work to expand PepsiCo's consumer reach by securing a deal with the NBA, which was brought to life through several new fan and community activities, highlighted by a significant commitment to expanding the NBA's 3-on-3 basketball program and driving the advancement of women’s professional sport, having spent time mentoring WNBA players and involving them in grassroots programs.

Closer to home, McConnie is already familiar with Cricket Australia, having previously negotiated and launched the Cricket Australia partnership with Gatorade.  In addition, she has managed sponsorship portfolios with the AFL and NRL and is well versed in the Australian sports landscape.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in