Fanatics hires first chief people officer

Global digital sports platform Fanatics has appointed Orlando Ashford (pictured) to the newly created role of chief people officer.

Ashford has nearly three decades of C-suite experience in executive management, talent management, organisation development, change management and corporate human resources. He was recruited to lead the platform’s global HR, culture and talent strategy, working closely with its commerce, collectibles, and betting and gaming businesses, while also managing global human resources.

Ashford will directly oversee the HR team within Fanatics Holdings and will report to chief executive officer (CEO) Michael Rubin on culture, talent development, corporate communications, corporate social responsibility, diversity and inclusion. He will report to chief financial officer Glenn Schiffman on total rewards and HR infrastructure, strategy, policies and operations.

In addition, Ashford will focus on expanding and advancing efforts across Fanatics’ principles of diversity and inclusion, as well as philanthropic initiatives across the global workforce, including oversight of the Fanatics Foundation.

Prior to joining Fanatics, Ashford was a strategic advisor to private equity firm Sycamore Partners. He has also held senior level HR roles at Marsh and McLennan Companies, The Coca-Cola Company, and Motorola.

Ashford said: “Fanatics is a special organisation, one that I’ve long admired, where I can take my energy and expertise to further establish a diverse, platform-wide business culture comprised of the best and brightest people that want to be a part of a once-in-a-generation organisation.”

Rubin added: “As we continue to grow and expand, it becomes even more important to double down on organisational development, and I can’t think of a better person to lead this charge than Orlando. His vast experience running HR teams and his CEO level experience, with people and culture being the primary lens for how he’s managed and operated his businesses, will help us further develop our ambitions to build one of the world’s most transformative and exciting brands.”