SANTA MONICA, USA // Priscilla Shumate is the Chief Marketing Officer for the World Surf League (WSL), the global home of surfing. The WSL is dedicated to delivering events, experiences and content that inspire and enable surfers worldwide.
In this role, Shumate crafts the company’s global brand marketing strategy, and leads the Brand Creative, Media, Communications, Talent, Athlete Marketing and Analytics & Insights functions. Since joining in 2019, Shumate has reimagined the WSL’s brand identity through thoughtful dimensionalization and unique storytelling for all properties and functions. Currently, Shumate is driving the largest online viewership numbers for the Championship Tour ever through an athlete-first approach and is garnering unprecedented press coverage for WSL athletes ahead of the Olympic Games Tokyo 2020.
Prior to joining the WSL, Shumate spent over 17 years with Nike changing lives through the power of sport. Shumate most recently served as VP of Brand Marketing for Global Running, where she was focused on driving product innovation storytelling, as well as telling the stories of athletes—a priority for her now at World Surf League. At Nike, she also was the marketing lead for the Rio Olympic Games as well as CMO for Nike’s ex-surf brand Hurley.
Shumate is based in the WSL’s Santa Monica, California office in the United States.