American Golf has announced a series of significant appointments to bolster its management team. All of the new team members bring with them extensive retail expertise across a variety of sectors.
Scott Jefferson joins American Golf in the new position of chief marketing officer, having previously held the position of marketing director at Pets at Home and Greggs. The new CMO role has been created as part of an internal restructuring that sees online and in store marketing brought together for the first time. This new approach will allow Scott and his team to develop a more joined up marketing strategy across all internal and external channels.
By amalgamating all of American Golf’s marketing efforts Scott hopes to increase the impact of the business’ efforts as he explains, “There are fantastic things happening at American Golf, but we need to talk about them in a more integrated manner. We’re already starting to see the impact of this on the business so I’m excited to see how we use this approach to better engage with the U.K.’s and Ireland’s golfers.”
Scott’s first appointment to the newly restructured marketing team is Jennie Miller who will support him as brand marketing manager. Jennie was formerly head of marketing strategy at Booths, the premium northwest supermarket chain, so brings valuable expertise to the golf industry in this newly created position. Also joining the business from an impressive retail background is chief financial officer, Ian Williams.
Ian has held various roles at supermarket chain, Asda, over the last 20 years, most recently as Senior Director for Property in the South. The experience that he has in this field will support American Golf’s ambitious on course growth plans. “I am very excited to be joining American Golf as CFO. The company holds a unique place in the golf market, offering unrivalled service at affordable prices through both physical and digital channels all underpinned by our core purpose to improve our customers’ game. The company has strong strategic plans, is well positioned for significant growth and I look forward to working with the team at American Golf in harnessing these opportunities,” concludes Ian.