The National Hockey League (NHL) has brought on a new EVP, CMO.

Heidi Browning, most recently SVP, strategic solutions at Pandora, will begin her new role Oct. 10. Prior to joining Pandora in 2011, she was EVP, global digital officer at Universal McCann and was previously SVP, client solutions at Fox Interactive Media.

Her new role will have particular focus on digital and social initiatives, according to a news release from the NHL. She will be responsible for leading marketing campaigns, including strategy, creative development, production and distribution, along with overseeing the league’s environmental initiatives and public affairs.

The league’s former EVP, CMO Brian Jennings has been named chief branding officer. Along with continuing responsibilities related to consumer products and licensing, he will also be responsible for the identity, development and positioning of the NHL brand. He will also oversee partnership marketing efforts with chief revenue officer Keith Wachtel, along with managing grassroots and fan development programs.

For his part, Wachtel has added the title of chief revenue officer and will continue to oversee global corporate sponsorship, digital and NHL Network ad sales.

Steve Mayer is formally taking the title of EVP, chief content officer, events and entertainment, continuing to lead the operational, creative and entertainment side of the NHL’s events, as well as building and overseeing its original entertainment and productions department.

Stephen McArdle, EVP, strategic planning has also been named chief administrative officer, adding administrative oversight and coordination of day-to-day business and media functions to his role.

David Proper has been named EVP, media and international strategy, formally assuming responsibility for TV rightsholder relations in addition to his existing responsibilities for media strategy and distribution, broadcast business affairs, footage licensing and images and scheduling.

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