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Keywords creates chief commercial and marketing roles as part of senior management switch up

Keywords creates chief commercial and marketing roles as part of senior management switch up

More new from Keywords Studios now and it isn't that the company has snapped up another company.

The games tech and services giant has announced a bevvy of changes to its senior management team.

Headlining the switch up is Igor Efremov, formerly of EA and Sperasoft, which Keywords snapped up in December 2017. He moves to the newly-created role of chief commercial officer, heading up the seven Service Lines that the company operates. Additionally, he will be looking after the business development team, with the chief of that department Michael Wallen reporting to him.

These roles are a mixture of those held by COO Giacomo Duranti and CEO Andrew Day (pictured); the former was looking after the Service Lines business while the later was handling business development.

Duranti has taken on some new responsibilities on top of his role heading up global operations, IT, legal and looking after mergers and acquisitions - something that Keywords spends half its time doing. He will now be leading the HR department, as well as managing Keywords' studios and business around the world.

If that wasn't enough, Keywords has also appointed a chief marketing officer - another brand new role. That job goes to Andrew Brown, formerly of consumer brands like Danone, Coca Cola and Johnson & Johnson. Additionally, he was UK managing director and Americas SVP of Activision Blizzard.

Furthermore, Jamie Campbell - previously of CEO Keywords-acquired company d3t is being promoted to the director of the company's Engineering Service Line.

“These changes and additions to our leadership team at Keywords add capability and capacity as we continue to develop our global video games services platform," CEO Andrew Day said.

"Welcoming companies into the Keywords family and integrating them including to the extent of complementing the leadership team with talented individuals from those companies is something we pride ourselves on and it is pleasing to see this being reflected in these latest people moves.

“For me personally, devolving some of the day to responsibilities to Giacomo and Igor mean I can continue to drive our strategic vision, originate M&A opportunities and interface with our employee, client and investor stakeholders more effectively.”

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.