Lexington, Ky. – The United States Equestrian Federation (USEF) is pleased to announce that Colby Connell will be joining the USEF as Chief Marketing Officer. Connell will oversee all aspects of communications, sponsorships, marketing, the USEF Network, and media assets.

A life-long equestrian, Connell brings a wealth of experience to the USEF having spent a number of years in digital marketing and commerce at Bose and Forrester Research before becoming VP of Marketing at SmartPak. While at SmartPak she was instrumental in building one of the most respected brands in the equestrian industry while working in conjunction with multiple equestrian organizations including the USEF.  Most recently Connell served as VP of Marketing at Spartan Race, the leading operator in the fastest growing participant sport in history, obstacle racing.  In that role, she managed integrated marketing partnerships with high-profile organizations, crafted numerous sponsorship arrangements, and formed a number of media alliances.

“Colby’s marketing acumen coupled with her understanding of and relationships in equestrian sport make her a great fit for this role,” said USEF CEO, Chris Welton. “Additionally and as important, her demeanor and ability to build great relationships will be a great asset.”

In response to the announcement, Connell said, “I am looking forward to partnering with the existing USEF team to build fantastic new ways of connecting with the membership, affiliates, competition organizers, and the FEI in the coming years to further equestrian sport. Being an active member of the equestrian community myself, I understand that tradition is a big part of what makes equestrian sport special and that the relationship with horses transcends competitive pursuits.”

Connell will assume her new role with the USEF in mid-July.