The Professional Triathletes Organisation (PTO) has announced the appointment of Kerry Taylor as its Chief Marketing Officer (CMO).
Taylor is a seasoned, senior marketing executive with experience in the entertainment, sports and hospitality sectors, having worked with Paramount, LIV Golf and F1 Arcade. She replaces PTO’s previous CMO, Tim Godfrey.
“I am thrilled to be joining the Professional Triathletes Organisation and contributing to its incredible mission,” said Kerry Taylor.
“The PTO has already made great strides with the T100 and I am excited to be part of the next chapter as it continues to celebrate the amazing professional athletes who make triathlon so special and at the same time redefine the sport for every athlete through its fast growing mass participation offer.”
Taylor served as Executive Vice President of Entertainment Brands for Paramount, overseeing prominent channels such as MTV, Comedy Central, Paramount Network and BET across 180 markets outside the United States.
In March 2022, Taylor joined LIV Golf Investments as Chief Marketing Officer. During her tenure, she was responsible for global brand and marketing initiatives, including communications, digital strategies, research and analytics, membership and loyalty programs, and event marketing.
In May 2023, Taylor expanded her leadership portfolio by joining the board of Azzurri group as a non-executive director. Azzurri operates popular restaurant brands such as Zizzi, Ask and Daves Hot Chicken. Since leaving LIV Golf, she has been working with F1 Arcade, a start-up that offers Formula 1 racing simulation experiences, to help facilitate the brand’s expansion into the US market.
“We are excited to have Kerry join the team,” said PTO CEO Sam Renouf.
“Her experience at Paramount developing and building global TV channels, and then at LIV Golf and F1 Arcade in engaging new audiences and creating immersive experiences which built loyalty and fame is exactly what we need for the next phase of our journey with professional and amateur triathletes, in order to take swim, bike and run beyond the bubble of triathlon and into the mainstream.”
In 2024, the seven-leg T100 Triathlon World Tour established the new 100km distance (2km swim, 80km bike and 18km run). It built a season-long narrative around the pro triathlete community.. At an amateur level, T100 multisport weekends hosted more than 20,000 combined participants in Singapore, London, Ibiza, Lake Las Vegas and Dubai.
With mass participation a focus in 2025 and beyond, the 2025 T100 Triathlon World Tour will take place across nine races, including a return to Singapore to start the new series next month (5-6 April).
The 2025 Tour will then go to San Francisco (31 May-1 June), Vancouver (13-15 June), France (27-29 June), London (9-10 August), Valencia (20 September), Lake Las Vegas and Dubai (15-16 November). Before climaxing in Qatar for the new Qatar T100 Triathlon World Championship Final (12-13 December) following a five-year partnership with Visit Qatar.
www.t100triathlon.com
www.protriathletes.org
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