Commonwealth Games England continued to reshape their senior leadership this week with the board appointment of Jenny Ashmore as a non-executive director.

Ashmore, is one of the UK’s leading marketing executives, and will join the Board and work alongside Head of Commercial Nick Evans in guiding the marketing and commercial strategy of Commonwealth Games England as the organisation looks to capitalise on the success of 2014.

Following Team England’s most successful ever Games, the organisation has redefined its commercial offering to ensure partners see a return on their investment throughout the four year cycle and not just at Games time.

This means partners can celebrate the unique role the Commonwealth Games plays in the journey of elite athletes and ensure young talent is supported and nurtured.

Ashmore, who was Chief Marketing Officer through SSE’s partnership with Team England at Glasgow 2014, has previously worked across all of the different business divisions at Mars and Procter and Gamble and now runs her own consulting business. She is also President of the Chartered Institute of Marketing.  

Commenting on her appointment Ashmore said: “I am so excited to be joining the Commonwealth Games England board at such an interesting period. I think we have a massive opportunity to build on the success of Glasgow 2014 and continue to build the Team England brand.

“As we look ahead to the Commonwealth Youth Games in Samoa and the 2018 Games in the Gold Coast, we need to be creative and utilise digital media to ensure our fans can engage directly with the team. “

Commonwealth Games England Chairman Ian Metcalfe said: “I am delighted that we have been able to attract someone of Jenny’s calibre to join our board. We are going through a period of growth that reflects our success in Glasgow 2014 and we want to maximise that to ensure all current and future Team England athletes benefit.

“We have redefined our commercial programme and shaped it so it provides a unique offering to our partners and are beginning to build a family of sponsors and Jenny’s support will be crucial in evolving that.”