The United States Golf Association has named Alex Withers as the organizations director of new media, a newly created position. The appointment will see Withers take responsibility for the overall online and new media efforts of the USGA, with the goal of maximizing online advertising, partnerships, e-commerce initiatives, and industry events to drive revenue and improve the USGAs core functions.
Having most recently held the position of marketing director for ESPN New Media, Withers brings to the USGA over ten years of marketing and product development experience across a range of global brands. While at ESPN New Media, he managed the marketing strategy and brand positioning for both ESPN.com and ESPN360.com, which included the launch of the myESPN personalization tool as well as the sites networking platforms. Prior to his work with ESPN, Withers oversaw marketing, digital, and branding initiatives for the Financial Times and Pepsi Cola. He earned his bachelor of science honors degree in business administration from Britains Cardiff University.
Withers expertise will first and foremost position the USGA to better identify and capitalize on a range of interactive digital and online capabilities that will ultimately raise awareness of the organization, as well as communicate the USGAs numerous initiatives and goals.
“As an avid golfer, Im looking forward to putting the USGA front and center among the next generation of golfers via the online platform,“ said Withers. “This is an exciting time for the USGA, as we are tasked with the responsibility of maintaining the history and tradition of golf, whilst helping the sport come of age in a digital world.“
“Alex is a perfect fit for the USGA and the ideal person to bring our digital vision to life,“ said Peter Bevacqua, USGA chief business officer. “A key growth driver and top priority for the USGA is to make our organization relevant and appealing to a younger generation of digitally savvy golfers. Were looking forward to connecting with them online and, in doing so, making it possible for our members to connect with each other and the great game of golf.“
This announcement by the USGA comes on the heels of the organizations appointment of Bevacqua as the USGAs first-ever chief business officer, responsible for overseeing all revenue-producing activities conducted by the USGA and to whom Withers will report. Bevacqua a member of the USGA since he was 13 years old previously provided in-house counsel for the organization and has held the position of managing director of U.S. Open Championships. Formerly of the New York law firm of Davis, Polk & Wardwell, Bevacqua graduated magna cum laude from the University of Notre Dame in 1993, and earned his Juris Doctor, cum laude, from the Georgetown University Law Center in 1997.
