Better Collective promotes from within for new director of sales

Better Collective has promoted commercial head Isabel Hale to become the affiliate’s new director of sales for Europe, growth and esports.Hale joined the business in December 2022 as head of brand partnerships before stepping up to become director of commercial for the division in August 2023.Hale will now report into Better Collective US chief commercial officer Karl Pugh as part of her new role.The exec joined the Danish firm from rival Catena Media, where she spent more than four years across a series of positions.Hale served as head of Squawka, head of sports UK and head of UK, Australia and the Nordics in her final role with the firm.Taking to LinkedIn, Hale said: “I’m happy to share that I’m starting a new position as director of sales for Europe, growth and esports at Better Collective.

“ hugely excited to be working more closely with our phenomenal esports business and talented sales staff, and continuing the growing success of media sales in Growth and Europe.“BC is on a journey like no other out there. It is a true honour to be part of shaping it,” she added.Hale’s promotion comes following the appointment of former Oddschecker Global Media head Guy Harding as Better Collective’s new senior director for group media partnerships growth.Elsewhere, the Danish firm confirmed Starbucks investors BLS Capital has become the largest external shareholder in Better Collective.The Copenhagen-based investment firm has snapped up a 6.7% stake in the business to put its shareholding only behind co-founders Jesper Søgaard and Christian Kirk Rasmussen.