Danish esports organisation Astralis Group has announced the hiring of Samantha Yu as its new Chief Marketing Officer.
Working with Astralis’ commercial and communications teams, Yu will be responsible for the organisation’s content and digital group. She will commence her new role on February 1st.
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Since 2015, Yu served as the Vice President of Brand & Integrated Marketing at Refinery29 International, which is a part of the VICE Media Group. She has been responsible for the firm’s brand building in Europe and connecting major partners with the organisation’s global audience.
Anders Horsholt, the CEO of Astralis Group, commented on the announcement: “We are expanding the organisation in key areas and the addition of Samantha Yu as CMO is done to further strengthen the Astralis brand globally.”
“With her background, education and career in Hong Kong, Boston, New York and London, her experience, insight and international perspective will be a strong addition to the organisation. She will supercharge our commercial efforts and partnerships, as well as our ability to connect with the growing number of Astralis fans around the world on existing and new platforms.”
Yu will work with Astralis’ Founder and CRO Jakob Lund Kristensen, Director of Communications Steen Laursen and the incoming Commercial Director, Kasper Sindt, on building a scalable commercial platform and bringing the organisation closer to stakeholders in existing and new markets.
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The incoming CMO of Astralis Group also spoke on her role in a release: “Esports is the fastest-growing part of the entertainment industry, with hundreds of millions of viewers and fans worldwide. This opens opportunities to engage audiences with new brand experiences, and I’m extremely excited to join Astralis Group, one of the frontrunners in the esports industry, to shape those connections with the fans.”
“I will join Astralis Group shortly after Astralis’ five-year anniversary with extreme respect for what the team has accomplished and a genuine curiosity for how we — both within the company and with our current and future partners — can collaboratively further the brand mission to champion the positive power of gaming and esports.”
Esports Insider says: Astralis Group has recently focused on expansion, along with strengthening its strategic and commercial structure. This hire is clearly signifying the latter. As an experienced marketing expert with an international perspective, Yu will surely empower the organisation to expand and connect its growing audience even more.