The Professional Triathletes Organisation (PTO) has today announced the appointment of Kerry Taylor as its new chief marketing officer (CMO).
Taylor, a senior marketing executive with experience in the entertainment, sports, and hospitality sectors, has been described by the PTO as “a significant hire” ahead of the upcoming second season of its T100 Triathlon World Tour.
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Taylor joins PTO from F1 Arcade, the licensed experiential hospitality brand, where she spent a year as CMO. Before that, she spent 18 months at the Saudi-backed LIV Golf Investments in the same role.
Taylor also previously served as executive vice president of entertainment brands for US media giant Paramount.
In May 2023, Taylor joined the board of restaurant operator Azzurri Group as a non-executive director.
Sam Renouf, PTO CEO, said: “We are excited to have Kerry join the team. Her experience at Paramount developing and building global TV channels, and then at LIV Golf and F1 Arcade in engaging new audiences and creating immersive experiences which built loyalty and fame is exactly what we need for the next phase of our journey with professional and amateur triathletes, in order to take swim, bike and run beyond the bubble of triathlon and into the mainstream.”
Taylor will be working alongside Stuart Ramsey after it was recently announced that he will be leaving the Rugby Football Union (RFU) governing body to become chief commercial officer of the PTO.
His appointment is expected to be confirmed this week. Ramsey has been the RFU’s commercial head since September 2023.
Ramsey and Taylor will be overseeing the commercial operations for the T100 Triathlon World Tour series, with the second season beginning next month.
The 2025 T100 Triathlon World Tour, comprising nine races, will begin in Singapore in early April, before visiting destinations such as San Francisco, Vancouver, London, Las Vegas, and Dubai, before the Qatar finale.
The series launched in January 2024 as a joint venture between the PTO and World Triathlon, with the inaugural edition held in Dubai last year.
The PTO was originally formed in 2014, with the agreement of a funding deal with venture capitalist Michael Moritz in 2020 – one of the main factors behind its expansion and growth in recent years.
Ramsey and Taylor will join a leadership team at the PTO that includes chairman Chris Kermode, who previously ran the ATP Tour in tennis, and CEO Renouf, a former triathlete.
