Killingley, who is currently Head of Digital and CRM at the Rugby Football Union, will join the WRU Executive Board in May with a remit to modernise and rejuvenate the way Welsh rugby communicates with its stakeholders across all platforms and all aspects of rugby.
Martyn Phillips, Chief Executive, WRU said, “Mark has an impressive sports marketing background including stints at the RFU and NFL. I’m impressed with the work he has done in engaging the English rugby community using England Rugby’s digital channels. His passion for using the latest technology to engage diverse audiences and to make rugby more accessible for more people is a perfect fit for the cultural changes we are driving in Welsh rugby. Each of our regions, our clubs and leagues will all be able to tap into Mark’s expertise and he will be helping them to market rugby effectively to their own stakeholders wherever possible.”
Discussing his new role Killingley said, “The passion the Welsh people have for rugby cannot be underestimated. I’m looking forward to getting started, to embracing that and helping to ensure rugby remains the national sport of Wales. Digital is unquestionably the best platform to engage directly with the modern rugby fan. Whether you are a player, a coach, a referee or volunteer quality digital content and well managed platforms can help make rugby an integral and even more enjoyable part of your life.”
He continued, “The path from cradle to clubhouse isn’t as straightforward as it might historically have been. Modern pressures and modern distractions mean Welsh rugby has to create a clear and compelling brand that is attractive to people of all ages and abilities. I truly believe that the fun and comradery of rugby doesn’t stop when the final whistle blows and my goal is to ensure that those positive values of courage, excellence, family and humour are apparent across the WRU’s digital and traditional communications platforms.”
Prior to joining the RFU Killingley was Marketing Director, National Football League where he was responsible for all digital and marketing activity and award-winning events that have helped establish the NFL in the UK to the point where they play multiple games and enjoy record TV audiences.
Killingley is the third new appointment to the WRU Executive Board following the appointments of Ryan Jones as Head of Participation and Geraint John as Head of Performance earlier this year.
