| By New York Tennis Magazine Staff

The United States Tennis Association (USTA) has announced that long-time retail marketing expert Amy Choyne has been named USTA Chief Marketing Officer. Choyne will begin in the position on May 31 and will report to USTA Executive Director and Chief Operating Officer Gordon Smith.

In her new role, Choyne will oversee all of the USTA’s marketing efforts across each of its divisions, including community tennis and its emphasis on driving the USTA mission and overall tennis participation in this country, as well as all aspects of the USTA’s professional tennis interests, most notably the US Open, which is owned and operated by the USTA.

“Amy brings a wealth of experience to the USTA, but it was her expertise in building CRMs and her sophisticated approach to digital marketing that we found most intriguing,” said Smith. “The USTA is at one of its most exciting times in history, as we redefine spectacular through a massive transformation of the U.S. Open and simultaneously construct the ‘New Home of American Tennis’ in Orlando.”

Choyne joins the USTA from a multi-faceted retailer marketing career that included senior positions at a variety of international brands, including most-recently Aeropostale, Kenneth Cole Productions and Anthropologie. At Aeropostale, Choyne served as senior vice president of Global Marketing. At Kenneth Cole Productions, she was SVP and chief marketing officer, and she was the global executive director of Marketing for Anthropologie. Her responsibilities have run through the entire marketing spectrum, from creative campaign development to strategic branding and brand imaging, as well as digital marketing development and database management. Other major brands for which Choyne served in senior marketing roles include Barneys New York, Limited Brands and Giorgio Armani.