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  • Top Story Replay: Marketing and Comms Chief for USOPC


    (ATR) A Colorado health services company executive is recruited to lead marketing and communications for the U.S. Olympic & Paralympic Committee.

    Luella Chavez D'Angelo started work at the USOPC on Sept. 30. (USOPC)
    Luella Chavez D’Angelo began work Sept. 30 at USOPC headquarters in Colorado Springs as Chief Marketing and Communications Officer, a new position. Chavez D’Angelo reports to CEO Sarah Hirshland.

    A release from the USOPC says that she will “lead USOPC marketing and communications initiatives, including setting and stewarding the overall strategic direction for the organization and its properties”.

    “Key areas of responsibility will include internal and external communications, public affairs, media relations, government relations, brand management, digital and social strategy and content, and stakeholder communications,” says the statement.

    The broad portfolio that includes marketing, external communications, media and governmental relations is a first for the USOPC. Previously marketing and communications have been divided into separate departments.

    In the coming weeks, Chavez D’Angelo will meet with staff in New York City where the USOPC marketing and branding operations are headquartered. In Washington she will be meeting with USOPC government relations staff.

    With legislation pending in both the Senate and House of Representatives that will impact the USOPC, dealing with Congress may be an early priority
    Chavez D’Angelo has been honored for her corporate achievments.
    for Chavez D’Angelo.

    Inasmuch as Chavez D’Angelo is part of a new executive team for the USOPC resulting from the aftermath of the USA Gymnastics sex abuse scandal, she’ll be responsible for the communications strategy to repair the damage to the USOPC brand.

    There are no immediate changes to report involving the USOPC press and media relations office in Colorado Springs headed by vice president for communications Mark Jones.

    “I am thrilled to have Luella join our organization in this new role,” says Hirshland. “Her incredible track record in marketing and communications will help ensure the USOPC is best suited to act upon its mission – supporting Team USA athletes.”

    Branding for the U.S. team in Tokyo will be another priority for Chavez D’Angelo. With the Tokyo Olympics and Paralympics less than a year away, the USOPC has yet to unveil any branding initiatives to frame the run up to the Games.

    Chavez D’Angelo goes to the USOPC from Centura Health, where she served as the vice president of marketing and communications. Her resume includes a stint as the vice chancellor, general manager and chief operating officer of the University of Colorado, South Denver. She also has served as chief global communications officer for Western Union.

    “I am excited to help tell the incredible stories of Team USA athletes and the USOPC’s role in supporting them as they achieve their dreams,” said Chavez D’Angelo. “I look forward to bringing my experience from the public, private and non-profit sectors into the Olympic and Paralympic movements.”

    Chavez D’Angelo has an MBA in finance from the University of New Mexico. She won the Denver Business Journal 2014 Outstanding Women in Business career achievement award and was named a Top 10 Leader of 2014 by the Executive Hispanic Magazine.

    Written by Ed Hula

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