Kate Jharveri will join the NBA on Aug. 15.

The National Basketball Association has a new head of marketing.

Kate Jhaveri, the current chief marketing officer of Twitch, a streaming platform, and a former marketing executive at Twitter, Facebook and Microsoft, will be joining the sports league as its chief marketing officer. She will start on Aug. 15 and report to NBA deputy commissioner and chief operating officer Mark Tatum.

In her new role, Jhaveri will be responsible for leading the global marketing operations for the NBA, NBA G League and NBA 2K League, including the development of campaigns and brand messaging across all platforms. She will also oversee the consumer insights and analytics departments.

“Kate is an industry leader who has an excellent record in creating successful marketing strategies for some of the most renowned companies in the world,” said Tatum. “We are looking forward to adding Kate to our team and having her lead our marketing efforts to further reach and engage our global fan base.”

At Twitch, Jhaveri led a team of 90 and helped establish the company as a leader in live, interactive content. At Twitter, she was head of consumer marketing and managed all consumer campaigns. She also previously served as head of brand marketing at Facebook and spent seven years at Microsoft overseeing the worldwide marketing communications team for Windows, Internet Explorer and Bing. Earlier in her career, she was manager of corporate strategy at Dell.

“I am thrilled to join the NBA and bring my experiences in both digital and traditional marketing to develop new and innovative ways to continue the global growth of the league,” said Jhaveri. “The NBA has an incredibly passionate fan base, and I look forward to utilizing their perspectives to best drive our strategic direction.”

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