Elite Competitions strengthens executive team

Online prize draw company Elite Competitions, which is based in Bispham, near Blackpool, has strengthened its leadership team with three senior executive hires, supporting plans to scale the business and grow market share.

The company has appointed Sharon Wright as chief marketing officer, Alex Wall as head of performance and Neil McKendrick as head of CRM. 

Their appointments are part of a wider strategy to build brand awareness, accelerate sales and enhance customer engagement.

Sharon joins from The Pools and brings senior marketing experience from global brands including Adidas, Nike and Reebok. 

She said: “Elite Competitions has built something genuinely special in a short space of time, and the opportunity now is to professionalise that success without losing what makes the brand unique.

“My role is to sharpen the brand story, elevate our customer touchpoints and ensure every campaign reflects the trust and excitement our audience expects. 

“Bringing Alex and Neil into the business gives us the structure and expertise to support Elite’s next phase of growth.”

Alex arrives from Hoover, with a background in digital performance roles across major consumer brands including Haier Europe, BT and Regatta. 

He added: “What attracted me to Elite Competitions is the ambition and pace of the business.

“There’s a huge opportunity to accelerate growth through performance marketing, smarter acquisition and continual optimisation.

“My role is to make sure every channel works harder, every campaign is measurable and every decision is driven by data. 

“Elite already has a powerful brand presence, and I’m excited to help take that to the next level.”

Neil, meanwhile, joins from the JD Group, where he led CRM strategy across multiple outdoor brands, including the delivery of large-scale loyalty programmes.

He added: “Elite Competitions has a loyal and engaged customer base, and my priority is to strengthen that relationship even further. 

“By developing smarter CRM strategies, and personalised journeys, we can improve retention and enhance the overall customer experience.

“It’s an exciting time to join the business, and I’m looking forward to helping build long-term value for both the brand and its players.”

Their appointments coincide with further recruitment across Elite Competitions’ sales, content and social media teams as the business enters a period of sustained expansion.

Alex Beckett, chief executive of Elite Competitions, said: “Bringing three senior leaders with such pedigree into Elite Competitions is a clear statement of our ambition.

“The appointments build structure into the company and add much-needed expertise across three key departments, as the company seeks to scale at pace during the next 18 months.

“Sharon, Alex and Neil each come with impressive track records developed at established brands and their arrivals illustrate belief and trust in what Elite Competitions is seeking to achieve as a business and brand.”

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