With three decades of C-suite experience in executive and talent management, organisation development and human resources, Ashford will lead Fanatics’ HR, culture and talent strategy. 

Ashford will work across the company’s three businesses, Commerce, Collectibles and Betting & Gaming. 

Orlando will report both to Fanatics CEO Michael Rubin and CFO Glenn H. Schiffman. He will be based in New York City.  

Rubin said: “Culture is everything and our success is directly related to our incredible associates based around the world. As we continue to grow and expand, it becomes even more important to double down on organisational development, and I can’t think of a better person to lead this charge than Orlando. 

“His vast experience running HR teams and his C-level experience, with people and culture being the primary lens for how he’s managed and operated his businesses, will help us further develop our ambitions to build one of the world’s most transformative and exciting brands.” 

Ashford has previously worked with several Fortune 500 companies, including Marsh & McLennan, Coca-Cola and Motorola.  

The new Chief People Officer at Fanatics added: “From the moment I met Michael Rubin and listened to his vision for expanding the Fanatics business, which was rooted in empowering the company’s incredible global workforce and creating a world-class culture, I knew that this was the perfect place for me. 

“Fanatics is a special company, one that I’ve long admired, where I can take my energy and expertise to further establish a diverse, platform-wide company culture comprised of the best and brightest people that want to be a part of a once-in-a-generation company.”