Chris Welton, CEO of the U.S. Equestrian Federation, has announced the creation of new senior staff position: chief commercial officer.

The position, overseeing all aspects of communications, marketing and network/media assets, will be filled by John W. “Josh” Taylor. Taylor brings more than 25 years of experience in marketing, promotion and sponsorship. He was founder and managing partner of Midlantic Ltd., a promotional marketing agency serving a variety of sport organizations.

Taylor also brings experience in the racehorse industry, owning racehorses and broodmares with his wife, Emery Jones Taylor. He is a steward of the National Steeplechase Association and the chairman of the Winterthur Point-to-Point Races.

With his knowledge of equestrian sport and marketing expertise, Josh will expand promotion and marketing strategies essential to the future success of equestrian sport.

Welton states, “I recognize the fundamental importance of our media assets to the future of the sport and am confident that Josh will help to guide the Federation through the challenges associated with media rights and promotion.”

In response to the announcement, Josh says, “I am excited to join Chris and his senior staff at USEF. This is a very interesting time for this industry, and I look forward to working with the stake holders—including owners, riders, organizers, affiliates and the [Fédération Equestre Internationale]—to foster stronger alliances as we face the challenges of marketing expansion.”