The International Association of Athletics Federations (IAAF) has announced the appointment of Olivier Gers as their new chief executive following a six-month search.
The 46-year-old Frenchman has more than 20 years of commercial, marketing and media experience, leading large global teams in creating revenue driven products, networks and brands.
He was chosen from more than 200 candidates.
Currently the Global President of LiquidThread, a division of Publicis Media Group in the UK, Gers spent 15 years in the United States in leadership roles with Fremantle Media Licensing Worldwide and as global head of IMG Digital Media in New York.
He headed to the UK in 2010 as chief executive of Endemol Worldwide Brands.
Gers has a "track record of revenue growth and harnessing the power of digital platforms to drive marketing innovation and profitability", the IAAF claim.
He replaces Essar Gabriel, who stood down as the IAAF's general secretary last October and was replaced on an interim basis by Jean Gracia in January.
Many may see Gers' new position as somewhat of a poisoned chalice, given the current climate of doping scandals and political interference clouding over athletics at the moment.
"The IAAF is on a mission to change," said IAAF President Sebastian Coe.
"We looked for a CEO with the energy, passion and experience to lead the organisation and, together with the Council and the Congress, drive the sport to be the best that it can be.
"Olivier’s experience in leading global teams, working with world-class brands and businesses and developing and creating digital products and platforms is exactly what we need.”
Gers has travelled to Rio de Janeiro to attend the athletics events currently taking place at the Olympic Games.
“Sport is the purest expression of human possibility and all sport is anchored in the disciplines of athletics," he said.
"The IAAF is at a challenging and exciting junction.
"It is a multi-million dollar business that needs to stay relevant, build its fan base and re-establish trust.
"Sitting at the heart of the sport are the athletes and their remarkable achievements.
"Bringing the global athletes and their fans closer together through technology is the ultimate goal to driving the business of athletics forward and I believe my commercial, marketing and digital experience will help to achieve this.”
Gers will be at the Rio Games until Sunday (August 21,) attending the IAAF Council Meeting there on Saturday (August 20)
He is due to officially start his new role on October 1.