The Esports World Cup Foundation has hired former G2 Esports media leader Sasha Alexandrov as its new Director of Content and Fan Marketing.

Alexandrov announced the move on social media, saying he was excited to begin a new chapter. He wrote that he was “super excited” to join the Foundation, grateful for the opportunity, and looking forward to what the team will build next.

Just days earlier, Alexandrov had revealed he would be leaving G2 after four years with the organization. In his farewell message, he called the decision incredibly difficult and said G2 would always feel like family to him. He said he was proud of what the team achieved together and described his time there as a wild ride filled with experiences, stories, wins, losses and memories he would never forget.

Before taking the new role, Alexandrov spent more than four years at G2 Esports in Berlin. As Head of Media, he led marketing strategy and campaigns across multiple regions including Europe, North America, the Middle East and China. His work covered social media, community management, live events and creator programs.

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Earlier in his career, Alexandrov also worked in advertising and technology marketing. He briefly served as Media Lead at PMG in London, where he oversaw education related advertising campaigns for Apple across Europe, the Middle East, Africa and the Asia Pacific region.

He also spent more than six years at Apple working on the Beats by Dre brand. In his partner communications marketing role, he managed relationships with retail and media partners, handled campaign budgets and focused on improving product sales and brand awareness.

Alongside Alexandrov’s appointment, the Esports World Cup Foundation is actively recruiting for several other senior and specialist positions, including Director of Commercial Planning, Director of Strategy, Manager of Cybersecurity Data and Manager for the Esports Nations Cup product, among others which highlights continued investment into infrastructure, operations and international expansion as the event grows its global footprint.

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