Carter joins the executive team having worked at the company since March 2021, and will now be responsible for marketing and communication efforts to drive shareholder value, commercial reward and audience growth.
Carter was previously responsible for leading XLMedia’s rebrand and launching its new corporate site.
XLMedia says Carter also supported the development of the business's strategic vision, the expansion of its portfolio brands and its growth in the US market.
Carter has held senior positions at other media organisations, including Paramount, MTV, CNN and Culture Trip, having worked for the news, entertainment and travel industries.
The affiliate says Carter’s experience with brand strategy, content creation, commercial partnerships and growth opportunities will help XLMedia to achieve its goals.
XLMedia CEO David King said: “We are delighted to welcome Elizabeth to the executive team. Her expertise in media, marketing and the US market will play an essential role as we work towards our next phase of growth.”
Carter added: "I am thrilled to join the XLMedia executive team and look forward to the work ahead of us.
“I've had the fortunate opportunity to work in forward-facing businesses charged with prioritising innovation and growth throughout my career. This is a prime moment for XLMedia as the US market swiftly evolves, and I am excited to work with the business to capitalise on it.”
Recently, XLMedia partnered with Sportradar, who jointly announced a new multi-year agreement that will see Sportradar become XLMedia’s official sports data provider.
