Turner prioritises Bleacher Report through creation of ‘chief brand officer’ role

Media conglomerate Turner is to invest in its Bleacher Report website, a brand aimed at milllenial sports fans, by recruiting Ed Romaine to the newly established position of chief brand officer.

Dovetailing with the launch of a new live sports streaming service, appropriately named Bleacher Report Live, the move will see Romaine head up all marketing activities while overseeing its sales marketing team – reporting directly to chief marketing officer Howard Mittman.

Chief executive and co-founder Dave Finocchio said: “The B/R brand means something – with a focus on engagement, content experiences that matter, and fan passion for sports and culture. Having Ed on board means we’ll have an experienced leader in place to further articulate and spread the incredible power of B/R’s platforms for our advertising and brand partners.”

Romaine and Mittman have a prior history of collaboration having worked together at Conde Nast. Most recently Romaine worked as chief marketing officer at Kargo Mobile.

Turner has been forced to instigate a round of redundancies within its ad sales division recently, suggesting that it has singled out the Bleacher Report as a key future growth prospect.

Last year The Bleacher Report issued an 'Up Your Game' rallying cry to sports fans to mark its 10th anniversary.

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