Game names marketing chief to lead brand renaissance

Game Retail Limited, the new retailer formed in the wake of Game’s takeover by venture capitalists, has appointed marketing chief  Ailsa McKnight to develop the brand’s multi-channel strategy.

Game’s new marketing chief will help unify its digital and high-street offering.

McKnight joins at the end of August when she will set to work on shaping the retailer’s marketing team. She replaces Anne-Marie Mason who left earlier this year and assumes oversight of the company’s ongoing push to unify its online and high-street offering,

She was previously brand and customer director at Ladrokes and has also had stints at Hasbro, Moulinex, Mamas and Papas, Camelot Group.

The appointment is the latest in a string of new hires for the retailer as it looks to strengthen its top tier management. In recent months, it has appointed former IGN Entertainment vice president and managing director Ian Chambers to the newly created role of chief digital officer, and Fred Prego, the former head of marketing at Avios, as insight director.  

It is hoped the hires will help spark a renaissance for the beleaguered retailer over the coming months after it was rescued from administration by OpCapita last year. The company was forced to close 277 stores and axe 2,100 jobs after failing to pay millions in overdue overheads to suppliers and landlords.

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