LA Galaxy hire Jessica Jacobi as chief marketing officer

LA Galaxy have appointed Jessica Jacobi as chief marketing officer, handing a senior remit to a marketing and e-commerce specialist as the MLS club looks to sharpen fan acquisition and improve retention.Jacobi joins from Aspen One, where she most recently served as vice-president of marketing, digital and e-commerce, overseeing performance marketing, e-commerce strategy and guest experience initiatives.Tom Braun, LA Galaxy president and chief operating officer, said: “Jessica is a proven, data-driven leader who understands how to attract, convert, and retain customers in highly competitive markets. This role is about growth, especially finding new fans in our growing league, deepening relationships between community and brand, and building a modern marketing engine that drives our business forward. Jessica’s experience and approach make her an exceptional fit for where the Galaxy is headed.”Jacobi said: “I’m excited to join the LA Galaxy at a moment of opportunity and ambition. This is a Club with a powerful legacy and an enormous future. I’m looking forward to building a marketing organization that is deeply informed by data, focused on the fan, and designed to drive sustainable growth.”The role will report directly to Braun and places Jacobi on an executive leadership team that also includes chief revenue officer Urel Martinez.The club said the marketing hire sits alongside recent senior promotions, including Jamie Alvarez to senior vice-president of communications and community impact and Ashley Hall to senior vice-president of sales and service.Commercially, the move signals a shift towards more measurable marketing and CRM-driven decision-making as MLS clubs compete for attention across increasingly fragmented sports and entertainment options.The change also reflects a broader trend in North American football towards integrating marketing, ticketing and digital performance under one growth narrative, with clearer accountability for acquisition funnels and season ticket conversion.Jacobi replaces the chief brand and creative officer role previously held by Will Misselbrook, who left earlier this year.LA Galaxy have also faced on-field success translating unevenly into gate momentum, with average attendance last season dropping to just over 20,000 per match at Dignity Health Sports Park, according to figures cited in industry reporting.The timing underlines the commercial importance of strengthening year-round engagement as MLS’s media and sponsorship landscape continues to evolve and as the Los Angeles market remains contested since LAFC entered the league in 2018.Search firm Excel Search & Advisory led the process, and the appointment continues the club’s recent pattern of hiring senior commercial leaders with experience in premium hospitality-led consumer brands.