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The Drum

Football Association poaches Microsoft 's digital boss to head its marketing

Georgina Lewis will join the FA next at the end of February

The Football Association (FA) has poached Microsoft’s head of digital, Georgina Lewis, to lead the marketing for English football.

Lewis take up the head of marketing position left by Russell James, who moved internally at the end of 2016. The role is currently being held by long-term FA consultant Ed Coan on an interim basis until Lewis’ starts on 27 February.

Lewis said she was “thrilled” to be joining a brand which she believes “has meaning far beyond football in society”.

She added: “There has never been a better time to step into this role, with marketing possibilities and technological innovation giving us the opportunity to deliver an experience for and with our audiences they have never had before. I can’t wait to get started.”

Lewis joins the Microsoft, where she started as marketing manager before moving to head of social media and eventually taking up her current role as head of digital.

In her new position, Lewis will report directly to the FA’s commercial and marketing director, Mark Bullingham, and will be responsible for overseeing work carried out by the organisation’s existing marketing, digital and customer relations teams.

Bullingham, added: “We’re delighted Georgina is joining us. Her blend of brand and digital experience, coupled with her fantastic energy, will add huge value to the team.”