Tom Lister started his new role as Marketing Director for PRO14 Rugby this week with a focus on growing the brand of the Guinness PRO14 and strengthening the tournament’s fanbase via digital channels and enhancing its CRM strategy.

Lister joins PRO14 Rugby from the Rugby Football Union where he spent four years, most recently as Head of Customer Strategy and CRM and Head of Marketing for England Rugby Hospitality.

During his time with the RFU, Tom was part of a widespread team at the RFU that delivered profitable returns for the union each year, driving record digital growth and consistently selling out Twickenham for England internationals.

Prior to his work at the RFU Lister, a graduate of the University of Birmingham with First Class honours in BSc Money, Banking & Finance, spent time in Australia as General Manager of Membership and Fan Development at the Western Bulldogs in the AFL between 2011 and 2014.

Lister oversaw significant growth of the Bulldogs’ membership base and helped to deliver greater fan engagement, customer experience, sponsorship activation and game-day promotion.

Speaking about Lister’s arrival,Martin Anayi, CEO of PRO14 Rugby, said: “Firstly, we’re really pleased to have recruited someone of Tom’s expertise at time when the tournament is in such good health. The success of the past three years can be measured on and off the field in terms of results, sponsorship and our new broadcast deals, but it is vital that we use this period to ensure that our Championship continues to thrive.

“Tom will add a new dimension to our digital strategy and help us to deliver more of what our fans demand and expect from one the most exciting club rugby tournaments in the world. He worked with the RFU during a time of unprecedented growth and success while his experience at the Western Bulldogs will provide a fresh perspective to us.

“We have a number of exciting digital products in the pipeline that will not only deliver new experiences and full immersion of the Guinness PRO14 to our fans, but will entice new sports fans to see why our Championship is becoming so appealing. I wish Tom the very best of luck as he plays an important role in the next stage of our growth.”

Lister, an avid sports fan himself said he was delighted to have emerged from a challenging recruitment process to join PRO14 Rugby as Marketing Director: “I am thrilled to be joining PRO14 Rugby at such an exciting time for the tournament. We have a huge responsibility to the Championship’s fans and its teams and I look forward to helping drive our strategy to become a truly world-class organisation.”