FanDuel has appointed Ari Avishay as SVP of Marketing to oversee brand strategy and creative execution across the company portfolio.
As FanDuel confirmed, Avishay reports to President of Sports Mike Raffensperger. The move centralizes the management of consumer insights and brand identity as the operator seeks to integrate its various product offerings into a unified market presence.
Avishay’s responsibilities include the brand’s creative vision, which entails how FanDuel presents new betting features to the public. His duties also involve creating data-driven campaigns to ensure consistency across digital and physical platforms.
Centralizing Brand Identity and Consumer Data
The process requires translating consumer data into specific narratives to increase engagement with the company’s mobile app and retail offerings. In essence, FanDuel seeks to improve consumer engagement with the company’s services by leveraging consumer data to create narratives. This approach aims to unify the user experience across all digital touchpoints.
A Proven Track Record in Media and Entertainment
Ari Avishay, a member of the Academy of Television Arts & Sciences, spent almost four years as global content marketing SVP at Paramount+. His duties involved overseeing brand and social marketing across 45 international markets, resulting in a doubling of the user base. Following his departure from Paramount+, Avishay noted on LinkedIn:
“I am excited to share soon what’s next professionally. My new role has already been secured and I look forward to the transition.”
Future Outlook for FanDuel’s Content Strategy
While not confirmed by FanDuel, Avishay’s experience in subscription-based media could be used to shape the company’s brand positioning as a content-based platform. The hiring suggests a move toward more evolved techniques of brand-building.
As FanDuel continues to increase its market share, it has begun to move away from disparate promotional techniques towards a more unified approach. This involves coordinating product updates to create a consistent experience across all users.
