Better Collective names AI content and innovation chief

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Pernille Holbøll rejoins Danish affiliate giant to lead across business and editorial opportunities using AI  

Better Collective has reappointed former senior director Pernille Holbøll as its new AI-led content chief.

Holbøll will rejoin the affiliate giant on 1 December as senior director of AI editorial content and editorial innovation.

In her new role, Holbøll will be responsible for overseeing the strategic development of the firm’s AI-generated content across its portfolio of brands.

Better Collective said Holbøll will ensure that “business and editorial-related opportunities embedded in AI are realised” as she works across multiple teams and departments.

Holbøll previously worked a brief three-month stint at Better Collective as the group’s senior director of media and branding between March 2022 and May 2022.

She then joined Danish tabloid newspaper B.T. as executive editor-in-chief in June, before departing in August 2023.

Prior to that Holbøll spent more than six years with Ekstra Bladet, another Danish tabloid, working her way up from head of news to editor-in-chief at the publication.

Speaking on her new role, Holbøll said: “Better Collective is uniquely positioned in the intersection between tech and media.

“To realise the company vision to become the leading digital sports media group it is paramount to fully utilise and take advantage of the opportunities and synergies AI offers when it comes to developing and scaling editorial content globally.

“I have long been impressed by the team at Better Collective that is already doing a great job, especially in building the technological AI infrastructure that is needed, and I look forward to contributing strategically to further ensure that Better Collective continues its ambitious journey,” she added.

Simon Hovmand-Stilling, Better Collective SVP of group media and core sites, commented: “In today’s media landscape companies need to understand how AI, content and media can work together to scale operations globally.

“Pernille comes with a lot of knowledge and experience from the media world that will add significant value and insights to the group which will further strengthen our ability to excite sports fans worldwide and create value for our partners.”

Arnold Ash is EGR’s Executive Recruitment Partner. They support ambitious organisations to identify and attract industry leading executive talent. Find out more here.


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