Jaquet named to head USSA marketing
Michael Jaquet, a senior executive with CBS Sports network and lifelong ski marketing visionary, has been named Chief Marketing Officer for the U.S. Ski and Snowboard Association (USSA). USSA President and CEO Bill Marolt announced that Jaquet would take over leadership responsibilities for sponsorship, licensing, suppliers and media sales and marketing for the Olympic sports organization and its U.S. Ski Team, U.S. Freeskiing and U.S. Snowboarding brands.
Jaquet grew up as a cross country ski racer and big mountain skier in Sun Valley. He spent nearly a decade in the sport as a pioneer in the early days of freeskiing, creating the U.S. Freeskiing Open and founding Freeze Magazine. He moved into national broadcast sales in 2005 with College Sports Television (CSTV), rising to become Vice President, Television and Properties Sales for the cable channel, which was recently re-branded as CBS Sports Network. He played a pivotal role leading the network’s sales and overseeing significant growth in recent years.
“The success of our organization has been based on individuals who bring a personal engagement and passion for what we do to support athletes,” said Marolt. “Michael brings a lifetime of passion as an athlete and an unquestioned track record working across all aspects of sales, marketing and media management at a national level.”
Sales and marketing support has been critical to continued athletic success. USSA athletes led all nations in skiing and snowboarding winning 21 Olympic medals in Vancouver. Its athletes are coming off another highly successful season with a dozen season-long titles, plus rapid growth in new Olympic sports such as those under the organization’s new U.S. Freeskiing program. USSA manages sports programs that account for 50percent of the Olympic Winter Games program.
“Winter sports have been integral throughout my life and business career and I’m proud to bring that passion to the USSA team,” said Jaquet. “The business experience I’ve gained at CBS crosses over to what the USSA is seeking to implement in supporting its athletes through sales and marketing programs. The USSA is well-known as an innovative sports organization and I look forward to further being a part of the team.”
Jaquet graduated from the University of Colorado where he skied on CU’s cross country team. He began his career as a freelance producer in Los Angeles, before founding Freeze Magazine which merged with TransWorld Media/Time, Inc. Jaquet then moved to New York City, transitioning to television sales eventually leading the sales group at CBS Sports Network, where he also played a pivotal role in the acquisition of programming, including a multi-network deal with the Professional Bull Riders Tour (PBR).
Jaquet and his family are moving to Park City where he will begin his new role at the USSA’s Center of Excellence in May.